5 reviews or 200? Who wins your customers’ trust?

By By Anja Leipold
Corporate Communications
Menzel Elektromotoren GmbH

Imagine the following scenario: A company claims on its website: “We are the market leader.” However, when you look them up on Google, you find only five reviews. Their competitor, on the other hand, has 200 positive reviews and numerous customer testimonials featured on its website. So, who is really the market leader?

Of course, reviews alone do not determine market share. However, they have a significant influence on first impressions and on how potential customers perceive a company’s technical expertise, service quality, and credibility. And that first impression is often formed long before a prospect picks up the phone or sends an inquiry.

People buy from people

In the electrical machinery industry, investments and service contracts are rarely awarded on impulse. Decisions are based on reliability, service quality, technical expertise, and long-term partnerships. That is why one simple truth also applies in industrial B2B markets: people buy from people.

Before reaching out, a technical manager, purchasing professional, or business owner wants reassurance. They look for evidence that other companies have had positive experiences and that projects are delivered reliably and professionally. Reviews, references, and recommendations provide exactly that proof of trust.

The best advertising costs nothing

Customer testimonials remain one of the most powerful marketing tools available. While companies invest significant budgets in advertising, trade shows, and online marketing, the value of satisfied customers is often underestimated.

A positive review or a strong reference letter has one decisive advantage: the message comes from a customer, not from the company itself. That creates credibility. Whether published on Google, social media, your company website, or in the form of a traditional reference letter, every authentic recommendation strengthens your reputation.

It is also worth looking beyond customer reviews. Employer reviews are becoming increasingly important as well. Skilled professionals research companies just as thoroughly as potential customers do. Positive reviews therefore support not only sales efforts but also recruitment and employer branding.

Why many companies have too few references

Interestingly, some of the most technically capable companies have only a handful of online reviews. Not because their customers are dissatisfied, but because nobody ever asks for feedback. Our experience shows that automated review collection systems often have limited success in B2B environments. The best reviews are usually generated when a project manager, service technician, or sales representative personally asks for feedback.

The ideal moment is often immediately after a successful commissioning, repair, service intervention, or project handover – when customer satisfaction is at its highest.

Practical tips for generating more reviews

The key is to make the process as easy as possible for the customer. One effective approach is to use QR codes that link directly to your review page. These can be included in service reports, business cards, or displayed in meeting rooms and test facilities. The easier it is for customers to leave feedback, the more likely they are to do so.

Not every reference needs to appear publicly on Google. Detailed customer testimonials, reference letters, or permission to publish a joint project case study can be even more valuable. Such content works exceptionally well on company websites, sales presentations, and social media channels while providing prospects with real-world examples of successful cooperation.

In addition, technical articles in industry publications, presentations at conferences, or joint appearances at trade fairs can also serve as valuable references. Every visible endorsement from a third party strengthens a company’s credibility.

Can you reward customers for reviews?

Companies frequently ask whether customers can be rewarded for leaving reviews. Caution is advised. Particularly on platforms such as Google, companies should avoid offering discounts, gifts, or other incentives in exchange for positive reviews. Reviews should always be genuine and voluntary. Their authenticity is precisely what gives them value.

When it comes to testimonials for your own website or customer references outside public review platforms, the situation is generally less restrictive. Nevertheless, transparency and credibility should always come first.

Why buying reviews is not worth it

Some companies may be tempted to purchase reviews or even write them themselves. This is strongly discouraged. Search engines and review platforms have become increasingly effective at identifying manipulated reviews. If fake reviews are detected, they may be removed, and the resulting reputational damage can be significant.

More importantly, consider what happens if a potential customer suspects that your reviews are not genuine. Trust that has taken years to build can be lost within days. In B2B industries, where long-term relationships and personal recommendations play a critical role, the damage is often far greater than any perceived short-term benefit.

In addition, many countries have introduced stricter regulations regarding the authenticity and transparency of online reviews. Fake or purchased reviews may therefore create not only reputational risks but also legal consequences.

New reviews deserve attention

Collecting reviews is only part of the process. Managing incoming feedback is just as important. Whenever a new review is received, companies should respond as quickly as possible. Doing so demonstrates appreciation, professionalism, and customer focus. It also shows prospective customers that real people stand behind the business and genuinely care about their clients.

There is much that B2B companies can learn from consumer-facing industries such as hospitality and tourism. In those sectors, responding quickly to reviews has long been standard practice. Why should the electrical machinery industry be any different? After all, purchasing decisions here are also based on trust.

A notification system or Google alert can help ensure that no new review goes unnoticed.

What should you do about negative reviews?

Stay calm. Criticism is part of today’s digital business environment. A professional and factual response is often more powerful than the review itself. Companies that show understanding, explain the situation, and demonstrate a willingness to solve problems can actually strengthen trust through their response.

Interestingly, companies with only perfect five-star reviews often appear less credible than businesses that have received occasional criticism and handled it professionally. In many cases, the response to a negative review says more about a company than the review itself.

The situation is different when reviews are clearly false, abusive, defamatory, or written by individuals who have never been customers. In such cases, businesses do not have to simply accept the review. Google provides mechanisms for reporting inappropriate reviews and requesting their removal.

Keep building your reputation

One important fact is often overlooked: reviews are not a one-time marketing activity. They require ongoing attention. Many companies focus on collecting reviews for a few weeks and then forget about the topic altogether. However, recent reviews are far more valuable than reviews that are several years old.

Both search engines and potential customers pay attention to whether a company regularly receives new reviews and actively engages with its customers. Companies that want to remain visible and competitive should therefore continuously collect new testimonials, references, and customer feedback.

Remember: the same principle applies throughout the B2B world, regardless of industry or company size: People buy from people, and trust remains the most valuable currency in sales.

Additional Checkbox

Quick Reality Check: How Visible Is Your Company?

Ask yourself the following four questions:

• How many online reviews does my company currently have?
• How many reviews does my strongest competitor have?
• When was the last time we actively asked a customer for a reference or testimonial?
• Who in our company is actually responsible for reviews and references?

If one or more of these questions make you stop and think, your next competitive advantage may be hiding in plain sight.