From Reviews to Riches: Building Trust in Business

If you think reviews are just a nice-to-have or a checkbox on your marketing to-do list, think again. In this episode of the Freedom To Exit Podcast, Lani Dickinson breaks down how online reviews aren’t just about vanity—they’re about valuation. And if you're ignoring them, you're leaving serious money on the table.

No Reviews, No Trust—No Sale

Here's the hard truth: Nobody buys from a ghost town. A business with no reviews or no responses gives off one message—nobody cares. And if buyers sense apathy, they start discounting. Because no trust means no traction, and no traction means no top-dollar exit.

Reviews are not just about performance—they’re about the experience. Customers expect you to be good at what you do. What they actually remember, and what they review, is how you made them feel.

• Was your front desk cold or welcoming?

• Did your technician make them feel stupid or smart?

• Did your team care about them—or just process the transaction?

People don’t leave reviews because you did your job. They leave them when they felt seen, heard, and respected.

The Real Blind Spot

You might think you’re crushing it. Your work is top-notch. But if your Google rating is stuck at 3.8 stars, something’s off. Reviews can expose the cracks in your customer experience that you’re too close to see.

Lani shares her own background in healthcare, where patient satisfaction scores had real revenue consequences. The same is true for your business. It’s not just about how well you execute—it’s about how well you connect.

The Stats That Should Shock You (But Probably Won’t)

Let’s break this down:

• 95% of people read reviews before buying

• 88% say those reviews influence their decision

• 70% will leave a review if asked

• Only 11% of businesses are asking

• Responding to reviews can double customer engagement

• Not responding can increase churn by 15%

• A single positive review can increase revenue by 5–9%

• For high-ticket services, great reviews can increase conversion by 380%

Yes, you read that right.

Your Current System Is Failing You

Think your QR code on the counter is helping? Maybe. But it’s also inviting negative reviews you can’t control. No filter, no context, no chance to fix it before it hits your public record.

Lani calls this “review roulette”—and it’s not a game you want to play.

The Smarter System: AI + Intentionality

Here’s what Lani recommends—and automates for her clients:

• Step 1: Use AI to ask customers for a Net Promoter Score.

• Step 2: High scores get pushed to public review sites.

• Step 3: Low scores are flagged internally for your team to follow up and make it right.

This isn’t about hiding bad reviews—it’s about catching issues early, improving your systems, and building real-time business intelligence. It’s proactive reputation management that actually improves your business.

Why Buyers Care About Your Reviews

During due diligence, potential buyers will absolutely look at your online reviews. Why? Because it's the only place they hear directly from your customers.

If your reviews are glowing and consistent, buyers see:

• A strong customer base

• Repeatable systems

• A trustworthy brand

• A moat around your business

But if your review profile shows silence or dysfunction? That leads to discounted valuations, more seller financing, and earn-outs that keep you tied to the business longer than you want.

Reviews = Exit Insurance

Want to retain your team through a sale? Tie their bonuses to review performance. Metrics like average star rating, monthly review counts, or customer mentions can drive behavior. And when the time comes to sell, stage out post-sale bonuses to help with the transition.

It’s more than reputation—it’s retention, readiness, and reassurance for your buyer.

Let AI Do the Heavy Lifting

Don’t have time to manage this? Great—AI does.

An AI assistant can:

• Send the review request at the perfect time

• Personalize the message

• Follow up automatically

• Filter reviews using Net Promoter logic

• Flag issues for your team to address

• Respond to reviews in your tone of voice

• Work 24/7 without burnout

It becomes your most polite, persistent, and productive employee.

Your Next Step: Make Reviews Work for You

You’re not just collecting stars—you’re building revenue, improving valuation, and converting trust into traffic. And you’re doing it without spending a dime on ads.

So here’s your move:

📌 Download the free guide: 7 Ways AI Can Boost Your Sales and Save You Time
📌 Save your seat: Free Live Webinar: 3 Ways Your Business Can Use AI TODAY
📌 Take the Changes Assessment: Find out where you’re leaking time, money, and momentum