Tip of the week: Collect and display honest customer reviews

Words from satisfied customers are worth more than your own praise. They answer the question every new customer silently asks: "Is this business good?"

Ask happy customers for a short review at the right moment, right after a good experience. Make it simple: "Could you write a line about your experience on our page?" Offer a way to do it: a message, a Google listing or a social media comment.

Display reviews where new customers look: on your page, in your shop, in your catalogue. Always get permission and use real names or first names only with consent.

Never write fake reviews or pay for good ones. Customers can sense it and it destroys trust. Respond politely to negative reviews, too, which shows you listen.

A tailor in Arusha might keep a framed card with three kind customer comments near the counter.

Aim for a steady flow of real reviews rather than a sudden burst.

This week: ask your five happiest customers for a short written review.