Online Selling: Just Be Honest
The phrase “honesty is the best policy” may sound like a cliché, but it is nevertheless true. Instead of a cliché, think of that phrase as a law of karma. Being honest is a staple to live by. If not, the impact of the consequences is difficult, if not impossible, to recover from, especially for a business.
In the Internet age we live in, online reviews have become a major point of decision-making when it comes to purchasing something (or not). An unfortunate situation came to light recently when it was discovered that certain merchants were promoting their goods on Amazon – by way of fake reviews.
Payback for Dishonesty is More Than Just Money
Yes, Amazon, the premier site for online buying and selling, was the unwitting host to unscrupulous merchants who wanted to boost their presence and sales and chose to incorporate fake reviews to do so. The law of karma previously mentioned will come down hard on these merchants, as they will likely be out of business and something more vital – their legitimate customer base.
That’s true – even worse than losing sales is the loss of credibility. Customers who purchased from these merchants will now question everything – from the validity of the product warranty to the quality of workmanship. And all because of cheap tactics as simple as a few words that were false.
Unfortunately, the situation is only getting worse. Apparently, there are shadowy services who pay people to write fake reviews. (An additional irony is that social media giant Facebook was discovered to be a source of some of these reviews, already adding to that platform’s troubles.)
Questions – Which Lead to More Questions…
The whole scenario poses several questions:
- Why would any merchant that decides to advertise online (and especially on Amazon) resort to not being honest and transparent regarding reviews of their products?
- Are these merchants not aware that they can likely be found out?
- How desperate for business can they be to make a profit? Or worse, how can they not realize that (fake) positive reviews will only backfire on them?
There are undoubtedly more questions that will emerge as news of this situation evolves (while the reputation of these dubious merchants devolves).
Merchants Should Turn to the Professionals
There is also an answer, which should serve as a guide to any merchant looking to advertise on Amazon: Better to have few honest reviews than many false reviews.
If you are a merchant wishing to sell products on Amazon, don’t rush. Take the necessary time, effort, and be willing to make the financial investment of building a secure foundation on which to establish your online presence.
An investment that is most definitely worth the time, effort, and money is to partner with a service that can professionally and transparently drive demand and direct sales for your products. The AMS (Amazon Marketing Services) Division of EGC Group offers an array of services ranging from seller account management to custom reporting – and more – that will make your store known.
If you would like more information about the Amazon Marketing Services at EGC Group, contact us today. Your sales – and reputation as a merchant – will be strong.