Many business owners that are aware of Yelp and follow their ratings also know of the Yelp Elite. Elite status is attained after a significant contribution to the Yelp reviewing community, and these members are singled out for invitation to Yelp Elite-only events.
Those who have reached Elite status have seen their fair share of businesses, and have written reviews both numerous and lengthy, some to the joy and some to the chagrin of business owners.
Whether you agree with the reviews or not, the advice of a Yelp Elite is not something to ignore. It would be almost like a semi-celebrity calling you out on Twitter and ignoring it. They can make a dent in your brand because of the weight their influence carries.
Yelp Elite members contributed an article to Success recently, and we're sharing the general advice with our business audience. For the most part this advice is directed to owners and management of restaurants, but there are some nuggets here which transcend business type.
Ambience Matters
As much as Yelpers claim to relish in undiscovered and unpolished hole-in-the-wall joints, a cursory glance at any 4 or 4.5-rated business will reveal that decor and cleanliness - particularly for restaurants - matters. If you're a diamond in the rough, try not to look like one. Even Yelp Elites interviewed for this article who value product over the service have written reviews with in-depth praises for glass chandeliers and angry rants about sticky, wobbly tables.
Service Matters More
It's an inside joke among Yelpers that most reviewers will ramble self-centeredly about an overwhelming experience - both terrible and positive - before ever writing a word about the haircut they received. A warm smile or a friendly gesture goes a long way. Denis Waitley's words are especially true in this instance:
Attitude is either the lock on or the key to the door of success. Even disgruntled Yelp Elites find it difficult to argue with a genuinely concerned attitude.
Reach Out to Reviewers
Bo Yu, a four-time Yelp Elite member from Houston, went to a local sushi restaurant and was unimpressed with their specialty rolls, given the high price point. "I gave it 3 stars. The owner messaged me on Yelp, thanked me for my honest review and mailed me a $20 gift card to try them out again." A few months later, Yu returned with friends and the second visit changed his mind. "I think I just ordered the wrong things the first time. I [ordered] what my friends ordered and it was very delicious. The atmosphere grew on me and I definitely liked it more the second time around."
Worst case scenario: you're out $20 (or whatever amount is best for your business' consolation voucher). Best case scenario: You have a newly enthused, vocal fan, with a positive testimony to match.
But Be Gracious About It
My earliest review on Yelp was for a Brazilian churrascaria I took my dad to - who lived in Sao Paolo for over a decade - for his birthday. We both enjoyed our evening, but found certain parts of it disappointing, so I gave it 3 stars. To give the restaurant the benefit of the doubt, I wrote that I'd be willing to try it again, since the cons could be a result of a slow Wednesday night.
A representative from the restaurant replied to my review a few months later. Her reply wasn't particularly virulent, but it was defensive and an apology wasn't given. Business responses are generally a good idea, but this one made me feel belittled, something your customers or clients should never feel. Despite my initial intention to revisit the restaurant, the Yelp exchanges that took place afterwards (no apology offered for the belittling or the service) shut the door on that possibility.
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