Does the Review Site Do More Harm Than Good? Yelp and Small Business
‘FIERCE CONVERSATIONS’
Learn How to Get Your Message Across
“Yelp is destroying my small business.” These words are becoming more and more common. Small-business
So often, we talk to our friends, coworkers, and loved ones without actually saying anything. We’ll beat around the bush on important subjects or hesitate to bring up sensitive matters. Global business coach and best-selling author Susan Scott has set out to change that. In her book “Fierce Conversations,” Scott argues that the key to get more out of our personal and professional relationships is to learn to lower our barriers and convey our message honestly. “Fierce Conversations” is one of those works born out of a simple idea with big implications. As the author explains it, “While no single conversation is guaranteed to change the trajectory of a career, a company, a relationship, or a life, any single conversation can.” By having the communication skills necessary to create lasting bonds, handle strong emotions, and overcome barriers, you’ll be prepared when crucial conversations present themselves. Those who tend to judge a book by its cover may make the mistake of associating the word “fierce” with “aggressive.” However, as a master of meaningful communication, Scott has found that it’s important not to force emotions one way or the other. As she observes, “If your behavior contradicts your values, your body knows.” Instead of relying on fake bravado or false modesty, the author argues it’s better that the bravery be genuine. Breaking down those social barriers to be authentic in our conversations takes true ferocity.
owners are taking their stories public, claiming Yelp is hurting their brand. But is this true? Can Yelp harm businesses?
At a glance, Yelp is a website and app where people can promote their businesses, and
consumers can post reviews of those businesses. Yelp can be a consumer’s deciding factor in which restaurant to visit, which cleaning service to hire, which grocery store to shop at, and so on. Business owners claim that Yelp tries to extort them. For example, Yelp calls a business to sell ads. The business declines and, suddenly, good reviews get buried. Some business owners have even claimed that the best reviews disappear altogether. In their place are the lowest reviews, or even poor reviews that weren’t there before. When people search for the business, the worst reviews are front and center. Additionally, business owners have noted that Yelp cold-called them with the news that they have won an award for exceptional reviews. However, Yelp charges for the award, which is a plaque that can be displayed in the business, costing hundreds of dollars. While the second example certainly isn’t extortion, it raises questions. The fact is that Yelp does cold-call businesses to get them to sign up for advertising packages, and in this, Yelp has leverage. If you don’t comply, they can alter what people see when they search for your business. Business owners also point to discrepancies in reviews on Google, Facebook, and Yelp. They may have four- or five-star reviews on Google and Facebook, but their Yelp reviews may be noticeably lower. It’s no secret that advertisements represent Yelp’s primary source of revenue, and cold-calling businesses can help drive that revenue. But can businesses defend against ad extortion? The answer is not really, unless businesses are willing to pay a big expense. Instead, the best defense is focusing on stellar customer service — and directing customers and potential customers to Google and Facebook reviews, ignoring Yelp altogether.
Scott does more than simply explain why frank and honest communication is important; she gives readers the tools to get there. Having spent years as a business coach, and now as the head of a firm that trains CEOs around the globe, Scott is well-versed in the art of teaching exercises. “Fierce Conversations” is brimming with action items, tactics, and tailor-made examples of how to communicate in every situation, from board meetings to parenting. If you’re someone who likes concrete guides over vague concepts, this book will pleasantly surprise you.
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