7 customer review stats that will help your sales team convert more SMBs

Want to know what really drives SMB sales in 2025? It all comes down to how their customers use reviews. A recent survey of over 1,200 North American consumers reveals some surprising insights about how people interact with local business reviews in 2025. Here’s what your sales team needs to know to close more deals and build trust with prospects.

1. Reviews matter more than ever (and your sales team should too)

The data: 59% of consumers are spending more time reading local business reviews than they did five years ago.

What This Means for Your Sales Team:

• Your SMB prospects’ potential customers are actively researching businesses online before making decisions
• Review management should be a core part of your pitch – it’s not just a “nice to have” anymore
• Sales teams can use this stat to create urgency around digital presence management

Actionable Tip: Start sales conversations by asking prospects how they currently manage their online reviews. The growing importance of reviews makes this a natural entry point for discussing your solutions.

2. Word-of-mouth is still king (but there’s a digital twist)

The data: Only 31% of consumers trust online reviews as much as personal recommendations from family and friends.

What This Means for Your Sales Team:

• Help SMBs understand that they need both strong word-of-mouth AND online reputation
• Position your solutions as tools for amplifying positive customer experiences
• Focus on how digital presence can turn happy customers into online advocates

Actionable Tip: Show prospects how your solutions can help them encourage satisfied customers to share their experiences online, bridging the gap between word-of-mouth and digital reputation.

3. Fresh reviews are critical for conversion

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4. Response time expectations vary by age

The data: While 46% of consumers aged 45-60 expect responses within one day, younger consumers (18-29) are surprisingly more patient with review responses.

What This Means for Your Sales Team:

• Help SMBs understand their target demographic’s expectations
• Position your solutions as tools for managing response times effectively
• Use this insight to tailor your pitch based on the SMB’s customer base



Actionable Tip: Create demographic-specific pitches that highlight how your solutions can help SMBs meet their specific customer base’s expectations.

5. Instagram is a review powerhouse

The data: 52% of consumers use Instagram to find local business recommendations.



What This Means for Your Sales Team:

• Social media is now a crucial part of local business reputation
• SMBs need to manage their reputation across multiple platforms
• Traditional review sites aren’t enough anymore

Actionable Tip: Use this stat to open discussions about comprehensive digital presence management, especially for SMBs targeting younger demographics.

6. Review management is now essential customer service

The data: 92% of consumers consider owner responses to reviews as part of good customer service.

What This Means for Your Sales Team:

• Review management isn’t optional – it’s a core business function
• SMBs need tools and support to manage this effectively
• Position your solutions as essential customer service tools



Actionable Tip: Frame review management solutions as customer service enablement tools, not just marketing features.

7. Simple responses can be effective

The data: Only 34% of review readers highly value detailed explanations of improvements in response to negative reviews.

What This Means for Your Sales Team:

• Help SMBs understand that review management doesn’t have to be overwhelming
• Focus on the importance of consistent, professional responses
• Demonstrate how your solutions make response management efficient



Actionable Tip: Show how your tools can help SMBs maintain professional, consistent review responses without requiring extensive time investment.

Key takeaways for your sales team

1. Use these stats to create urgency around digital presence management
2. Focus on the ongoing nature of review management
3. Tailor your pitch to your prospect’s target demographic
4. Position your solutions as essential customer service tools
5. Emphasise the efficiency and effectiveness of your tools

Ready to transform your sales team’s performance?

Equip your sales team with Insites‘ comprehensive auditing tools that can help them:

• Identify review management gaps in prospect businesses
• Create data-driven proposals that convert
• Demonstrate clear ROI potential
• Show competitive advantages in local markets

Book a demo today to see how Insites can help your sales team close more deals with SMBs.