Practical Sales Training™ > How To Get Attention > The Star Effect
What is it?
Star ratings are a way to demonstrate approval or quality simply and quickly to potential clients.
Why does it work?
It works because we all understand the star rating system. 1 star is lower quality or approval and 5 star is the highest level of quality or approval. There is no other visual system you can use to demonstrate quickly and simply the quality or approval of your offering.
How can you use it?
Star ratings can be used in two ways. Firstly they can be used to categorise reviews and client feedback to provide a simple way of getting the overall level of satisfaction and happiness.
Secondly they can be used to demonstrate to your clients the quality of your offering. This works at the higher end when offering “5 star” service or quality – or even 6 or 7 stars. The principle we understand here is that the number of stars is directly proportionate to what we should expect.
Example:
A luxury cleaning service uses the tagline:
“Consistently rated 5 stars by 97% of our clients.”
They feature a rolling carousel of Google and Trustpilot reviews on their website, each one showing 5-star icons alongside a short quote.
To add to this, they describe their service as:
“5-star hotel standards, brought to your front door.”
This not only communicates quality visually and verbally, it also anchors the buyer’s expectations high before the sale even begins.
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