SaaS and software companies · Review generation

Ask the customer who just had a win, not the one who renewed on autopilot.

Review generation for a software company is getting customers to write on the sites your buyers filter and compare on. The ask belongs with the person who delivered the win, and the rules on incentives belong to the sites themselves. GullySales sets the moment, the wording and the reply to a bad one.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What review generation means

Review generation is the routine of asking satisfied customers to leave a Google or platform review at the moment they are happiest, rather than hoping they remember later. GullySales builds the request into your existing follow-up steps and tracks how many turn into a review.

Also for SaaS and software companies

Sales and marketing for SaaS and software companies, the overview.

Last updated 5 Oct 2026.

For SaaS and software companies

Where it usually goes wrong, and what we would do.

“The moment is a win, not a renewal”
A ticket closed well, an onboarding finished, a request that actually shipped. That is when somebody will spend twenty minutes writing. A renewal that went through on autopilot produces nothing.
“A review that names the team size and what it replaced does work”
Buyers filter those sites by company size, industry and use case. Five words of praise sits outside every filter. A paragraph naming the spreadsheet you replaced turns up in the comparison.
“The incentive question is not yours to answer”
The review sites run their own reward programmes and label vendor-sourced reviews. Going around that gets reviews pulled and the profile flagged, and the buyer reading them can see it.

What we do

What we deliver for SaaS and software companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

The ask owned by customer success
A request made by the person who delivered the win, at the moment it happened, rather than a campaign sent from a marketing address.
Result: Customers hear the ask from somebody they already talk to.
Wording that produces a usable review
Prompts that draw out the team size, the use case and what the product replaced, so the review lands inside the filters a buyer sets.
Result: Reviews carry detail rather than adjectives.
A rule for who not to ask
Accounts with an open escalation, a failed implementation or a live pricing dispute, held off the list until the problem is closed.
Result: You stop generating your own one-star reviews.
Rewards run through the sites' own programmes
Where a reward is used at all, it goes through the platform's scheme with the disclosure that scheme requires, and nowhere else.
Result: Your reviews stay up and the profile stays clean.
A reply routine for a bad review
A short public answer that owns the part that is true and gives a named contact, without arguing about the contract where prospects can read it.
Result: A prospect sees a vendor who handles problems.
Review volume and category placement tracked
New reviews, where you sit in the category grid and what reviewers mention most, read against the baseline recorded before work starts.
Result: You can see whether the ask is running or has quietly stopped.

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How the result is measured

Reviews received
Average rating
Response rate to requests

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full online review generation and management page

Asking for reviews the right way

Ask at a moment in the product that the customer would name as a win.

A ticket closed well: When a customer replies with thanks to a closed ticket, the support lead sends the review link in the same thread.
The first workflow goes live: When onboarding ends and the first workflow runs, customer success asks for a G2 or Capterra review naming the team size and the tool it replaced.
A requested feature ships: Tell the customer who asked for it, and invite a review that mentions it.
High survey scores: Treat the customers who scored you highest as a short list to ask one by one. Never email the whole user base.
App marketplaces: Where your product is listed on a partner marketplace, such as the Zoho or Shopify app stores, ask customers who installed from there.
Rules before rewards: Check each review site's current rules on rewards and on who may be asked, and tell customer success what they can and cannot offer.

Who it is for

This is written for these SaaS and software companies.

Seed and Series A B2B SaaS still selling founder-led
Bootstrapped vertical SaaS with a small team
Product-led companies adding a sales motion
Developer tools moving upmarket into team plans
Healthcare, fintech and other compliance-heavy software
Agencies and services firms productising a platform
Marketplaces with a supply side to recruit
Companies with a full AE bench and no pipeline to feed it
Software companies entering the US from another market

Not for

It is not the right fit if.

Your customers are mostly large companies whose policy bars staff from posting vendor reviews
You have no happy customer to ask, because most accounts are still in onboarding and have not reached a win

How it works

How the review generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

1
Find the moment to ask
We walk through one customer's visit with you and pick the point where the job is done and the customer is still in front of you or holding the phone.
2
Read your current reviews
We read every review you have, count how many were answered, and note what customers praise in their own words. We also check that your name, address and phone on Google match your signboard.
3
Set up the ask
Link, QR code, message wording and a short briefing for the team. We write down what staff must never do: offer a discount, choose who to ask, or post a review themselves.
4
Answer every review
Each incoming review is answered by the routine set down in writing. A complaint is answered by the person who can fix it, with your approval where you want it.
5
Count and adjust
We count how many customers were asked and how many reviewed. If few reply, we move the moment or the person asking before touching the wording.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 7, after the sale. The audit comes before it, and sales management keeps it running.

Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need

A competitor has four hundred reviews. Can we catch up?

Not quickly, and volume is not the whole game. Recency and relevance drive those filters, and twenty recent reviews from companies of their size persuade a buyer more than four hundred old ones. Start with the accounts that had a win this quarter.

Can we ask a customer to change a bad review?

You can ask them to update it after you have fixed the problem, and that is fair when the fix is real. Asking without one reads badly, and the sites take a dim view of pressure. Fix it, then ask.

Buyers use several review sites. Which do we start with?

Start with the site your buyers name in sales calls, where your category has a listing. Ask recent won and lost deals which sites they checked. Add others later, since each has its own rules on who may be asked.

A customer agreed to write a review but has not. How often do we nudge?

Once more, from the person they know, with the link and a line saying it takes a few minutes. After that, let it go. Repeated chasing annoys a customer who is also your renewal and your reference.

How much does it cost?

There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.

How long is the contract?

The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.

How soon will we see results?

It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.

Who will actually do the work?

The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.

What do you need from us?

Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

What if we are not happy with the work?

Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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