| One of the challenges that business owners
and solopreneurs face when marketing their products and services is the issue of
credibility. Prospects have a natural wariness which only increases with higher priced
items and services. If they aren’t familiar with you and your company, the decision
process can take much longer or even stall.
There are a few ways to overcome skepticism but one of the
best is using endorsements from satisfied clients. Unfortunately, business owners often
neglect this simple but powerful tactic. Well-written testimonials create believability,
credibility, and a sense of security for your prospective client. They set you apart from
other businesses and help you break down buyer resistance. It’s no longer about you
telling your prospects how great you are, now they have a recommendation from objective,
third-party individuals who have invested in your product and service .
“But I feel uncomfortable asking my clients for
testimonials”
Many business owners are uncomfortable asking for
testimonials. But it doesn’t have to be a daunting task. In fact, testimonials can be
incorporated into your business process as part of the regular check-in that you should
already be doing with your clients. Additional benefits include:
- Customers become active partners in your business which can
further your relationship and lead to repeat business and referrals.
- Asking for testimonials keeps you proactive in ensuring that
you’re delivering outstanding customer service.
“How Do I Ask for Testimonials”
There are several keys to asking for compelling and
effective testimonials:
1. Strike while the iron is hot, ask for testimonials as
soon you’ve provided your service or sold your product.
2. Ask for specific details of how your business or
services has positively improved their situation or solved their problem. Request specific
“before and after” measurements.
Here is an example of a testimonial which offers specific
details about the benefits they received:
“We were able to sell our house for $20,000 more
than other houses in our neighborhood and we credit our real estate agent, Jane Doe. She
brought us qualified, motivated buyers and our house sold even sooner than we expected. We
can’t say enough about Jane’s professionalism and hard work.”
3. If at all possible, include your client’s full
name, industry or profession, and location. Testimonials by “B.K.” aren’t
as believable as one by “Barbara King of Seattle, WA”.
4. Always make sure that you ask for permission before you
use a testimonial. Most people will agree but it’ll prevent any problems with clients
who might not want to have their testimonial used for promotional purposes.
5. Thank your clients for their recommendation and let them
know how important their support is to the growth of your business. If appropriate, send
them a gift card or small token of appreciation.
“I’ve got testimonials, now what?”
There are countless ways to use your testimonials for
maximum leverage. Here are just a few:
1. Use testimonials on your website. One option is to have
a separate page on your website for testimonials. While this can be very impressive,
particularly if you have many testimonials. However, it’s also a good idea to include
one or two on all the pages of your site. For example, if you have a testimonial about
your ezine, include it on the sign-up page.
2. Include testimonials in your advertising. People are
skeptical of ads so having a success story can significantly increase your response rate.
3. Create a “brag” book. You can keep this at
your business and use it during sales presentations.
4. Include a link to a testimonials page in your email
signature.
5. Testimonials will increase the impact of all your
marketing material, including brochures, direct mail pieces, proposals, and public
relations materials.
Famous advertising guru, David Ogilvy said that
“Testimonials increase credibility and sales”. Make a commitment to ask all your
clients for a recommendation and find more ways to use them to grow your business. The
results will be worth it.
Copyright 2007 – Merlyn Sanchez |
