A testimonial is a powerful marketing tool. There is nothing more potent than for a satisfied customer to endorse your product or service. When a client says how great you are, it instils confidence in you, your clients and your potential customers.
However, in order to extract the maximum return from testimonials, it is important to consider what you want to achieve and how they can best support your message.
Below are three areas where testimonials can help you to win more business.
1. Building credibility and trust. There is a concern every prospective customer has when it comes to making a first time purchasing decision. “How do I know that they can provide the service that meets my needs?”
A testimonial can help to allay that concern, so making the buying decision easier. For example, “This is a great service that I would have no hesitation in recommending.”
2. Proving a statement. You may say that you can reduce costs or increase sales but there is always a doubt as to the veracity of the claim.
A testimonial can help to reduce scepticism, instil confidence and remove the objections. For example, “I reduced my costs by 20% in the first year from using this service.”
3. Reinforcing the sale. The sales process, more often than not, will involve handling objections. “Am I getting value for money?”, “How strong is the guarantee?”, “Will I be protected?” etc. Queries like these can be anticipated and testimonials can be placed accordingly to support answers.
ACTION POINT:
Ask for testimonials from your clients to support your message to potential customers.
TIP:
Testimonials can be difficult to write. Don’t inconvenience your client with the task. Provide them with proposed text to sign off. They will appreciate it.