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What did they Say about Me? Harness the Power of Testimonials!
by Karen Moehr
Published on this site: September 8th, 2006 - See
more articles from this month
Testimonials are a great way to market your business and service. They
give you credibility-a third-party endorsement. It is no longer you alone
saying that you and your company and products or services are phenomenal-it
is someone else saying that they are phenomenal! When you place an ad,
everyone knows that you have paid for it. It is you "tooting your
own horn." Much more believable and credible is someone else who
is "tooting your horn!"
Where should you use them? Use testimonials in your marketing materials,
use them on your web site, use them in advertisements, use them in your
media kits, put them on business cards and make sure to use them in your
sales presentations and/or on the telephone as success stories. Use them
as often as possible-people love to see what other people say, who they
are and what their experience was with your service. If possible, follow
a current trend of putting a small picture of the person giving the testimonial
next to it. This really helps your potential customers feel more comfortable
by putting a face to the testimonial.
So, how do you get all of those glowing testimonials from satisfied customers?
Simply just ask them. Get in the habit of asking every single satisfied
customer for a testimonial. It may take some time to get comfortable with
but once you do it will come naturally. Your customer will be pleased
you asked them for their viewpoint and likely happy to oblige!
In getting testimonial, there are many ways to get them. Here are a
few:
- Ask your customers to fill out a brief customer satisfaction survey.
Leave space for comments at the end. Make sure to also ask at the end
of the survey, "May we use your name and comments in our marketing
materials?" Have a space for them to check "yes" or "no,"
along with their signature. Most people are delighted to have you use
their comments!
- If you use public speaking to increase your visibility and generate
leads for your business pass out an evaluation form to your audience.
Make sure to ask at the end of the evaluation form, "May we use
your name and comments in our marketing materials?" Have a space
for them to check "yes" or "no," along with their
signature. Again, most people are delighted to have you use their comments!
- Using the satisfied customer's name greatly increases your credibility.
It is far stronger to have an endorsement with a name than without.
Use the customer's name and the company name. Make sure to ask permission
to use their name first.
- Ask your customers to write testimonial letters.
Say, "I was wondering if you could help me." (People love
to help!) "Would you write a testimonial letter for me outlining how happy you are with
our product/service?" (Only ask customers that you are sure are
happy!)
- Offer to write it for them, "I know that you are very busy.
I'd be more than happy to draft something for you to edit." People
do genuinely want to help, and people are also genuinely very busy.
This makes it easy for them to help.
- Every time you complete a project and/or a customer says something
positive to you about your product/service, say to them, "Would
you write that down on your letterhead? It would be a big help to me,
and I would use it to market my product/service."
- Use your testimonials as success stories when speaking with prospects
or even customers.
This enables you to tell others what you have accomplished for your
customers without appearing to brag. The model of a success story is:
Your customer had a problem. You fixed it. They are now very happy.
Remember to always tell your success story from the customer or prospect's
point of view. That means stick to the benefits that your
customers received from your work.
- On blue days, post your favorite testimonial letters on a bulletin
board or clear wall space near where you work.
Put the rest into a three-ring binder. Anytime you start to feel "blah,"
read through your letters from all of the people saying how much you
have helped them. It will perk you right up!
K. Moehr - is President of Moehr & Associates, a marketing
firm that specializes in helping direct sales and small business professionals
grow their business. Ms. Moehr is author/publisher of numerous marketing
books and newsletters, including the Direct Seller Guide and Top Sellers
Tell.Direct Sales Professionals Tell How They Achieved Big Success! Learn
more at: http://www.isellmoretoday.com
or email [email protected]
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