Testimonials Part 2

What do you do with the testimonials?

GET THEM ON YOUR WEBSITE!  Put them in your sales literature – make them visible and accessible to your potential customers.  This is something I’m continually working on with my websites.  It’s one of the easiest ways to keep your content fresh. 

Here’s an example of a website with great testimonials.  The business owner emailed some of her best clients and told them that she wanted to get some quotes from customers on her new website.  She was overwhelmed with the response – she had no idea how much people loved her products because she never asked!  (Remember?  All you have to do is ask!)  Click here to see the testimonials on the Baby Goin’ Places Website.  (www.babygoinplaces.com)

Why put the testimonials on your website?

Like we’ve talked about before, your audience meets you on the internet before they ever meet you face to face or talk with you on the phone.  How can you sell them before you see them?  Tell your prospects about someone else’s positive experience.  They’re already considering your product or service because they’re on your website.  Make them feel comfortable before you even talk with them. 

Your customers identify with someone else’s experience.  They want to know that someone else has gone through it; they want assurance that it will all turn out ok. 

Customers are unfortunately conditioned to expect lousy customer service and a bad experience through the sales process.  If you can provide your prospects with testimonials that directly combat the feelings they’re anticipating, and turn them around – you win!

When to use testimonials?

Here’s a scenario:  You’re sitting down with a potential customer over coffee or at their home giving them an estimate.  Everything seems to be going well – but then they say something like “Everything looks great, but it’s going to be too expensive.”  Great.  Now what?

“Mrs. Jones, that’s not a problem.  I can definitely see why you’d think it’s expensive – Mrs. Smith felt the same way.  Actually, here’s what she said after she had her new windows installed:  Insert Mrs. Smith’s testimonial.”  (Then you send Mrs. Jones home with a sheet full of testimonials of other people like her.)

In addition to using your testimonials on your website, you want to have them handy on sales calls, too.  They’re an essential tool in helping your potential customers feel at ease before they purchase.

Testimonials are a mirror

Testimonials are a reflection of you – your company, your service, your business practices, and your character.  Testimonials are like a mirror – there’s nothing better than looking in the mirror and feeling good about the person looking back at you.  Testimonials reflect what your customers think about you.  They’re an invaluable tool in your box.

Practical Steps:

Call or email your best five customers.  Ask them questions like these:

• What was the best thing about working with us/using our product?
• Where can we improve?
• What would you tell someone who is also considering working with us?

If they say anything “testimonial-worthy” ask permission to use their words on your website and sales literature.

Note:  If a customer says “I really enjoyed working with John” that’s great for you, but it doesn’t help a future customer understand what he specifically liked about working with you.  Specific testimonials are the most effective.

Go get some pats on the back – and let me know if you have any questions!

Kerri Smith, Marketing/Advertising Director
NittanyWeddings.com