We know what a powerful tool testimonials can be when it comes to building credibility and generating new business (see last week’s blog on this topic), but it’s also very important to know how to successfully use testimonials and how to ask for them.
First off, there are three keys to successfully using written testimonials:
1) Ask for testimonials at every opportunity.
2) Guide the content of your testimonials.
3) Update your testimonials.
So at what point in the sales cycle should you ask clients (or other contacts) for testimonials? This is a tricky question, but in general, ask for no testimonial before its time–which may be before, at or after completion of a sale or project,depending on your client, your product or service and your own needs.
Let’s say that one month before finishing a project, you call your client to ask how things are going. The client tells you that she’s very happy with the results and that her life or business has changed for the better because of your product or service. At this point, your testimonial detector should be pinging loudly. It’s the right time to make your pitch: “That would be a great thing for other people to know about my company. Would you be willing to write me a testimonial on your company letterhead by the end of the week?”
If the answer is yes, the next step is to coach your client in writing a testimonial that fits your needs. Ask her to tell why she chose to work with you, how she benefited from your products or services, how you solved a problem for her and what other people should know about your business. What things are most people concerned about when using a business like yours? Ask her to address those issues. Don’t be afraid to offer suggestions; you’ll make it easier for her to write an appropriate testimonial, and the results will be more valuable to you.
Finally, review your testimonial file or binder at least every two to three years to identify testimonials that are no longer valid or credible. Specifically, you may want to discard or refile a testimonial that:
- Is from a company that’s no longer in business
- Is/was written by someone who has left the company
- Represents a product or service that you no longer offer
- Has begun to turn yellow with age or
- Needs to be updated with new statistics from the customer
One more thing: Remember the law of reciprocity? It works here, too. If you want to motivate someone to write you a testimonial, write one for him or her first.
This entry was posted on Monday, June 1st, 2009 at 6:00 am and is filed under Business, Collaboration, Ivan Misner, Marketing/Sales, Networking Education, Self Development. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.8 Responses to “Three Keys to Successfully Using Written Testimonials”
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June 1st, 2009 at 6:08 am
[...] Three Keys to Successfully Using Written Testimonials [...]
June 1st, 2009 at 10:39 pm
great format. Will utilize the same for the education slot in my chapter Abundannce in Mumbai
June 2nd, 2009 at 9:15 am
Great post, this is solid advice for any one in the service or business to business arena.
Jay Hofmeister
http://www.theresumebay.com
June 2nd, 2009 at 4:48 pm
The conversation with the client can also quite enlightening. You may find things out about your work that you were completely unaware of before.
June 3rd, 2009 at 10:01 am
I have found testimonials A very useful tool in building my customer base and credibility.
Daniel
http://www.danielstowing.com
June 3rd, 2009 at 6:31 pm
I also ask people who have heard me speak or who may have been in one of my workshops, to write a recommendation on my Linkedin account. I recently won a speaking opportunity because of those recommendations.
June 5th, 2009 at 8:35 am
I should definitely give this a try.
June 9th, 2009 at 8:32 am
Great article. My website is currently under construction, and I was having a difficult time trying to make my testimonial page affective. Testimonials are one of the first things I look at when visiting a company’s website. Just saw an excellent example on Vesta Networks website http://www.vestanetworks.com.
Thanks for the tips!