Loading Are you using testimonials effectively in your business? If not, here’s some things you can do immediately.
Most people are not using testimonials effectively. Why are testimonials important? Because if someone else says it it is more “true” than if you say it. Robert Cialdini illustrates this perfectly in his book “Influence, the Psychology of Persuasion.” If you haven’t read that book I highly recommend you read that book.
But most people cannot translate those concepts into usable tactics that you can implement easily. Here are some ideas.
One, if you have a room in your business to where people wait before you meet with them to give a sales presentation you could have the following
1) letters form happy customers on the wall, (or in a book)
2) pictures of these customers and their families on the wall (or in a book)
3) a “testimonials book” that the person can review before you meet with them
What does this do? It “prepares” someone else for the sales presentation.
You can then refer to these happy customers constantly.
Now, the next question you might have is this: How many testimonials should I have?
Answer: As long as they are professional, quality, and are true — as many as possible. As many as possible. As many as possible. How much? As many as possible.
Why? Well because some testimonials will resonate better with some people than other testimonials.
Testimonials are also used to overcome objections. They need to display the initial skepticism or objections someone had to buying your product or service before they bought it. What it did for them. Remember that most of the time people are thinking that whatever you are selling won’t work for them — they are somehow different and you must overcome their lack of confidence.
Does this make sense?
Other things to include with the testimonial.
As much information as possible. Their location, job title, what you have done for them, why they chose you versus someone else, and more.
Then you can ultimately say something like this, “If you have any questions about what I am selling feel free to call any of these people.” (of course, make sure you have permission from these people). Generally your clients will be glad to do this. They want to help you if you have taken care of them.
Remember, your goal is to build a case that proves your value proposition. And if you were on trial facing the electric chair for 8 years (crispy!) or 80 years with Bubba in a 8×8 cell, wouldn’t you want your defense team to present as much proof as possible in your defense?
That is the same idea. And remember many formats can work. Print, audio, video, anything and everything can work for testimonials. Make sure they are high quality.
