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How to get Written Testimonials

We know what a powerful tool testimonials can be when it comes to building credibility and generating new business, 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 a 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Finally, review your testimonial file or binder at least every two to three years to identify testimonials that are no longer valid or credible.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.

Last weekend, my wife Beth and I were on a weekend trip. We wanted to go out for a nice dinner but weren’t quite sure where to go since we weren’t all that familiar with the town we were in. As Beth perused a local magazine for restaurant reviews, I logged onto the internet to search for the top-rated restaurants in the area. We settled on a steakhouse that was a more than a little bit out of the way and not so easy to get to. Why? Because the restaurant had phenomenal reviews both online and in the local magazine. That was enough to convince us we should take our business there because we were likely have a great experience.

So it is in business. Before people come to you for a particular product or service, they often want the comfort of knowing what others have said about you. Testimonials carry a level of credibility because they come from someone who has direct experience with your product or service. Consumers generally place more trust in a testimonial from another consumer than in a business’s own marketing message. They believe the average person is unbiased and has nothing to gain from providing a testimonial. This business stands to gain–or lose–everything, so its own words are seen as less trustworthy.

Have you ever asked a satisfied client for a written testimonial? I recommend making this standard practice for your business.

Written testimonials can be used in many ways to enhance your credibility and set you above your competition. Here are some key ways to use testimonials:

1. Place them on your business’s website. Some websites have them strategically sprinkled throughout so there’s at least one testimonial on each page. Others have a dedicated page where a browser can view several testimonials at once.

2. If your business attracts a lot of walk-in clients, it’s helpful to display your written testimonials, each encased in a plastic sheet protector, in a three-ring binder labeled “What our customers say about us” or “Client Testimonials.” Keep this binder on a table in your reception area, where your customers can browse through it while waiting for services. It’s a good way to connect with your prospects and enhance your relationship with current clients.

3. Include testimonials with your business proposals. This works best if you have a wide variety to choose from; you can include a section of testimonials that are most relevant to a specific proposal.

If you make it standard practice to ask clients and contacts for testimonials, you’ll build your credibility and your business.

Brought to you by Steven Kay, Coaching Director, The Business Coaching Centre, Australia 02 9959-5055

Steven Kay is a top iLearningGlobal.tv Consultant and a True Leader in Australia!

Cheers,
James Radina
James@BrianTracy.com
www.iLearningGlobal.tv