This month, Paul McKibbin of SPS North West looks at how positive, believable comments from real customers, with
real names, can have a positive impact on your business. Testimonials are clear
evidence to potential buyers that you can be trusted, and with this foundation
in place, selling to them becomes much easier.
Here are five tips to help you get persuasive testimonials and use them to convert
prospects into buyers.
1. Go after testimonials
Do not hesitate to ask for a testimonial when you know you have a happy customer. Try and stimulate your customers to give you testimonials. For example, send an email to ask what they liked best about your product or service. Alternatively, customer focus groups are a great opportunity to get customers talking about what they appreciate most about you.
2. Get testimonials for all your products and their different benefits
Not all of your prospects and customers are the same. They don’t buy the same products and may even buy from you for different reasons. So get testimonials from each of your customers. Try to get testimonials that mention a variety of different benefits your customers derive from using your product. Get them for products across your entire range.
3. Only use testimonials with the right characteristics
The message should mention benefits rather than features – that’s what people really buy. Ensure it substantiates your marketing claims – if you say your product can do something, your testimonials should back up your claim. It must sound credible so accompany each testimonial with the name and company of each testimonial-giver. Get their permission first, of course!
4. Don't fudge it
Don't edit or rewrite your testimonials to exclude a negative comment or to elaborate on what is there. If you can't use the testimonial pretty much as it is, ask your customer to rewrite it or don’t use it at all.
5. If you’ve got it, flaunt it
Where do you use testimonials? Where don’t you! Use them on all marketing, your website, ads, newsletter, brochures, on your product packaging, in your shop / office, on the back of your business cards - shout them from the rooftops!
Testimonials are a great tool to help persuade buyers. Start applying them now in your business and you will quickly start converting more prospects into customers.
To learn more about how we can help you build the value of your firm, or to
look at some of the other services we offer, contact SPS now for a FREE discussion by calling our office in the North West on
0161 903 8291