Customer testimonials are one of the most effective, easiest to obtain and affordable marketing tools available today. Testimonials are powerful. They create believability, credibility and a sense of security for customers. They help break down the barriers and doubt that many buyers feel during the sales process. Watch any shopping channel or infomercial and you will find them loaded with customer testimonials. Why? Because they work!
Testimonials provide a powerful medium to facilitate customer persuasion. Look at the success of Ron Popeil’s, Ronco Showtime Rotisserie; you know who I’m talking about right? Does this ring a bell? “Just set it and forget it”. Ron’s sold millions of dollars worth of this product by utilizing the power of customer testimonials.
Great customer testimonials provide multiple benefits including:
- Diminishing the fear of making a bad decision
- Clearly defining the benefits of your product or service
- Overcoming common customer objections
- Enhancing your position as a preferred provider
A good testimonial is a powerful external opinion about you, your business and, or your product or service that reassures potential merchants and helps move them along the sales cycle. Gathering testimonials from satisfied merchants can take time but it is well worth the effort.
You can position testimonials in multiple advertising material including; websites, brochures, flyers, the back of business cards, posters, audios, information sheets, press releases, advertisements and more. The use of testimonials is only limited by your imagination.
A unique way to use testimonials is to create a merchant testimonial book, just snap a digital photo of your merchant’s business and include a glowing recommendation. By linking a visual aid with your merchant testimonial your message packs an extra punch. Share your merchant testimonial book with all your potential prospects; the mere fact that others in the area see you as their merchant service provider of choice and are extremely happy, will give you a distinct advantage over the next guy.
One thing to keep in mind is to ensure any testimonial you use is specific and to the point. Vague testimonials don’t really tell a potential merchant anything.
A vague testimonial reads like: “I was very satisfied with your rental car service.” “Your course was great. Thanks!” “I got great results.” “Quality tech support.” “I really enjoy your product.”
Vague testimonials like these are better used for ebay feedback than high-powered customer communications.
Specific testimonials say things like: “I was impressed by the 24- hour concierge service, especially when they found an all-night printer at 3 am. “ “I increased the number of sales leads from 2 per month to 10 per week.” “The section in your course about negotiating with stubborn sellers was invaluable.” “Tech support spoke to me in plain English and isolated the problem in 90 seconds.”
Specific testimonials work for two reasons: First, they sound more credible. Second, they promote a specific benefit or address a common question that will help persuade potential buyers.
Testimonials are not only a powerful tool that helps to break down a prospect’s skepticism and fear, but when a customer gives you a testimonial, it works to solidify your relationship because they have “gone public” with their statement of support for your business.
Here are some key reminders.
- Ask for testimonials from your customers as soon as they purchase your product or you install your service.
- Don’t forget to get permission from your customer to use their testimonial in your advertising.
- Thank them profusely and let them know that it’s testimonials like theirs that help your business grow.
- Ensure that their testimonial is very specific and to the point.
- And always, always look for new and innovative ways to integrate your customer testimonials into your marketing programs.
Now go forth and dig up some awesome testimonials!
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