One of the most effective ways to sell your products and services is with customer testimonials. Potential customers are really not that interested in your passion, expertise or your belief that your work changes lives in the marketplace. It’s about hearing from those who have gotten benefits from your work and are willing to tell the story. People are always looking for a sense of community, people who are like them, going through what they are going through, etc. So when your testimonials are from people that others can relate to, it increases the credibility and likability of your work as a viable solution to the problem. Your testimonials should be a summary of the work you did for a client and how that work has made a difference in their business. And it is the key to more clients, raising your rates and growing your business. Here are a few tips on how to use testimonials to get more clients for your small business.
Display Your Testimonials: We know people will Google you before they call to make an appointment or get a quote. So your testimonials must be on your website, your social media profiles, and in your e-zine or newsletter. Essentially you must put testimonials everywhere that you can so they can be seen and create an environment for people to learn about how you could help your customers.
Trust is the key. People buy when they know, like and most importantly trust that you can solve their problem. People trust you more quickly when other people share the experiences they’ve had with you. And, the more consistent the experiences, the more people will trust you.
Remove the need to sell. Testimonials help prospects to self-select themselves into working with you. If you have all of your success stories in one place on your website, prospects can literally sift through them and find someone who is much like them. As they resonate with that individual, they begin to see you as the only solution to their problem because after all, you helped so and so.
There are two types of testimonials. Those that sell and those that don’t. Let me demonstrate.
Which would you want on your website?
Coach clients for testimonials. Magnetic testimonials attract new clients. In order for a testimonial to be classified as such, it must tell a before and after story so that the readers of the testimonials get a true sense of the value of the work you did to help your client. The testimonial should be filled with results or benefits. You want to be sure that the transformation or ultimate result is clearly identified and on display. Be sure to have your client include any tangible results they received like an increase in revenue as a result of your work.
Close with a call to action. Having the client say something as simple as “If you are looking to once and for all stop struggling with [insert major problem], you need to hire [insert your name]“, can speak volumes and help you to get more clients.
Display as much information as possible. You want a picture, first and last name, city and state, or company name, where applicable of the person providing the testimonial. Video testimonials are the absolute best to use, if your client is agreeable.
Client confidentiality issues. Some industries aren’t able to share their clients’ names due to confidentiality. In those cases, you would opt for a case study where you describe the client before working with you, highlight what you did to help them and share the end result. You may include a brief quote from the client but their name or other core identifying information is never used. You may say something like a “30-something account executive for a Fortune 500 company”.
Start collecting and displaying your effective client testimonials today. It will make a huge difference in your close rate with your prospects.
How has having client testimonials made a difference in your business?
“Testimonials Word Shows Supporting And Recommending Product Or S” courtesy of Stuart Miles / www.freedigitalphotos.net
About the author: Darnyelle A. Jervey, MBA, a leading Business Optimization coach and mentor, is the founder of Incredible One Enterprises®, Incredible Factor University® and the Leverage Your Incredible Factor System®, a proven step-by-step program so you experience financial and spiritual abundance in your life because of your business. For more information darnyellejervey.com
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