However good you are at talking up you and your business, what your customers say about you is infinitely more persuasive to new prospects.
You only have to look at sites such as Ebay, Tripadvisor and Amazon, to understand how valuable customer testimonials can be in influencing buying decisions. Before employing the services of a new supplier, how many times have you asked yourself “Who else purchased this product/service and what happened when they did?”
When you can show potential clients that other people similar to them have purchased your product or service and enjoyed some wonderful benefits you will increase your chances of making a sale.
The New Clues website, from the authors of the successful book “The Cluetrain Manifesto” quotes “If we want to know the truth about your products, we’ll find out from one another.” Which means that you need to get your best and most loyal customers to specifically tell prospective consumers the benefits of doing business with you.
Most importantly, make it easy for them to leave feedback for you. Asking 2 or 3 questions is more likely to get results than asking 10 or more. These can then be asked by email or survey tools such as Survey Monkey. The most effective process I’ve found is by asking customers 2 very simple questions:
- Would you recommend this [service/product/event] to other [target market]?
Not only will you learn about yourself, but so will potential new customers.
When you’re asking for a testimonial and feedback, make sure you mention that it will be used on your website and social media channels. It could even encourage them to do so, if you link the feedback back to their website.
Then, make sure you display the comments where ever you can, e.g. on your website, marketing brochures/leaflets or in a display folder in your office.
I’ll leave the last words to Facebook founder, Mark Zuckerberg:
“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”
What’s been your greatest testimonial? What impacts do testimonials have on your business? I’d love to hear your stories, so please do get in touch here.