Ask for Written Testimonials

Written testimonials are the most powerful marketing collateral you can have. Everyone is slightly nervous the first time they buy a product or service from a new supplier. You can dispel that nervousness if your customers can read the success stories of others who have gone through the same buying decision process.

Testimonials guide many of our everyday decisions. We read reviews of TV programmes, movies, restaurants, hotels, books, etc. Some are from professional reviewers, many from just interested consumers—user contributions explain a lot of the success of online sites like Amazon.com.

The testimonials that really count, however, are those from trusted friends and colleagues. You will probably follow their advice because you know that they know what you like and dislike.

So it is in business. Before people come to you to buy your product and service, they want the comfort of knowing what others have said about you. Savvy businesspeople collect and display endorsements from satisfied customers, eg, in a folder in the lobby waiting area, for visitors to browse. Or post them on their website.

There are three keys to being a successful user of testimonials.

• Ask for testimonials at every opportunity
• Guide the content of your testimonials
• Update your testimonials.

It is a good practice to ask every customer how she feels about your product or service. If she hasn’t enjoyed the experience, this is good feedback that you should act on immediately. If, though, she has had a good experience, follow up immediately with a request for a testimonial, preferably written on the customer’s letterhead. If you are connected on LinkedIn, ask for a recommendation there. This is especially valuable, because it can’t be faked!

If the customer agrees, coach her in what to write. Suggest she writes why she chose to work with you, what benefits she got from your product or service, how you solved her problem and what other people should know about your business. Don’t be afraid to offer suggestions. It will make the task easier for your customer, and more valuable for you.

Finally, every two or three years review your collection of testimonials. Remove from display those that:

• Are from a company that no longer exists
• Are written by someone who has left the company
• Represent a product or service you no longer offer
• Have begun to yellow with age
• Need to be updated with new statistics about the customer.

Action this week! Ask for three written testimonials. Make it easy for your advocates; specify what you would like them to write (but don’t write it for them—you want the words to be theirs). Ask them to be typed on company letterhead and signed. Ask them to do this before a certain date (a week or two hence).

The law of reciprocity works well here. If you want to receive a testimonial, perhaps you should give one first.

This article is similar to an educational talk I gave at a BNI Premier networking breakfast. It is based on material in The 29% Solution by Ivan Misner.