The Power of Testimonials to Draw New Clients
You have a web presence but you don’t have testimonials from satisfied clients. Without testimonials, which are a great part of your credibility, people will be reluctant to interact with you and will certainly be reluctant to buy from you.
On the other hand, if you are able to show testimonials from loyal clients who believe in what you do and how you do it, other people will want to try you and your offerings out as well. It is an excellent idea to gather as many testimonials as possible. One easy way to get people to write testimonials for your business is if you offer to write one for them in return. You might ask what you do with the testimonials once you receive them. The answer to that is simple: you leverage them to the hilt and use them to attract new clients. Remember, testimonials from others have a very powerful impact on your business, however, you should also bear in mind that you are the only person who cannot give a testimonial for your own business.
- Be consistent: It is not always easy to ask for a testimonial. However, if you never ask, you will never receive. There is nothing wrong with offering some sort of incentive if a former or current client is willing to write a testimonial for your business (besides your offer to write one for them). You might offer a discount for something that they enjoy, or a free Ebook, etc. If you get in the habit of asking each and every customer for a testimonial, you will have plenty of testimonials from which to draw when you need them. You can never have enough testimonials.
- Facilitate the path: It is not enough to merely ask for a testimonial. You still need to do some work to receive it. You should make it as painless for the person from whom you are requesting the testimonial as possible. You can have a form available on your website, for example. There are also all kinds of places where you can request a testimonial, such as on your business card, letterhead, on on any number of social media channels where you have a presence.
- Be specific: When you request a testimonial, it helps them and you if you tell them specifically what you would like included in the testimonial. The more specific details that are included in the testimonial, the more powerful it will be for you and your business.
- Honesty: Whenever possible, you should have real names in your testimonial. If real names are not used, the testimonial will not have the same credibility and will thus not carry the same weight. If it is impossible to have the full name stated in the testimonial, you should at least have the first name and last initial. If at all possible, having the name of the company that they are from and their title stated is also important for your testimonial.
- Timing: The best time to request a testimonial is right after you have completed a project with the person of whom you are making the testimonial request. The reason for this is that the experience of working with you (in whichever capacity) will still be very top of mind for them. If you request the testimonial at that time, you will also most likely have the best chance of getting them to agree to writing it.
- Obtaining permission: It is very important to be clear about the fact that once you receive the testimonial, it will be published for everyone to see. That is the proper thing to do and if you don’t get permission first, it may come back to bite you.
- Testimonials can take on many forms: Not all testimonials are in writing. Testimonials can also be still images or videos. You can be as creative as you like when it comes to testimonials.
- Posting the testimonial: As you are deciding where to post the testimonials that you have received, remember how powerful they can be for your business. You should put them in a place of prominence where everyone can see them and be impressed by them. If you don’t put them in an obvious place, they won’t do what they are supposed to do for your business.
Conclusion
You should never underestimate the importance and the power of testimonials. They give credibility and value to your business and all of your hard work. You have excellent, high-quality products and/or services, which you offer to deserving customers. You deserve the reward of having your loyal, satisfied customers tell everyone about the excellent work that you do so that new people will want to become clients and so that you will become more and more successful in your business.
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Just one more addition to that extremely valid list – your testimonials should be current. No point in using those that are a few years old!
Regards,
Achuthan
Via LinkedIn Groups
Group: Marketing Communication
Discussion: The Power of Testimonials to Draw New Clients
I agree with you. Reminds me need to put them on mind
Posted by Theresa Worton
Via LinkedIn Groups
Group: Social Media Plus
Discussion: The Power of Testimonials to Draw New Clients
I 100% agree with you, Michael. Testimonials are like gold! They motivate buyers because they offer a third-person review of your company, offering excitement and insurance to your prospects.
Posted by Tara Brohawn
Via LinkedIn Groups
Group: Marketing Communication
Discussion: The Power of Testimonials to Draw New Clients
I thought the section on permission was interesting and I have found that this is often the roadblock. In most cases the people that you engage with in the project or in a sales cycle are more than happy to provide you with a quote or even a full case story, but as soon as the question of permission and approval are raised things can change. At this point it becomes a larger and needs to be passed through to the marketing and legal departments, here there may be rules and guidelines that may derail the process.
Having a formal customer reference program in place may be one answer, as it provide a formal process that the can be introduced and discussed at an earlier stage and hopefully can eliminate the emergency stop after we have all put in a lot of hard work.
Posted by Bill Parker
Via LinkedIn Groups
Group: Books and Writers
Discussion: The Power of Testimonials to Draw New Clients
I agree. Without proper testimonials, I'd never approach anyone – be it an editor or a cover designer or whatever.
Posted by Rasana Atreya
Via LinkedIn Groups
Group: Online Advertising Professionals – North America
Discussion: The Power of Testimonials to Draw New Clients
I have a Group on facebook that my customers can talk all they want about my product – Topless Sandals – and I also have on facebook, a recommendation tab they can leave comments. I have seen from postings that interested parties are looking at these and seeing that my customers are happy campers…so, I will agree that some form of referral is a grand idea. Don't have it on my web site and not sure that I will…but the facebook accounting is here and now and the gals are able to know that the info is real.
Posted by Barbara J Peterson
Agree that the best is to ask as a project is completed – and if anyone spontaneously compliments your work, get into the habit of asking: Would you be willing to put that in writing?
I've had the experience of a former boss who for many years classified my work as 'outstanding' in annual appraisals, but declined to give a simple online testimonial because the Human Resources department told her not to (though admitted they'd never even thought about it before). Yet HR staff admit to checking up the LinkedIn and Facebook accounts of job applicants!
Via LinkedIn Groups
Group: Bergen Area Networking Group
Discussion: The Power of Testimonials to Draw New Clients
Michael, Testimonials can all sound good and 'may' remove a prospect's reluctance to interact, but who's to say the testimonial is in fact for real? I can write, edit and extol the virtues of myself and business and post it to my website but where is the authenticity verification? This is where I think the power of Linkedin comes in with their recommendation method.
Another item to consider, if you have too many testimonials, you could be using a sledge hammer or pile driver to get the point across. Being selective in your choice and source of testimonials I think is better than being overwhelming in volume. And if you're so good at what you do, why do you have to work so hard to prove it?
You provide some great tips in your bullet points including timing, permission and placement. Thank you for those reminders!
Posted by Stan Cohen
Michael,
I whole-heartedly agree with you as a former IT solutions business owner and now selling software in the ERP Arena it is crucial that we have success stories and positive feedback for potential clients to feel comfortable especially when technical sales have become somewhat impersonal.
No longer are we in the age of a handshake deal over your favorite spirit. I believe that your best point of contact is too have reputable testimonials to show integrity, trust and positive results. This has helped me in the past and will always continue for the future.
Thanks for sharing!
Ryan
630-413-4001
Via LinkedIn Groups
Group: American Marketing Association of New Jersey
Discussion: The Power of Testimonials to Draw New Clients
Testimonials work we have a page of them on our website and I often use them in my blog articles…
Posted by Gary Baron
Amnuai Beckenham commented via Facebook.
Amnuai wrote: "Could not agree with you more. As a business located in a remote part of a 3rd world country testimonials are absolutely essential to our survival. Thanks for sharing"
Via LinkedIn Groups
Group: Bergen Area Networking Group
Discussion: The Power of Testimonials to Draw New Clients
Hi Michael – I toally agree in fact I aways make the point that the real power of linkedin is in what others say about you and your business. Linkedin does not really start to become a powerful business tool until you have at least 30 quality recommedations that support the value you outlay on your profile
Posted by Adam Petford
My Premier Business (MPB) Today commented via Facebook.
My Premier Business (MPB) Today wrote: "I agree. The testimonials on my Facebook page motivate me to continue to work hard. I'm sure customers and potential affiliates enjoy hearing and/or reading the testimonials for proof of credibility and value of the business. Thanks for posting this info."
Via LinkedIn Groups
Group: Business Writers of America
Discussion: The Power of Testimonials to Draw New Clients
Great post. I would add that customer success stories are of even greater importance and really an extension of the testimonial. However, in order for a customer success story to work, there must be three elements present: a challenge, a solution and a result. Like the testimonial, the customer success story can be marketed a number of ways (in press releases, on a website/blog, e-newsletter, etc.)
Posted by Colette Connolly
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Group: "Write It Down"-A Website for Writers
Discussion: The Power of Testimonials to Draw New Clients
I agree completely. After my publisher obtained testimonials from two of the most compelling review sources in the genre, sales increased. I can also use their testimonials to generate new opportunities. The sooner authors and publishers work on obtaining testimonials, the better the chance they will appear on the first edition jacket.
Author, Jacob's Courage
Posted by Charles Weinblatt
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Group: Social Media Plus
Discussion: The Power of Testimonials to Draw New Clients
Great article Michael. Since Google changed the way reviews are displayed on their places page, particularly how they decreased the visibility of external reviews, have you started to change your review strategy at all? For example: Placing a greater emphasis on having individuals add a testimonial to a Google Places rather than Yelp. Thanks!
Posted by Matthew Corasanti
Via LinkedIn Groups
Group: Bergen Area Networking Group
Discussion: The Power of Testimonials to Draw New Clients
Agreed Michael & Adam. It really doesn't matter what we say about ourselves, it matters what others say about us – carries much more weight!
Posted by Julie Weishaar
Via LinkedIn Groups
Group: Bergen Area Networking Group
Discussion: The Power of Testimonials to Draw New Clients
Thanks for "devil's advocate pov," Julie, and certainly the favorable testimonial could be a favor, or a reciprocation. Video testimonials I think, would be more difficult to gather, have a quality look and have those willing to do it. Here again, they could be rehearsed well, pre-scripted scenarios. So in the end, the adage of "look before you leap" would be a big help to decision makers. In other words, vet your vendors, suppliers and colleagues.
I'd like to know Adam, how you arrived at the critical mass of 30 "quality" testimonials? This could also imply that some are not of the quality level required but could ultimately be weeded out.
Posted by Stan Cohen