Achieving 37% Revenue Growth with Testimonials (Part 2)

You may remember that the April Affect discussed what testimonials are and how to use them. We talked about the three types of testimonials, endorsement, expert, and customer. Now, it's time for Part 2: The When of Testimonials. As you read about the best times in your sales cycles to use a testimonial, be thinking, again, about which type will work best for your company. Or, give me a call and we’ll put our heads together!

Part 2: The When of a Testimonial

The other important bit of info that is critical to your success is understanding when to use a testimonial. There are two times in a sales cycle when it will work.

First, a testimonial serves well early in the sales cycle. After a prospect is aware of your company and understands what you might do for them, they will typically dig a bit to learn more about you. This is the time to offer brief glimpses and insights to your clients. An error that is often seen is offering large in-depth case studies and offers for the prospect to talk to the customer too early in the sales cycle. This is the wrong time and format. Frankly, out of respect to your customer, you should not direct people to talk to them…this is not a reference list at a job interview. The thing to do is offer a quote or actual experience an existing customer has had. The customer’s credibility and voice is offering your prospect encouragement and safety to begin a conversation. They might even inspire your prospect to believe they can do as well as the person in the testimonial! Early stage prospects need safety and reassurance to move forward.

Second, testimonials help your current customers become more passionate ones. Passionate customers see themselves as part of your company; they tell friends and peers; they see you as a partner. Our experience of inviting clients’ customers to be photographed, interviewed and quoted has been a great one. Sometimes there is a bit of apprehension to ask, but experience has proven the higher up you ask, the easier it is to get the testimonial. The CEO is more likely to offer his name than the mid-level executive who must ask for permission. …and that affords you more credibility! Our clients have reported receiving calls from other CEOs who want to be in the testimonials because they see their peers and want to be included.

Testimonials offer both assistance with your marketing and sales and your customer retention and satisfaction. Dive in. It is a great tool and a huge asset that many do not leverage well! Why should you trust me on this? Well, this is what one of my clients said, “FitzMartin helped us… we believe in the strategic thinking and guidance that they provided.”
Wayne Killion, President
Shook & Fletcher Insulation Company

Thanks…hope it helps.

Sean
sean@fitzmartin.com

P.S.—The April and May Affect newsletters are posted on our website, www.fitzmartin.com if you would like to read Part 1 and Part 2 together.