Testimonials help accelerate sales. That's because the perspectives of peers is among the information sources that prospective customers value most.

They value testimonials even when it comes from vendors in the form of endorsements—and is likely to have inherent bias. If they didn't, they wouldn't seek out referrals, ask for references, or download case studies before making major investments of their time or money.

Most prospects are not experts in purchasing the types of products and services you offer. Therefore, they take steps to reduce the chances of making the wrong decision.

They turn to testimonials because testimonials are readily available and because they hope to learn from others' experiences. For example, testimonials may help prospects to identify buying criteria they may not have otherwise considered, or to get a better sense of the level and quality of results they can expect to achieve.

Getting such information quickly, and with minimal effort, can speed the purchase. Therefore, it's incumbent upon you to have it at the ready.

Here are 10 steps you can take to create compelling testimonials.

1. Determine what testimonials you'll need

Articulate your objectives. What is the profile of the individuals you hope to influence? At what point in the sales cycle do you want to exert that influence? What action do you want them to take after reading the testimonial?

Now, step into their shoes. What will they need to hear to take action—and from whom?

Every prospect's situation is different and so each seeks different information:

  • Some will want testimonials that speak to how you helped others with similar situations or challenges.
  • Other prospects will want to hear from "someone like them" to get confirmation that you understand their situation. That person may be someone in the same industry, someone who performs a similar function at another company, or someone who has a similar operating environment.
  • Still others will want to hear from your marquee accounts.

Develop a grid that lists customer attributes on one axis, and customer concerns on the other. Use the grid to slot the testimonials you have and track the ones you still need to get.

2. Ask every customer for a testimonial

There are many benefits to getting testimonials from your customers. Preparing a testimonial compels customers to reflect on the value they derive from your company and its services. Such reflection tends to reinforce their appreciation of that value.

Testimonials also provide you with the opportunity to learn what your customers found most valuable—versus what you assumed mattered most—so that you can sell that same value to others.

Another reason for asking every customer for a testimonial is that you'll need a lot of testimonials to address every prospect's specific needs.

3. Tell your customer how you plan to use their testimonial

Help your customers help you. To prepare an effective testimonial, your customers need to know what you're trying to accomplish. Like you, they need an understanding of the target audience and the objective of the testimonial. They can then think about their experiences with your business from that perspective.

The other reason for telling customers how you plan to use their testimonial is to increase their comfort level. Most people are more amenable to making specific comments than to giving sweeping endorsements—especially true for customers who have had experience only with particular aspects of your business.

4. Offer to help prepare the testimonial

The obvious reason for offering to help customers prepare the testimonials you request is that it places less burden on them and ensures that it will get done. The more important reason is that you can help shape the content.

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Ten Steps You Can Take to Create Compelling Testimonials

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ABOUT THE AUTHOR

Barbara Bix is managing principal of BB Marketing Plus, where she helps companies enhance their brands by capturing and enhancing the customer experience.

 LinkedIn: Barbara Bix