The point is that if you're not taking customer testimonials seriously, you're losing business.
Below are a few other key reasons you should be using testimonials, as well as how to make sure they're high-quality.
1) Boost Credibility
Companies are very good at talking about themselves, but it’s only when a customer backs up their claims that they become credible.
This credibility builds trust around your brand and product, making you seem a good choice when a prospect comes to deciding whether to go with you or one of your competitors.
2) Overcome objections
There may be some doubt in a potential customer’s mind when they come to purchase.
Whether it’s price, speed or if the product actually works. A simple testimonial may just put their mind at ease.
3) Emotion
Emotion comes into play in every sales process, no matter whether big or small, product or service-oriented.
The fact of the matter is that testimonials add an emotional pull to your sales pitch; they use people that your prospects an relate to and who have similar goals, problems and needs.
It’s all well and good emailing your customer and asking them to write you a testimonial, but it’s not enough if you want to them to be an effective source of reinforcement and credibility.
“You did a great job, I’d definitely use you again” may sound great and it might make you feel satisfied with your service, but it just isn’t going to cut the mustard when your visitors are looking on your website, so here are 4 great ways to get the most out of you testimonials.
Make it easy for your customer to write
I’m guilty of over thinking and so are many others asking to write a testimonial would send me into panic mode, what shall I say? How long should it be? Formal? Informal? Be specific in what you want their testimonial to achieve, give your customers set questions such as ‘what impact has our product had on you and your business?’ And ‘what would you say to people who were debating using (your company)?
Make them credible
Testimonials are a two-way street: anyone can make up a testimonial if you want people to think your business is credible then so do your testimonials, you can do this by including a picture and or company they work for.
Highlight your ideal audience
Choose testimonials from customers that represent your target audience. If you’re selling kids clothing make sure you represent that with testimonials from parents and let visitors know they are parents by specifying eg. ‘Carol Hopkins Mother to Lucy and Michael’.
Stomp out objections
Make sure that your customer highlights an objection that your company overcame. It’s a powerful tool when visitors are ready to make a decision in the buying process if prospects have similar concerns having an effective testimonial will alleviated the doubt and make the decision easier. When asking your customers for testimonials be sure ask for what objections they had and how you overcame them.
Testimonials are a simple way to get your company and product to resonate with other potential customers. We tend to overlook their effectiveness and pick and choose our favourite ones, but with a little nurturing you can make them a real sale asset.
