You Lost Me There, Part 6
There's an old adage that says, “The more you tell, the more you sell.” Let's put a 21st century twist on this. Providing your prospects and customers with solid testimonials from present customers can be a powerful selling force for your business.
From a psychological perspective, consumers much prefer to hear what their peers are saying. As we get deeper into the age of social media, peer recommendations are becoming the norm as part of a prospect's evaluation process. No longer are you able to push out messages and have customers buy on impulse. Today’s consumers are extremely sophisticated. They seek out information from many sources beyond a company’s marketing materials before buying decisions are made.
Therefore, companies who provide their customer stories up front are giving themselves an edge over the competition.
You'd be surprised how easy it is to get testimonials from your customers. Here are four tips to help you get started with the process:
- In most cases, all you have to do is ask. Have your customer service reps ask everybody they're on the phone with when they hear a good story. (Believe me, they hear all sorts of stories. The question is: Do they filter up to you?) Have your reps say something like, “Wow, what a great story! Would it be OK to share that with our other customers?” Simple, right?
- Scan your database and pick customers from your top RFM cell. Give them a call, send them a letter (of course thanking them for their patronage) and see what happens.
- It’s a little trickier to get video and pictures from your customers. But it may be worth adding some sort of incentive for video or pictures. A contest is always a good draw.
- Engage your customers on social media sites. Monitor what people are saying about you on your sites. Contact the ones who say great things. Of course, the ones who say not-so-nice things are customer service OPPORTUNITIES waiting to happen when you resolve their issues.
Where to Feature Your Testimonials?