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Successful sales people will tell you that one very
effective strategy is using testimonials. A testimonial
is defined as "a statement testifying to benefits
received." It's amazing that something so simple can
have such a huge impact on the referral business
that can be generated for you and your referral
sources.
There are a few key questions that you can ask
when you are trying to determine the best ways to
use testimonials as part of your referral strategy:
- Why should I give testimonials?
- How can I create testimonials to give about
others?
- What's the best way to deliver a testimonial?
Why should I give testimonials?
Sure, when you give testimonials about others, it
makes them feel good. But what are the real benefits
to using testimonials in your strategy to generate
more business for others?
Testimonials are used to create credibility for the
person in the spotlight. When you give a powerful
testimonial about someone, the credibility and trust
you create for them far outweighs anything that
they can say about themselves. In fact, sometimes a
strong testimonial, properly placed and effectively
delivered, can create more value for an individual or
business than a new client. One good testimonial can
generate several new clients, and effective
testimonials truly keep on giving.
How can I create testimonials to give about
others?
One of the biggest challenges in creating testimonials
for others is knowing where to find them. You can
create testimonials about others using strategies
such as:
- Meeting one-on-one to learn about their
business
- Visiting their office or worksites
- Asking to see testimonials letters they have
received from their customers
- Talking to their customers or clients and ask them
what they think
- Doing business with them
What's the best way to deliver a testimonial?
Decide who your audience is and the reason you are
giving the testimonial. Some things to consider
include deciding whether you'll be giving the
testimonial in a one-on-one situation or in a group
setting. Will you have collateral material or will your
message be verbal only? Is it a personal introduction
or are you endorsing someone with the hopes of
making an introduction?
Then you should focus on real-life success stories.
The key to doing a great testimonial is to keep it
brief. Your testimonial should spark interest and
dialogue about the person you are edifying so a
prospective client or customer can seek more
information. The elements that make up a great
testimonial include:
- How long you've known the person and how you
met them.
- Did the person help you or someone you know?
You will want to share briefly who was the recipient
of the product or service provided.
- What did they do? Did they (a) save a client
money (or help a client make more money), (b) solve
some type of problem or (c) provide outstanding
service or follow-up?
Give your endorsement
Support others and they will support you. The more
testimonials you create and deliver for other people
in your network, the more likely it is they create and
deliver testimonials for you. Be a role model. Use the
strategies discussed to support others and by doing
so, demonstrate how others can provide the same
for support for you. There are many appropriate
places you can choose to deliver testimonials for
others including:
- Introducing them at a networking event
- Introducing them at a meeting
- Introducing them in your company newsletter
- Bringing them up in conversation when you hear a
need from someone they can help
- Creating a testimonial "booklet" and placing it in
your office or on your desk for your customers and
clients to view
When you give a testimonial about someone, you
don't guarantee they will land a new customer or
close a big contract. You do provide a starting point
for a dialogue that can cause a business relationship
to happen. Successful sales people know that the
time invested in making testimonials happen for each
other can lead to a significant and fruitful return on
relationships.
Why not start using testimonials today to receive a
higher return on your relationships?
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