Get Your Customers to Shout Out about You
The very best endorsement we can get is from happy clients
and customers, but it appears to me that very few people
take advantage of this opportunity. Too many sales letters,
brochures and websites are self-centred, i.e. what products/services
we provide, not who we have helped and how.
I have just conducted a quick random sample of ten B2B
service providers’ websites and, surprisingly,
I didn’t find a single testimonial. One website
did, however, give a list of about 20 clients they had
done work for – better than nothing, I suppose!
So why is it that so many companies don’t let
their customers do the shouting for them? My guess is
that the vast majority of satisfied customers and indeed
even those who are our “raving fans”, are
just too busy shouting about their own businesses to
have time to think about ours.
So if you want lots of excellent testimonials, as well
as delivering excellent service and value, you’ll
probably need to ask for them. Firstly, you need to think
about who you would like testimonials from. If your ideal
clients are financial directors of large companies, a
glowing recommendation from Mrs Butterworth’s flower
shop is clearly not going to cut much ice. People want
to hear that you’ve helped people like them.
Secondly, you ideally want testimonials that talk about
and support the important and unique aspects of your
business. Simply asking for a testimonial might not achieve
this. The best way is to follow up with customers after
providing your service, asking them if everything is
okay and specifically about the important points you
want feedback on. When they make some positive comments,
at the end you could say something like – I’m
really pleased that you’re delighted with our service.
It would be tremendously helpful if you would write a
couple of paragraphs about what you’ve just said
and if you could include X and Y you mentioned, that
would be great.
Finally, for testimonials to work, they must be believable.
Many people, unless there is an obvious need for confidentiality,
may rightly be suspicious of a testimonial signed, “T.C.
from Liverpool ”. The more specific details you
give (full name, title, company, contact details, company
letterhead, etc.), the better.
If you would like to transform your business, then please tell me a little bit about
you and your business by completing this brief questionnaire. My assistant
will then telephone you to arrange a convenient time for an exploratory consultation call, to see
whether we would like to work together.