Using Testimonials to Increase Sales

What makes a good customer testimonial?

To maximize the selling power of testimonials, you should keep a few tips in mind:

Tip#1 - Be Specific

Testimonials phrased in specific terms pull more weight than more general statements. For example...

"I increased my companies profits by $78,350 last year using your advice!"

is a lot more effective than..

"I enjoy working with your company."

Tip#2 - Cite Complete Attributions

"Mr. John Jones, President SMITH MANUFACTURING Chicago, IL

rather than

" J. Jones, Chicago"

The more complete the attribution the more believable the testimonial.

Tip#3 - Use Customer Terminology and Phrasing

Resist any temptation to rephrase you customers' words. You'll generally lower the believability factor.

Tip#4 - Use Photos of the Testimonial Writer

You will triple the believability and selling power if you print a photo along with the words. Photographs of the person using your product work best.

How To Collect Usable Testimonials...

Collecting usable testimonials should be an organized and on-going marketing function.

First...Read the in-coming mail carefully and keep a file of customer comments. Follow-up on those with potential and put them in usable form.

Second...Analyze your customer list and develop a sub-list of your top 10% of customers by sales volume and frequency of ordering. Carefully craft a letter to this select list "Asking for their help". Suggest to them what you are looking for in the way of comments and then let them provide you with the raw material. The important lesson here: You can't sit casually back and hope for testimonials to come your way. You have to go out and get them.

The reward, however, is always worth the effort. The time you spend nurturing your testimonial program will result in increased sales and profits, an improved image, more sales leads, lower sales costs, shortened selling cycles, and improved cash flow.