Step 1 – Ask them for Permission…
Simply ask ‘Would you mind giving me a testimonial about how you’ve experienced the service I have provided?’
Step 2 – Identify the three specific things they’ve experienced you’ve done well for them…
‘What specifically are the three things that have impressed you about my service?’ or perhaps ‘What are the three things you’ve enjoyed most about my service?’
Don’t be ashamed to guide them or offer suggestions…
As they give them to you write down the answers, and when they’re finished rephrase the answers and feed them back to them so that they are clear on what they value about you.
Step 3 – Get a commitment on the date…
‘Derek, when do you think you could have that too me? Would this week or next week be better?’ They will mostly choose next week in which case you can respond with ‘That’s fine, I’ll give you a call on next Thursday to arrange picking it up. By the way would you mind putting it on letterhead?’
If there is any hesitation about commitment, offer to draft the testimonial for them. Use the three specific things they told you as the basis for the testimonial and try to use their exact words so each one you write is different. Give them a commitment on when you’ll have it to them. Once you’ve delivered it to them get their commitment on when you can pick it up.
Remember: You can never have too many testimonials… Make a habit of asking for them from every delighted client…
Points to ponder…
Get the testimonial signed on their letterhead with Name, company, position, and phone number – ideally all four things but name is enough.
Ideally the testimonial will be no longer than a few paragraphs.
Multiple Testimonials should be developed for each product, service and unique aspect of your business…
Be sure to follow them up if they have not passed the testimonial on to you. It is more likely they have gotten busy rather than they don’t want to do it. They may also not know what to say. This is a great opportunity for you to write it for them.
The best time to ask is just after the sale, around the same time as you’re asking for referrals from them… You should also ask after any significant contact…
Live with passion,
Stephen Covey author of the book ‘7 Habits of Highly Effective People’, describes it as your emotional bank account. That bank account that determines the strength of your relationships with the people you interact with.
Consider each time you’ve made a valuable, educational contact with any one of your prospects, customers, clients or advocates. You’ve made yet another deposit in their emotional bank account. This emotional bank account that you hold with your clients directly relates to the power that you have to generate increased sales, increased margins and naturally, increased profits.
The Relationship Marketing system you have available will ensure that you make regular, valuable and educational contacts with your market place, and because it is automated it eliminates the chance of a ‘withdrawal’ from your emotional bank account.
It will bring you a great new level of control, making sure that your clients are being contacted regularly and ensuring the information they are being given is providing a consistent message and is the most appropriate, highest valuable information possible. After all when you educate your clients to the value of what you can do for them, positioning yourself not as somebody looking to sell to them but rather as a trusted adviser with their interests at heart, you inadvertently make deposits in their emotional bank account.
Tapping the emotional bank account of your market place is the way to ensure that you will increase your personal bank account.
Live with passion,
You know that you have built the ideal relationship when an existing or potential client thinks of your product or service…they immediately think of you!
Ask yourself honestly how many of your clients would do this, and you may discover that you need to do a little more work on improving some of your relationships.
The essence of Relationship Marketing in helping you build the ideal relationship, it’s foundation is built on integrity, honesty, openness, trust and mutually profitable exchange. Relationship Marketing simply consists of one individual communicating with another individual…regardless of their company or position.
When you build your business using Relationship Marketing, you develop a referral-based business by becoming a trusted advisor, confidant and friend to your client.
This process forms the basis of two very powerful questions to keep in mind anytime you’re working on the development of your business. First ask yourself, “Is this action positioning me as a trusted advisor?” and then, “Am I building a referral-based business by what I am doing?”
If you can’t answer yes to these two questions, you should immediately stop what you are doing and consider another course of action that will help you achieve your desired outcome…building the ideal relationship!
Live with passion,