June 23

The Power of Testimonials…

Hey guys,

Testimonials and especially ones that are on your website, your business cards, your printed matter are so essential. It will help you build your credibility.

3rd party Endorsement – When someone else speaks about us it is always treated with a greater level of believability than if we say it…
Leverage against an existing relationship – Using an existing relationship that someone has with another person transfers the trust, integrity and relationship to you. You can then use this relationship to your mutual benefit (ie leverage).
Reinforces your value to the writer – In dealing with certain people we build expectations that cause us to overlook the true value of this relationship. The process of writing a testimonial refocuses a client on the value of our products and services and relationship. Written endorsement is much more intensive / credible than verbal.
Identifies opportunities for this client – The process of writing the testimonial for you focuses the clients attention of your products and services, combine this with an effective relationship marketing system and the client will consider their needs for your products and services.
Relationship Building – The simple act of asking them to provide a testimonial on your behalf reinforces your commitment to the relationship, it makes them feel important. Remember the first time you asked your teacher in school to provide you a reference, the teacher was normally happy to do this. Your client will experience the same feeling.

3 steps to easily attaining a powerful testimonial…

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,

Brett Alegre-Wood


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