TALK O PERATIO NS
7 TIPS FOR
GREAT
Let’s be honest - selling isn’t easy. Unless you can convince your prospect that your product or service will give them the result they’re seeking, you won’t get the sale. And what you say is often taken with a pinch of salt. After all, we’re all sceptics these days. So how can you almost instantly prove to the prospect that you can deliver on your promises? It’s actually much easier than you may think - you use Social Proof. Although there are other good options for social proof (which you should also use), customer testimonials are the most common and often the most powerful form. What surprises me therefore is how often I see businesses trying to sell and market their offering without the use of testimonials. You make your life very difficult if you don’t use them. Testimonials add credibility to your marketing materials and the ‘story’ you’re telling becomes far more believable. Your reputation is enhanced, and a new prospect will know that other buyers have received the benefits you’ve promised. So, what are the key elements to a great set of testimonials? Here are my 7 recommendations…
- Identify the person giving the testimonials by their name, their title, what they do and where they’re from. Add a photo if possible.
2
If you can’t put the details of the person providing the testimonial, you’re better off not using it – people may suspect it’s a fake!
1
- Make sure the testimonials are specific. For example: “I’m delighted to say this workshop has made a significant difference” - a difference in what?! This type of generalised testimonial is weak, so it’s best to use a more precise description of what has been provided and the difference it has made. Better still, giving exact facts and figures can be really effective, such as “our business made £24,900 more profit after using ABC product!”
