by Kelly Jones

Have you ever looked at the testimonials on a website or brochure before ordering a product or service? Were they the reason that you decided to invest? Have you used testimonials in your business? There are several key factors in using testimonials effectively to influence your customers to try your product or service. We’ll take a look at those factors as well as some tips and tricks to keep in mind when using them.

Testimonials play an important part in building trust with potential buyers. Potential customers want to know that other people have tried and liked your product or service. When deciding to invest with a new company, there are several sources of anxiety that go along with a new purchase. These include the following:

• Quality – Does your product or service meet their standards?
• Longevity – Will the product or service be reliable, will it serve the needs required?
• Security – Can they trust the security of your personnel or website with their personal or financial information?
• Price – Is your price competitive with the competition? Is the benefit worth the price?
• Ease of Use – Is your product/service easy to use, or does it require extensive knowledge or practice?

These are all questions that can be answered with the use of testimonials. Customers want to know that other people just like them have taken the chance to try what you have to offer. Testimonials carry the authority that your product is real and has value to someone other than you. When past customers believe in what you have to offer as much as you do, it carries a lot of weight.

How Do I Get Testimonials?
Testimonials can be acquired in a number of different ways. You can have a customer satisfaction survey for them to fill out online or by mail. Offer a discount to encourage responses and future business. Follow-up calls are also a nice way to show extra customer service and find out how pleased the customer is. I recently received just such a follow-up from a local chain building supply company regarding the carpet install that was just completed. I gave a good review of not only the install service, but also of their customer service to verify that the job was completed in a satisfactory manner. This is a good way to get the customer talking about their experience. Ask them if they’d mind you quoting them for a testimonial, or if they’d send in a quick email or letter.

Which Testimonials Do I Use?
When you’ve been in business a while, hopefully you have an array of testimonials from which to choose. How do you know which ones? You should choose ones that focus on different areas of business. For example: Customer A focuses on her customer service experience as the best part of her purchase, Customer B talks about how easy your product was to use or install, Customer C is amazed how quick the delivery took place, and Customer D can’t believe the quality she received for the price. Use the testimonials throughout your website and literature. Use them in strategic places so that your potential client sees the one pertaining to the information they are viewing (installation ease on the product page, quick delivery on the shipping page). Bold words that are important so that they stand out at a glance. Insure them each step of the way that you can provide the customer service they expect and deserve.

There are a few additional things to keep in mind when using testimonials. Always ask the customer’s permission before using their testimonial and ask if you can list their name and company if pertinent. Try to use first and last names, unless there is an issue of confidentiality where initials are more appropriate. Never polish or change a testimonial beyond spelling errors to make it sound better. Always consider testimonials a direct quote that can be verified. You don’t want to accidentally lose a customer that was praising your company.

Just remember testimonials build trust and can encourage potential customers to try your product or service. Don’t overwhelm them with quotes, but use them wisely and in strategic locations. Show them that other clients just like them also believe you have the best quality, longevity, security, price and ease of use that there is to offer.

This e-mail address is being protected from spam bots, you need JavaScript enabled to view it