A testimonial is a statement from a satisfied customer, explaining why they like a product or service and the benefits they got from using it. The goal of using testimonials is simple — to build trust with consumers and inspire them to take the next step and make a purchase. Customer testimonials are the bread and butter of true marketing experts. In a nutshell, they are someone else’s word that your products and services do what they are advertised to do. They work because we’re human, we crave social proof and validation.
Why are testimonials so effective?
- Testimonials build trust- Your customers are raving about your product or services first-hand, which helps potential customers establish a connection with your company.
- Testimonials overcome doubt- A good and efficient testimonial has the capability to convince even your “hard to sell” visitors that your product or service really made a difference in your customer’s life
- Testimonials don’t come off as forced sales- Because the testimonials aren’t in your words, they stand out on your website, sales pitch, etc. as candid and are impartial descriptions of how well your product works.
While testimonials can have a tremendous effect on your business, need to take steps to ensure they’re using them correctly. Here are some tips regarding how and where to use testimonials to your best advantage:
- Choose the most relevant testimonials: It is very crucial to choose testimonials that will help you sell your product. The theory is that people respond better to customers to whom they can relate. You can also boost authenticity by including the testimonial writer’s full name, job title, company, and photo, with permission of course. The goal is to show your customers that their peers are happy with your products and services, and they will likely be pleased as well. Be sure to post them on your website and social media pages!
- Feature your testimonials in the most eye-catching places: First, make your testimonials easy to find. Never bury testimonials on pages people are least likely to visit. Once you’ve gathered a collection of testimonials, set up a page on your website dedicated to showing them. A good strategy is also to sprinkle them throughout your most visited pages, such as your homepage, and at points where customers are making buying decisions. The goal is for your customers to come upon positive feedback no matter what page they click on.
- Include them in your sales pitches: If you pitch directly to your customers, whether it be face-to-face, in writing, or on the phone, you should use customer testimonials in your sales pitch. Use relevant testimonials for specific clients. Your prospective client is probably around and maybe weighing up the pros and cons of a number of products or solutions. A fantastic testimonial can be the deciding factor that makes them choose you over a competitor.
- Use video testimonials: In this day and age, people are more likely to watch a video than read text on a screen. A video testimonial can be used on several different platforms, including your website, social media, email campaigns, and sales meetings.
Follow Futwork for more learnings and content on sales and running your sales teams.
