Everyone likes to hear good things about the choices they are about to make. They comb the internet searching for validation that they are making the right choice. In fact, these days, with sites like Yelp and TripAdvisor, if you don’t have someone saying good things about you, you have people wondering what is wrong with you.
As a leader in your field, your customers rely on you for the best service/product available in your industry. Unless a potential client knows you personally, one of the effective (and cheap) things you can do is show them proof from other clients that you know what you are doing and you will take care of them.
All this sounds good, but it’s the rare satisfied customer that is just going to volunteer a testimonial. You need to take the lead. It starts with asking.
Timing is everything
The time to ask for the referral is the right time. This may vary from client to client. For some, if you’ve had a long, arduous, yet successful contract negotiation, it might be right after the proverbial ink is dry, For some, it might be once you've got a few months under your belt displaying the superiority of your product/service. Read the signs and always keep an ear to the ground for the right time to ask.
Tell them what you want
Most happy customers would be happy to talk about their experience, but they might not know what to say. Or, what they say isn’t exactly what you need them to say to make the most of the testimonial.The best way to get valuable testimonials is to point your clients in the right direction. Give them the questions you’d like them to answer. Questions like:
Shine the light
Once you have the testimonials in hand, don’t be shy about using them. Put them front and center on your website. Broadcast them on your social media platforms. Use them in marketing collateral. Customer testimonials have the highest effectiveness rating of any marketing content you can produce. So, be sure to take advantage of this valuable, inexpensive marketing tool.
Wendy Peloquin is Chief Creative Officer of Pixie Fish Marketing. She has 25+ years experience weaving creativity with common sense to craft memorable messages and successful marketing strategies
For my clients, I'm a storyteller, cheerleader, push-you-out-of-your-comfort-zone type of marketing consultant. Hopefully I can inspire you too.