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What do your customers think about your product and service? That’s the question that your next potential customer wants to hear answered. Testimonials are the best way to ensure that your business is social proof and has strong credibility. After all, you can talk all day about how your company is the best and write pages on your website to persuade someone to use your company, but why should anyone trust you? That’s why testimonials are so important: they can benefit many critical aspects of your sales pitch.

1) Boost Credibility

Companies are very good at talking about themselves, but it’s only when a customer backs up their claims that they become credible. This credibility builds trust around your brand and product, making you seem a good choice when a prospect decides whether to go with you or one of your competitors.

2) Overcome objections

When they purchase, there may be some doubt in a potential customer’s mind. Whether it’s price, speed or if the product works. A simple testimonial may just put their mind at ease.

3) Emotion

Emotion comes into play in every sales process, whether big or small, product or service-oriented. The fact is that testimonials add an emotional pull to your sales pitch; they use people that your prospects can relate to and who have similar goals, problems and needs.


How to Get the Most Out of Your Customer Testimonials

It’s all well and good to email your customer and ask them to write you a testimonial, but it’s not enough if you want them to be an effective source of reinforcement and credibility. “You did a great job; I’d use you again” may sound great, and it might make you feel satisfied with your service, but it just isn’t going to cut the mustard when your visitors are looking at your website, so here are four great ways to get the most out of you testimonials.


Make it easy for your customer to write

Don't overthink it; make it easy for the customer to know what to say rather than risking them panicking and writing something unhelpful. Be specific in what you want their testimonial to achieve. Give your customers set questions such as, "What impact has our product had on you and your business?" or "What would you say to people debating using the company?". 


Make them credible

Testimonials are a two-way street: anyone can make up a testimonial. If you want people to think your business is credible, so do your testimonials. You can do this by including a picture of the company they work for.


Highlight your ideal audience

Choose testimonials from customers that represent your target audience. If you’re selling kids' clothing, make sure you mean that with testimonials from parents and let visitors know they are parents by specifying, e.g. ‘Carol Hopkins, Mother to Lucy and Michael’.


Stomp out objections

Make sure that your customer highlights an objection that your company overcame. It’s a powerful tool when visitors are ready to decide on the buying process. A compelling testimonial will alleviate the doubt and make the decision easier if prospects have similar concerns. When asking your customers for testimonials, ask what objections they had and how you overcame them.


Testimonials are a simple way to get your company and product to resonate with other potential customers. We tend to overlook their effectiveness and pick and choose our favourite ones, but you can make them a real sales asset with a little nurturing.



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