>“Gain a modest reputation for being unreliable and you will never
be asked to do a thing.” – Paul Theroux
I look at a lot of websites in my line of work and I’m always amazed at how few companies incorporate testimonials. Simply a written or spoken endorsement of a product or service by a third party, testimonials are a powerful way to turn prospects into clients by anticipating and addressing reasonable questions and concerns that naturally arise in the selling process.
Sometimes my clients are sold on the idea of adding testimonials to their sites but they aren’t sure how to go about doing it. It can certainly be daunting to ask clients to write supportive statements on your behalf.
A process I’ve found that works well is to first identify the types of products or services you’d like to be selling more of. For example, if you’re a lawyer and you really enjoy drafting wills, you’ll want to focus on getting testimonials from your will buying clients, not your intellectual property ones.
Approach each customer individually by explaining that you’re going to be adding testimonials to your website and would like to include them. It’s easier on your client if you send them a list of questions to answer, rather than expect them to draft something from scratch.
Form the questions by thinking about common questions or objections you hear from prospects, and keep the questions open-ended to draw out specific, believable information. Once you receive the answers, you can edit together a short paragraph and run it by your client for approval before posting it online. You’ll find your online testimonials will help do your selling for you, 24 hours a day. They’ll also help you understand what your clients find most valuable about your product or service.
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©2009 Barbara Wayman, BlueTree Media, LLC.