How To Get Good Testimonials From Your Best Clients

Author: Jonathan Taylor

Author: Jonathan Taylor

If you're not using testimonials, in your sales and marketing efforts, you're neglecting one of the most powerful tools at your disposal. I like what Dan Kennedy says in his NO BS Sales Success book: "What others say about you and your product, service or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent." Most of us would agree with this. The problem lies where the rubber meets the road- getting them. There's a right way and a wrong way. I'll share briefly my personal experience in getting good ones. First, never expect your client to take the time out to think one up on his own if you ask him. Even he loves your product or service, he won't do it. People are generally only concerned with there needs, not yours. They're not interested in taking their time out for you. Remember, I said generally. There are some gems out there that are more than happy to do so, but theses individuals are always the exception to the rule. What I learned early on is that people are more willing to do things for you if they are easy. If you take away most of the guess work, they'll usually accommodate you. So here's one strategy I implemented- create a questionnaire form that produces answers you can use to make your testimonial. Here's an example of a testimonial questionnaire I have used. It contains only 4 questions: 1. What is your overall feeling about our company?

2. Describe in detail a specific experience with us that you were happy with:

3. Describe the one or two benefits you have gotten from our product or service that you value most.

4. Explain specifically how these benefits have helped you in production. In using this format, I take away lot of the thinking for them. Sure they have to think of the answers, but that makes it a lot easier for them than having to come up with something on their own. The way I worded the questions also assures me that no answers will be completely the same. The best way to get these testimonials answers back is to give them an incentive and make it time sensitive. Let them know if they are able to have this questionnaire back you by tomorrow they'll get something in return. I've used gift cards to restaurants and they seem to work well. Lastly, at the end of the questionnaire, make sure you have the following statement for them to approve: _____ I do NOT mind if you use my name in any of your promotional material(s). It's important to always have permission when using their statements in your marketing.About the Author:

Jonathan Taylor is president of Surefire Sales & Marketing in Knoxville, TN.

You can read his daily sales strategies at http://www.JonathanTaylorblog.com

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