People have always valued opinions expressed directly to them. Marketers may spend millions of dollars on elaborately conceived advertising campaigns, yet often what really makes up a customer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source.
To learn more about marketing best practices download the Alaniz Guide to Generating Website Traffic, Leads and Sales.
Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when people are buying a product for the first time or when products are relatively expensive, factors that tend to make them conduct more research, seek more opinions, and deliberate longer than they otherwise would. – McKinsey Quarterly
We’re often asked how to go about getting good customer testimonials. The good news is that it’s really pretty simple. . . you have to ask. Ask your client or customer to take a few minutes to give you a testimonial. You can do this face-to-face, or in written format (like an email “interview”) or hop on Google Hangouts and make a quick video.
For B2B companies, be sure that you get a testimonial in written format and have your customer post it on your LinkedIn profile or company page, as well as on your website. This short, written testimonial can be created by extracting comments from the full testimonial that you’ll get using the following questions.
Questions to Ask Your Customer for a Written or Video Testimonial
- Give me a one-minute history of your career (or your success, or your business). (Get them relaxed and comfortable. Everyone loves talking about themselves.)
- How did you get involved with our company?
- What was the reason that you chose us?
- Was price more important that delivery, service, and quality? (This question gets to the value of the products/services you provide.)
- Tell me what your experience has been with our products/services? (Ask for the customer’s experience and wisdom.)
- Can you think of a word or phrase that best describes your relationship with us? Why that particular word or phrase?
- How has working with us changed the way your company does business?
- Have you had our competitors knock on your door? If so, what did you tell them?
- Why would you recommend us to someone else? (This is the key part of the testimonial.)
- If someone called you and said “Why should I do business with XYZ company”, what would you tell them?
Testimonials & word of mouth are the driving force behind 20-50% of all purchasing decisions, and yet only about ⅓ of businesses are actively seeking & collecting customer reviews on an ongoing basis.
According to an article in Econsultancy, when a site has customer reviews, 63% of visitors are more likely to make a purchase & reviews produce an average of 18% uplift in sales.
Image source: Econsultancy.com
Testimonials are affirmations for your prospects to validate or solidify their feelings on a future purchase. And your customers who give testimonials are happy to do so and appreciate the brand recognition.
If only 1/3 of businesses are collecting testimonials, this is a great opportunity for you to race past your competitors and to do so with some really valuable content – the praise of existing customers and comments that will help your prospects understand the value you provide.
Why not contact a couple of your clients or customers for testimonials today?
Testimonial image credit: Flickr
2017 Marketing and Editorial Calendar
Successful marketing begins with a plan. Keep track of all your marketing efforts in one customizable marketing & editorial calendar.