Picture a courtroom with a thundering prosecuting attorney towering over a cowering defendant who shifts nervously in his seat. The man knows he’s innocent of all charges but breaks out in a cold sweat, nonetheless. Things don’t look good for him. Until, the back doors of the courtroom burst open. “Wait!” shouts the defense attorney’s assistant, striding up the aisle, waving a handful of signed papers. “Wait! We have a witness!”
Everyone has had a bad experience with a salesperson. Everyone. One of the biggest challenges in being in sales is simply overcoming a prospect’s instinctive lack of trust. Chances are good they’ve mentally tried and hung you before you’ve barely got your foot in the door. What’s an innocent sales rep to do?
Testimonials. A testimonial is a written endorsement from a happy, satisfied customer. It’s also one of the smartest tools a sales professional can have in their arsenal.
A testimonial does several things:
It affirms the claims you’ve made to a prospect
It validates your reputation
It encourages confidence in the mind of the prospect
Bring Your Witnesses With You
When someone is making a purchasing decision, they want to go with the lowest risk option. Being handed a list of quotes or ringing endorsements that include prior satisfied buyers’ names, titles, and companies can make all the difference in the prospecting and presenting stages of the sales process.
How do you get a testimonial from a satisfied client? You ask.
Say something along the lines of, “I’d like to have a testimonial from you for the purposes of sharing your good experience with us in order to get new business.”
If the person agrees, grab the testimonial on the spot. Ask the client to just think out loud about what they like about your services, then type it up, format it, and send it to them for their approval.
The Defense Rests
One of the biggest advantages you will ever have is being trustworthy. In this minds, prospects are always seeking validation and credibility from the salesperson or the organization they’re buying from. Testimonials affirm the claims you’ve made about what you’re going to deliver. Therefore, potential customers feel more confident in trusting you with their business.
Happy satisfied customers are your greatest point of leveragability. Don’t wait until the last minute to pull them out. Instead, bring them along with you on your next sales call, in the form of testimonials.