70% of consumers read customer testimonials before deciding to buy, making them incredibly powerful marketing tools for winning new business. If you don’t have them, you’re expecting your customers to “take your word for it.” For today’s savvy and borderline-sceptical consumers, your word just doesn’t cut it.
Client testimonials provide the reputational proof that consumers need to hear before they can start to trust your business, let alone buy from it. Below we explore client testimonials in more detail and explain how you can use them to win more business.
Client testimonials are reviews of your product or service to inform others of its value. When a testimonial is offered by a person in an authoritative position, it is a lending of credibility.
For example, when you see a doctor’s face and name on a pharmaceutical product in your local pharmacy, they are assuming responsibility for its quality. If the product doesn’t deliver, the doctor goes down with it to some degree. In effect, a client puts their own reputation on the line when offering a testimonial.
Testimonials can come in many forms, from a client recommending you on LinkedIn, writing a blog article, a review on Yelp, or a providing a full statement about your business that appears on your website.
Client testimonials increase your business’ credibility. This matters because 70% of consumers read testimonials before making a purchase. Further, 63% of consumers report being much more inclined to purchase from a business that displays client testimonials.
Interestingly, consumers have increased their trust in testimonials. The Local Consumer Review Survey found that 88% of consumers trust online testimonials as much as the trust personal recommendations. This means that they place the same amount of value on the feelings of someone on the internet as a close friend or family member.
A lot of businesses don’t use client testimonials because they don’t want to make the effort. It’s worth it, and we’ll show you how to do it with ease in three simple steps:
There are two main methods for collecting testimonials: asking directly or using automated systems. Either way, ensure you ask for their permission to display their testimonial first. You can also give them a call or send an email.
Don’t be put off by asking your clients directly. When you see them next, simply ask if they could provide some feedback on your business. Give them a form to fill out which has clear sections for their response.
Automated systems can also be useful to assist in the collection process. Forms can be sent to clients so that they can provide you with a testimonial in a shorter time, requiring less effort from them and you.
You want to have a clear idea of the ideal responses, and this will guide your questions. The most important thing is to be specific. You don’t want the client to waffle because that won’t convince other consumers. Focus on what your product or service aims to do (e.g. increasing builder productivity on-site) and this will keep it concise.
It can also be a good idea to include a section such as “How would you recommend our business to others?” This will prompt them to provide an overall testimonial of your business.
Remember, your aim with client testimonials is to increase trust in your business, and this means providing the right kind of detail. For example, put a photo of the client next to their testimonial, it’ll show prospects that the person is genuine. If you have a video of them speaking the testimonial, even better. But make sure it’s natural.
Using testimonials is a great way to turn your prospects into customers. Collect client testimonials, ask the right questions and display the responses on your website, and gain the upper hand over your competitors.
For more great business advice for builders, enrol in our Building a Better Trade Business eCourse today.
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