“I want to believe you, but I’m not sure I trust you” is the unspoken doubt in customers’ minds about salespeople. The devil in every sale is customer doubt. Specifically, a salesperson’s lack of credibility.
Slow down. Forget about “updating” your “professional profile.” Why? To put it graciously, too many are being “massaged” by salespeople who think they need to “enhance” themselves. But customers aren’t fooled; bad experiences make them suspicious and they back off from saying “yes.”
The tool that helps bridge the “credibility gulf” is the customer testimonial. But wait a minute; don’t roll your eyes and stop reading just because testimonials haven’t worked for you. Here’s why: all testimonials aren’t equal; most are lacking credibility.
Even though some testimonials may be genuine, they’re dull, boring and lack impact. In other words, they’re ineffective. Let’s face it, most of those who are asked to provide a testimonial don’t know what to say or how to say it.
For testimonials to do the job of enhancing someone’s integrity, they must tell a compelling story [not make a sales pitch] in a few, carefully crafted words. And this takes skill.
Here’s how to go about obtaining testimonials that are believable and enhance credibility:
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Step No. 1. Selecting testimonial candidates
Forget about your sister-in-law or your best friend. Be selective about who you ask for testimonials. Choose situations where you’ve made a difference or saved the day. These are testimonials that resonate with prospects.
Here’s the key: The right moment to ask for a testimonial is not when you want it, but when you have demonstrated your competence – it’s your performance that makes testimonials compelling. Read: believable.
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Step No. 2. Obtaining testimonials that have value
Asking someone to write a testimonial can be a major mistake. If you do, the chances are you won’t get what you expected – or wanted.
Most people want to be helpful, but they don’t know what to say or how to say it. So, they fall back on trite words and phrases that fail to convey a meaningful message. Or, they tell the person, “Just give me what you want, and I’ll sign it.” Either way, the results are less than inspiring.
A more-successful approach is having someone who can ask questions that get a person talking to conduct a phone interview and write up a concise and compelling narrative. Then, have the person interviewed review it and make any changes and approve the final content.
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Step No. 3. Putting testimonials to work
Once you have a portfolio of several testimonials, what are you going to do with them?
Here are ways to get the most out of testimonials:
• Include in newsletters.
• Showcase on websites and in videos.
• Feature in sales letters.
• Turn into handouts for meetings and events.
• Highlight on social media.
• Send when asked for references.
• Display on banners at trade shows.
• Make seminar presentations.
Obtaining interesting and captivating testimonials is exciting. But there’s one more step: Obtaining permission to use them. Don’t use a testimonial until you have a signed release in hand.
Testimonials can be one of the most powerful influencers available to marketers and salespeople. But getting them right and using them effectively to maximize their benefits takes thought, planning and expertise.
John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. Contact him at jgraham@grahamcomm.com.
