As a small business owner, it’s incredibly satisfying to finish a job and hear your customer praise you, happy with the end result. Mission accomplished- but wait! You have a happy customer who’s talking about you- why wouldn’t you capture that praise in the form of a testimonial?
It’s an obvious connection that we often forget to make, preoccupied with the demands of the working day- but an important one. We may recognize that testimonials are useful, but according to QuickSprout, they are the driving force behind 20-50% of purchase decisions, as well as word of mouth.
That’s a significant percentage! So why are only 1/3 of businesses actively seeking and collecting customer testimonials? These testimonials deserve more of our attention, and here’s why:
Traditional marketing and advertising don’t work as well as they used to, and it makes sense. Of course you think your product or service solves problems and offers value to your customers. People are likely to tune out what they perceive as a self-serving “sales-y” message- but if your customer says it? That commands attention.
If someone is considering buying from you, a good testimonial could be just what you need to assure them you’re right for the job. Testimonials minimize risk by proving that you can deliver. They show that you have a good track record, and the experience to back up your claims.
You may have some qualified leads, but if you can’t convert those leads into business, it doesn’t matter. Chances are, these people don’t know you that well, and they are unsure whether they can trust you. They are looking for proof- and social proof is the best kind. Testimonials build trust, verify your claims, and tell a story that leads can relate to. That credibility is the key to making sales.
A testimonial that tells the story of the customer’s initial problem, how it was solved, and the results of using your product or service will highlight a benefit or two that the customer is looking for. Aim to get a variety of testimonials from different types of customers, that way a lead can relate to at least one of them.
People don’t want to be sold to- so let your customers do the selling for you, via testimonials! Video testimonials are particularly powerful- we are big believers in them here at SPELLNET. We’d love to talk to you about testimonials and how they could help your business. Call us today at 860-678-7777!