Who are the most powerful people on your sales and marketing team?
It’s your past customers!
Don’t you wish they could sit on your shoulder and tell everyone how great you are; how you helped them with their mortgage; how you changed their lives!
The single, most powerful method of subtle endorsement is the all-important testimonial.
Every time I see a testimonial, I read it for 2 reasons: First of all to see what it says and the second is to test the “so what” factor. Have you ever read a testimonial and said to yourself “So what?”
When you say something about yourself—it’s bragging. When other people say it about you, it’s proof. That is the essence of the testimonial.
Before you read any further, take a moment to look at the written testimonials you are using. Would it make someone want to pick up the phone and do business with you? Or do they say things like “she is a wonderful person to do business with” or “I really like the way he helped me”. These are passive statements that really sound nice but do not have any do-business-with-me impact.
What should a written testimonial say?
A written testimonial should be phrased in a way that takes away risk or neutralizes fear. But there is one word of caution. They must be used in the proper manner or they lose their power. Often times we use them to get our foot in the door. But the true power lies in the “proof” they offer the prospect at the time they are ready to “decide” to do business with you.
Testimonial Secrets
Another mistake that we make is that we are so hell-bent on getting testimonials that we get the wrong kind. Most of them fail to capture the most important element: Why should someone do business with you.
- A testimonial should show action—and make a call to action.
- “I have used a competitor for my last mortgage but I switched to ABC Mortgage and you should too.”
- A testimonial should overcome an objection.
- “I first thought their closing costs were too high but I closed my loan with Karen Deis after she showed me how to save thousands of dollars over the life of the loan.”
- A testimonial should reinforce a claim.
- “When I refinanced my home, I was able to get the money I needed to pay for my kid’s college tuition.”
- A testimonial should have a happy ending.
- “I needed to close on the purchase of my new home in a hurry and Karen Deis was the one who pulled it off for me.”
How do you get them?
The unspoken secret of getting testimonials is the same as it is for referrals—YOU HAVE TO EARN THEM. After you earned their business—you have to ASK for them. It’s even OK to prompt the customer as to what you want them to say.
List 10 customers who love you the most. Call them and tell them what you need. Take them out to breakfast or lunch. If you feel awkward asking customers for this favor, then your relationship with them is weak to begin with.
Where to “advertise” your testimonials
- On the back of your business card
- In a book in your lobby
- On your website
- Record the testimonial and distribute on Audio CD
- Videotape your testimonials
- In your advertising
According to Jeffrey Gitomer, your customer can overcome any objection. Your customer can dispel any disbelief. Your customer can explain why people should do business with you.
In short, your customer is better at marketing you—than you are!
Make it a point to start accumulating testimonials and watch your business soar.
Karen Deis
