The KEY to Marketing SUCCESS
How do you get testimonials for a new service?
Testimonials do not need to be for a specific service, they need to be about the service provided to the client. This means the work ethic, the customer service, addressing customer wants and needs, and providing a service that gives the client return on investment. It does not matter whether the offer is a new service or not, it matters that past clients value what they have been given and they used the expertise to gain in their own knowledge and business profits.
Most consultants are reluctant to ask for the referral let alone a testimonial. In reality, the best time to ask for a testimonial is just before the project you are working on is coming to a close. You know the client is happy and really excited about what has been accomplished. It does not mean you cannot ask for one after you are no longer working with them, it just means the iron is much hotter when you are still in their presence.
Before you ask for the testimonial, know what you want to have in it. In other words, be specific about the contents. As a matter of preparation, write the letter yourself and tell the client (after you have their permission to give a testimonial) this is basically what you would like included. Often the client will use your letter as a template to form their own letter or they will actually use your letter and put it on their letterhead. Most clients are pleased to have their company mentioned elsewhere.
Make it a habit to collect as many testimonials as possible. If you run into reluctance because they do not want to have their name or company name exposed, offer to just put their initials next to any quote you use. This will normally ease any concerns the client may have. The important issue is that you get a testimonial or quote you can use in your marketing campaign.
Third party endorsements work far better than just tooting your own horn. The endorsements or testimonials provide proof that what you are doing works. The horn tooting only shows that you can brag about yourself and your expertise. Using the endorsers as references works in two ways:
First, a testimonial can act as a letter of reference and often the writer of the testimonial will be willing to have any new client call them for further details. Make sure you set this up with your client before you offer the phone call aspect to the testimonial
Second, a testimonial can leverage your relationship with the same client, especially if you want to do more work in a different department. It gives you a tool to use in your marketing campaigns and a tool to up sell into the same organization.
Bette Daoust, Ph.D. has been networking with others since leaving high school years ago. Realizing that no one really cared about what she did in life unless she had someone to tell and excite. She decided to find the best ways to get people’s attention, be creative in how she presented herself and products, getting people to know who she was, and being visible all the time. Her friends and colleagues have often dubbed her the “Networking Queen”. Blueprints for Success - Networking: 150 ways to promote yourself is the first in this series. Blueprints for Success Branding Yourself: Another 150 ways to promote yourself is planned for release in 2006. For more information visit http://www.BlueprintBooks.com.
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