This could be the shortest blog post ever. So, should your business solicit testimonials? The answer is yes. Well…that about sums it up. Thank you for your time. What’s that you asked? Do you want to know why, where, what, and when? OK.
Should Your Business Solicit Testimonials?
Why?
I was working in marketing for a company when they had a complaint posted on Facebook. We immediately reached out to the individual but received no response. We attempted to contact them but found no listing of this person in our customer file. The review mentioned a competitor by name in a positive light. All of this caused us to question the legitimacy of the complaint. Since a business at that time couldn’t delete Facebook reviews, I asked four customers to post reviews sharing their experience working with TKO Graphix. All were positive. After the four were posted the poor review scrolled to the bottom of the list and eventually disappeared (we assume it was taken down by whoever posted it.) Balancing a negative review is only one reason. Testimonials from advocates are becoming the marketing initiative of the future. Consumers trust their friends, acquaintances, and other consumers more than advertising spin. Connecting prospects with satisfied customers may eventually be more important than advertising or any other form of marketing.
What?
Not only good reviews but reviews sharing challenges you’ve faced and mistakes you’ve corrected. Lessons you’ve learned and what failure has taught you. If reviews never share the trials and tribulations of doing business consumers may wonder if the reviews are real; genuine companies are perceived as more trustworthy. Who would you rather do business with a company that has never admitted to a mistake or one that shares mistakes and how they rectified them?
Where?
Share testimonials on your website, blog posts, and social media networks. I recently posted a review on Amazon for a book I thoroughly enjoyed. The author made it easy for me—he shared the Amazon review site link. Make it easy for your advocates to share by linking where and how to post reviews. For example, Google Review Support or Write a Yelp Review.
When?
A service company I worked with received a poor rating on a business review site. I went to the review provider and explained the company had never met the person who complained; had never given them a quote, and hadn’t done work for them. The organization had received one phone call from the irate consumer requesting an in-home estimate, unfortunately, the company wasn’t available at the time requested. The prospect refused to consider another time. The potential customer gave the business the lowest rating possible, which brought their overall standings from an A to a B. The service directory said there was nothing they could do. I advised the company to solicit testimonials for this site. They did, and it worked.
Another Voice
My friend, Chris Theisen added this. “Asking for reviews or testimonials is a great strategy to not only help prospects make decisions on whether or not to do business with you but it’s also a great way to get feedback on less-than-optimal experiences. You can use the feedback to better train your staff and alter your products/services to improve your business.
You should solicit each customer after every purchase as part of your follow-up communication after a sale. It can be automated surveys or emails with links pointing to places people can review you, or as low tech as a postcard or leave-behind after the sale with info printed on how to review the business.”
Give Consumers What They Need
Today consumers and businesses alike vet companies online before making contact. Give potential customers the content they need to choose your organization by seeking and sharing testimonials. Not only should companies solicit reviews from customers, but it should also be part of their marketing strategy. Of course, to be able to ask for testimonials you must offer a superior product and outstanding customer service. Do you request reviews from your users?
How Can I Help You?
I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me.
Does your business have a management training plan? Many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out.
Are You in Sales Management?
Are you leading people or managing projects? Do you set goals based on activities to continue, eliminate, or improve or do you strictly look at the results? Do you believe one sales strategy fits all your clients and all your sales team? If so, you’re walking the streets I paved, and those streets lead to disappointment. The good news is if you recognize these behaviors in yourself, you can change. I did. I eventually became a highly effective sales manager and so can you. This workbook is the place to start. The New Sales Managers Workbook
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