How Testimonials Increase Sales

An original graphic by Michael W. Campbell that displays the article’s headline or benefit to the viewer. © Copyright 2021 Michael Warren Campbell.
Author: Michael Warren Campbell – Reading Time: 2 min 19 sec.

Testimonials are better at making sales than most salespeople. Bold statement? Think about it for a second.

What if you were undecided about buying a particular car? You saw me driving one and asked how I like it.

I say it’s a total piece of garbage. The starter blew after three months. Some of the bolts were loose from the factory. The paint is already starting to rust. In fact, I’m going to sell it next month. Want to buy it?

Now you don’t want to buy the same car as me anymore. And you don’t want to buy mine.

But what if I said, it’s fantastic. I’ve never owned a better car. It’s three years old, and I’ve never had a problem with it. Just gas and oil, that’s it. On top of that, the service people are super fast, friendly, and honest.

Now you can’t wait to go to the dealership and buy the same car as me.

See what powerful testimonials can do? They remove risk in the mind of the consumer. They remove objections to the sale.

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Is there any objection to the price? Use a testimonial to show value.

Objection about returns or shipping? A testimonial can remove both.

Is your prospect happy with the current supplier? A testimonial can tell them why your product or service is so much better.

But how do you get testimonials? You ask for them. After you’ve earned them with spectacular customer service.

If a client or customer says something nice about you, ask if you can use it as a testimonial. If they say yes, fire off a quick note. Thank them for their kind words and wonderful testimonial. Tell them that you’re sure to put it to good use.

Have you ever wondered why many testimonials on websites are set in the Courier typeface? It was adapted from print advertising because it works. Extensive testing showed that the Courier typeface increased reader retention by 30%.

Put the best testimonials up on your website. Text ones are good. Audio ones are better. Video ones are the best. But it may take a little more prodding to get them.

Suppose someone, especially a market leader or big company, has taken the time to write a testimonial. In that case, they can often be persuaded to provide a video one as well. Just be sure to promise a link to their website, along with their trademark, or note their most significant achievements.

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To get the video testimonial:

Call your client with group chat software with a recording feature. If that’s not an option, call with Skype, or FaceTime video. Use a screen recorder like ScreenFlow on your end to capture what the client says. After you get their permission, of course!

Why Testimonials Can Increase Sales

  1. They increase consumer confidence.
  2. They can bypass logic using emotion.
  3. They remove risk and overrule objections.
  4. They are one of the most effective selling tools available today.

Michael Warren Campbell

P. S.

What about you? Are you currently using testimonials on your website? Do you know if they have influenced sales? What tips do you have for getting testimonials from customers? I’d love to hear your thoughts.

To discuss this article, message me @dmcorp on Twitter or dynamic888 on Skype. Please share it with your friends, colleagues, coworkers, and anyone else that might enjoy it. Thank you!

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