This Week’s Etip – 5 Testimonial Strategies for Addressing Your Prospects’ Biggest Fears
Testimonials can help you get the sale. But a poor one will make your prospects say, “Yeah, right.” Why? Because they don’t sound like they came from a real person, they are too vague and they do not speak to your prospect’s biggest fear.
Last week I described some of the most common objections you hear from your prospects and gave you sample testimonials that speak to them. Identifying your customers’ biggest fears can be tricky because sometimes they are just thinking them instead of expressing them.
How do you find the right clients for this kind of testimonial? I look for people who fit into one or more of these categories: 1) Took longer to convert from prospect to customer; 2) Expressed hesitation because of a bad experience with a competitor; 3) Had many, many questions before the sale.
Testimonials from these customers can be very powerful because it’s not you talking. It’s a customer who had the same doubt your prospect has, but whose story had a happy ending.
5 Testimonial Strategies for Addressing Your Prospects’ Biggest Fears
Your customers will have their own fears, based on their experience with the type of product or service you offer, so you might want to compile your own list. But here are five common objections and questions you might ask your current clients when you are requesting a testimonial:
To overcome: Customer Service Concerns
Your prospect might have bought a product or service and then could never get the support she needed. Or the answers were slow in coming. Or she could just never get anyone to return a phone call.
Ask: What kinds of customers service problems have you had with past vendors or service providers? In what specific ways was ABC Company’s customer service better?
To overcome: Trust Concerns
Maybe their last designer took the deposit and disappeared. Or the Internet business they made a purchase from didn’t have a real person backing up their promises.
Ask: What concerns do you have when working with a business for the first time? Have you ever been sold on a solution that was just plain wrong for your business? What did XZY Company do to solve your problem and earn your trust?
To overcome: Price Concerns
The price is too high, someone else is selling it for cheaper, or they don’t think they can afford it.
Ask: When shopping around, did you find solutions that were less expensive? What kind of value did we provide for the price? How was the quality and usability compared to the price paid? Would you buy this product or service from us again?
To overcome: Overpromising/Underdelivering Concerns
Someone promised them the world, but they were left with an inferior product or service.
Ask: Have you ever been disappointed by a company selling a similar product or service? What is important to you in the shopping and sales process? What did we promise you? How did we meet or exceed your expectations?
To overcome: Fear of Making a Mistake
Your prospect might be wondering, especially with a high-ticket item or service, “What happens if things go wrong?’ This is really a risk question. People who buy your product or service, whether a manager or business owner, may fear looking foolish if it turns out to be a wrong decision.
Ask: How did any of these things make it easier for you to decide to make a purchase?: Our 90-day unconditional guarantee; our sampler packet of products that allowed you to take a “test drive” first; our one-hour free telephone call with consulting tips and ideas for moving forward; our introductory “getting started” package.
Remember, you won’t ask all these questions to every customer you request a testimonial from. But certain of your clients might fit one or more of these sets of questions. And if they do, you will have a very powerful quote that just might nudge one of your prospects over to the customer side.
