A common mistake many agents make when strategizing their prospecting campaigns, involves forgetting to ask for and use testimonials. When you’re building a business, the majority of your time is spent building relationships, and getting both buyers and sellers to “Like & Trust” you enough to want to do business with you. This process is a top priority and generally takes about 80% of your time.
Once you’ve established those relationships, past clients and advocates can become your best source for new business. Although referrals are extremely important, it’s just as important to ask for testimonials from this group. In most cases, they would be more than happy to share with other people how much they appreciated the services you have provided. Testimonials are very powerful because they are opinions that are perceived as being objective “third party” evaluations of you and your services. Whenever possible, you should use testimonials to bolster your reputation, especially in all marketing and advertising materials.
The question isn’t how powerful testimonials can be. Its, what’s the best way to ask for testimonials from clients?” There are several points to remember when you’re securing testimonials:
- Make sure you don’t ask for a testimonial until after your clients have both perceived and recognized the value associated with the service you provided.
- When a client verbally expresses their appreciation for your services, ask for a testimonial or letter of recommendation immediately. This is when their feelings for you are the strongest.
- Listen carefully to what your client has identified as being most impressive, and offer suggestions for what they could write.
- When a client puts their feelings in writing, it reinforces those feelings and makes it far more likely they will become “raving fans” of yours and refer you more business.
If they get busy and overlook sending the testimonial, send them a reminder that includes the specific comment they have made. We all get busy and forget to do things, but most people really enjoy being able to help someone they like and trust, grow their business.
Listed below are several examples of how Testimonials can be used:
- A Testimonial Book – Compile all of your testimonials. Sort them by profession or area, placing each under separate tabs in the book. You can also create an online eBook for presentations online.
- Website – Post testimonials that automatically change as you navigate through your website.
- Listing Presentations – Look for the testimonial that best applies to your selling prospect, and share the information during the presentation to reinforce your credibility.
- All Advertising – You should include at least one great testimonial in every print-ad, direct mailing, or e-flyer.