Testimonials are one of the most underrated sales-boosters in the B2B lead generation industry. While businesses do value these testimonials that their clients give to them, they don’t really exert conscious effort to “collect” and use them for enhancing their reputation.
That’s because a lot of them don’t realize exactly what the role of testimonials is in the buying mechanisms of prospects.
When people buy products online or are planning to watch a movie, most of them read reviews or go to the comments section to get other people’s opinions. They are actually more trusting of general judgment than what marketers and salespeople tell them.
So how do you “induce” your clients to create favorable testimonials for your business?
It would be absolutely inappropriate (not to mention awkward) to expect a testimonial from a client who was not even remotely satisfied with your product or service. Before you go down that road, make sure you’re keeping them happy.
Pretty obvious, isn’t it? Not quite. If you conduct a study, you’d be surprised to know that not a lot of businesses deliberately ask their clients to write a testimonial for them. It’s kind of like asking someone on a date – it could go either way, but you’ll never know unless you try.
Use a “questionnaire”.
If you really don’t have it in you to ask for a testimonial, you could at least ask them to fill-out an evaluation form. Make it detailed and categorized, and that where you can provide a blank space for free-flow comments. If it sounds nice, get their permission to publicize it as a testimonial.
Add buttons on your website.
Okay, so you want a testimonial, but you’re too bashful to ask. A client wants to write you one, but he’s not sure where to start. That’s when feedback forms are useful. Make sure they can see it readily on your site, and include all the necessary disclosures.
Use social media.
Although B2B prospects are not likely to post comments on Facebook (although it happens), you can urge them to write one on LinkedIn instead, or perhaps third-party aggregates and niche review sites.
Conduct an interview.
If you’re into a more personal approach to testimonials, you could invite a client to talk about his thoughts over a cup of coffee or a scheduled phone call. In doing this, make sure they know what you intend to do with their feedback.
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