Testimonials are incredibly powerful. They provide proof that your promo solution delivers, helping to overcome objections and build trust. Nine out of 10 people say they trust what a customer says about a business more than what that business says about itself. The same amount also says that reading customer success stories influences their buying decisions.

Worried about asking for testimonials? It’s understandable. You may worry it will be awkward or the client will decline. It’s always worth it to ask, though.

Kendra Lee, the founder of KLA Group, says testimonials are your clients’ stamp of approval. They can be the difference in not only winning opportunities but getting attention in the first place. In this issue of PromoPro Daily, we share Lee’s suggestions for adding enthusiastic testimonials to your sales toolkit.

  1. Pinpoint whom you want to ask. When researching promo, prospects can find all kinds of information in many different places. Your testimonials help you stand out. Think about your roster of happy clients and who might share their experience. Lee recommends reaching out and asking them to tell their story and promote the value of working with you.

  2. Get quotes and approval to use them. Beyond their satisfaction, current customer testimonials will help you build your credibility and protect your reputation, Lee says. During client meetings and in email exchanges, she suggests watching and listening for expressions of their pleasure with a project. If a client emails you a note of gratitude, say something like, “Thank you for your kind words! Can I quote you in our latest email campaign?”

  3. Include testimonials in your sales kit. Once you collect some testimonials, sprinkle them into your interactions throughout the sales cycle. Use them in proposals and as references during the decision process. The more testimonials you get, the better prepared you’ll be to say, “You know, I’ve helped a client just like you with XYZ …”

  4. Spread the word. Lee advises using your testimonials to attract new prospects. Include them in emails, cold calling scripts and marketing materials. When you do, Lee says, your prospects will begin to see you as the answer to their prayers. You can solve that nagging challenge or get them the results they’ve been hoping for because you’ve done it for people just like them.

Make sure you are actively seeking testimonials. It’s a simple way to boost your credibility as a promo pro and showcase the positive experiences of happy clients.

Compiled by Audrey Sellers
Source: Kendra Lee is the founder of KLA Group and author of the best-selling book Selling Against the Goal: How Corporate Sales Professionals Generate the Leads They Need.