We know that getting a good range of testimonials on the website or in our publicity is a powerful aid to sales conversion. It is called social proof and validates who you are and what you do.
Just look at Amazon or Ebay, the success of both, is the use of reviews and feedback to support the sale. We all watch films, visit restaurants or buy wine based on a recommendation from friends. It works
The next challenge around testimonials is getting the customer to write something that supports you and your product in a meaningful way.
How do you get good testimonials?
Don’t ask for them.
The secret is to ask for an opinion. Everyone likes to give their opinion. I am sure you may even know a few people that will freely give opinions without being asked. But in this instance we are asking for feedback in such a way that it puts the customer in the position to be helpful.
By using a short 4 question survey sent by email, we can take the customer back to that point of purchase or consumption, remind them what it felt like and get them to tell us about it.
You could use a survey tool, but email will get a better response rate, survey tools can take time to open the browser. Whereas hitting reply on an email is far quicker.
The subject line of the email will be:
” Your opinion please about “XXXX”
“Can I have your opinion?”
The body text is something like below; the questions will need to be modified and structured to elicit the response you would like, so be specific.
You recently purchased from our website and I would appreciate your opinion as we are looking to improve our service. I wondered if you could spare a moment to give us some feedback by replying back to this email on these four quick questions:-
Was there any reason that you were reluctant to engage our services
How did we delivery on or exceed your expectations
How can we improve
Can we quote you
We rely strongly on feedback to help us to improve our products and services. We are most grateful for your help.
How it works
Here is the thinking behind this process and how that leads to a good testimonial.
The first question uncovers any objection they had in their mind and will help you modify the sales copy to overcome them. This stuff is gold, if they were thinking this and still bought, there will be other that acted on the impulse and did not buy.
The second question is a direct request for a compliment.
The third question points out your direction of travel you need in order to improve what you offer.
The combination of these three answers will produce some great feedback and with the customers permission it can be edited and used as a testimonial.
Point 4 gives you the permission you need to use the text..
Below is an example from Q2 of a four-question survey, look how detailed the reply is. There is lot of material here, and you would be hard pressed to get this content by asking directly and yet here it is.
2. I really had no idea what to expect. I definitely did not expect such a small, close-nit community where everyone works together so well. I think I expected something that was already so organized and put together and that I would just fall into and not be able to contribute much else than following an established system. However, I was so pleasantly surprised to find the community where I had a say in things, where I could suggest my ideas, and where others actually listened and cared. I had never really been in such an open environment. I also had no idea how magnificently beautiful the Pelion peninsula was, and how life-changing the whole experience would be.
The above can be edited to:
I really had no idea what to expect. I definitely did not expect such a small, close-nit community where everyone works together so well. I also had no idea how magnificently beautiful the Pelion peninsula was, and how life-changing the whole experience would be.
Or shortened further to:
I really had no idea what to expect. I definitely did not expect such a small, close-nit community and how life-changing the whole experience would be.
Your Next Steps
How many testimonials do you have on your site? There is always room for more, and a good one fills the gap on a page with a positive statement. I suggest you take the above outline and develop it for your business. There are lots of ways to set this running as an ongoing process through a CRM ecommerce or with an autoresponder system.
If you would like support with the testimonial toolkit, please use the free consult form to outline your needs. ( Link Below ) We will set up a 30-minute call, there is no obligation on this call, they are free and just an opportunity for discovery.
All the best
Paul Harvey[tweetthis]The testimonials toolkit for social proof when you need it. [/tweetthis]