What could be more convenient than having your past and present clients sell your business for you?
Testimonials and online reviews hold greater weight in the business-to-business (B2B) than in business-to-consumer (B2C), mainly because the opinions of regular consumers are often too extreme and unreliable; whereas, business people can more accurately describe whether a product or service has served them well.
Learn more about testimonials and reviews and how you can capitalize on them in this post at Business.com:
Types of Testimonials
Testimonials come in a few different forms, often depending on who the person giving it is. It’s no surprise that the greater authority the individual has, the more credibility and attention their testimonial is given.
- Expert opinions are great if you work in a specific and competitive industry. If you have access to an expert, or someone who is respected for their extensive work in your field, a testimonial from them could be very effective. Be sure to include their credentials or business affiliations.
- Celebrity testimonials can really help boost your sales numbers. Celebrity endorsements can be very effective for swaying public opinion, because people tend to imitate the trends and acts of their favorite social figures.
- Customer testimonials are from average people who are happy with your service. Don’t underestimate the power of their opinions. It is likely that customers will find the opinion of someone in the same position as them even more valuable than that of a celebrity or expert.
In our crowded online market, customers are constantly bombarded with too many options when looking for a product or service, making it difficult to differentiate who is trustworthy. Including testimonials on your site will help put your potential client at ease and assure them of your sincerity.
- In the testimonials you use, make sure to display the client’s first and last name (or at least last initial), city and state, and their business name to increase credibility. Also consider using a thumbnail picture so that the potential client can better relate to the satisfied customer.
- Make sure your testimonials sound natural. Be sure to use the client’s own words, but is still cohesive and sounds conversational.
Promotion Benefits of Your Service
Testimonials often inadvertently explain what your product or service does. When scanning through your website, potential customers should have a clear understanding of the service you provide, but might not fully see the benefits.
- A positive testimonial in a customer’s own words will give a clear description of the benefits of the service you are providing. Testimonials will help demonstrate all of the positives of using your product or service in a way that you might not have been able to in your sales pitches.
- Be sure that the testimonials include specific, quantified results. If you saved your client a sum of money, include the exact figure. If you helped them to meet their goals, include the numbers and time frame. Specificity is key to helping the potential customer understand all they will gain by using your service.
Allow your satisfied customers to do the selling for you. In fact, reviews on a site can boost conversion by 20% (Bazaarvoice.com). If you are providing a quality service and maintain good relationships with your clients, use their kind words to your advantage and include them on your website.
If used correctly, testimonials can be a very powerful tool in gaining the trust of potential customers and informing them of the benefits of your service.