10+ tips for making the most of your customer testimonials

testimonial tipsAround this time last year, I shared my SPURF method for collecting testimonials.

I’m sure you’ve been spurfing up a storm and have tons of testimonials by now. So let’s look at how to make them work for you.

Select testimonials from customers similar to your prospect. This increases the feeling of identification and relevance. A teacher will believe other teachers. A business owner will believe other business owners.

The more similarity you can show, the more weight your prospect will give to your testimonials. Even seemingly nonsensical similarities, such as where people live, have an effect. “Oh, he’s from Ohio too!”

Select testimonials that give specifics. Consider these two testimonials for a lawn fertilizer:

“I think Lawn Magic is a wonderful product. My lawn looks great.”

“For 6 years I tried every weed control powder and spray at my local garden store, but nothing could get rid of those darned dandelions. Then I saw your ad for Lawn Magic and decided to give it a try. I got it in the mail last Saturday and immediately tried the Quick Cover method you suggested and WOW! Just a week later, there’s not a single speck of yellow anywhere – except in my neighbor’s yard.”

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The Cedar Plank Salmon Secret of Selling

selling cedar plank salmonFine restaurants in the Pacific Northwest had been serving cedar plank salmon for years. But Harry Aldrich and David Maddocks wanted to sell a home version.

Their idea was to manufacture a 6” x 12” piece of cedar wood. You put your salmon on the wood plank, put the plank into your home barbecue, and—voilà—cedar plank salmon.

When Aldrich met with the seafood buyer for the Fred Meyer stores in Portland, Oregon, he didn’t bother with sales patter. He just said, “I’m here to help you sell more salmon.” Then he let the buyer taste a filet cooked on one of his cedar planks. The reaction? “Wow!”

Aldrich provided some facts and benefits, but the buyer was sold with the first taste. Within a week, Aldrich and Maddocks had lucrative orders from more than 100 Fred Meyer stores. And they sold truckloads of those little cedar planks.

The lesson here is simple. One of the best ways to sell is to let your product sell itself. With a few proven techniques, you simply give your prospects a “taste” and their enthusiasm does the rest.

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