I am every company’s best sales agent. Who am I?
Here’s some clues:
- Most companies have a number of excellent and well paid sales professionals, but I don’t get any compensation at all.
- Many companies invest a great deal of time and money training their sales team, but I don’t get any training myself.
- Most sales people have a great deal of knowledge about their product or service, but I don’t really know a lot of details.
- In fact, while I help produce results, I don’t really work for the company.
- I have something in common with referrals which are a Marketing Riddle we recently talked about.
I am directly related to your best customers who are so happy they’ve done business with you that they can’t wait to tell others — and that is why they give me life. I’m a Customer Testimonial, of course.
Simply put, there is nothing more powerful than me, a strong testimonial, when it comes to in making a sale. This is because people put more trust into the recommendations and opinions of an objective 3rd party who has nothing to gain. People want to hear from others who are in a position similar and they put more weight into their opinion because they are likely to have similar needs and concerns. Prospective buyers want to get the honest opinion of what it is like to do business with the company or to learn what the unexpected delights or issues are after the purchase decision. This is why there is nothing that gives the buyer better insight into their buying decision than an honest testimonial.
There are many excellent Sales professionals who put their customer’s best interests at the center of the sales process. Yet even the best sales person has a hard time matching the power of positive testimonials. At the end of the day, a testimonial is seen as the most trustworthy source of unbiased information. This is why The Testimonial is every company’s best sales agent. This is why every company should focus on collecting testimonials and featuring them front and center.
