What is the best way sales representatives can support the features and benefits they are claiming in their sales presentations? The answer, in one word is testimonials.
If you are a sales manager, ask yourself these four questions:
- How many testimonials have you equipped your sales force with?
- How well do they tie into your product or service benefits?
- How effectively are your salespeople using testimonials?
- Do they use them at all?
If your answers are not enough, not sure or no, it's time to build a testimonial file for each of your sales representatives to use. Then put the most powerful selling tool you have to work for you. This is relatively easy to do, and it is your salespeople who can create such a file for you.
Think of how many times one of your sales reps has left a sales call with a current (and satisfied) customer and did not ask for a testimonial. The importance of testimonials cannot be overstated. However, in the vast majority of situations, salespeople forget all about obtaining them.
Why? Because it has not been made part of their selling agenda. It has not been made part of their sales presentation. If it were, your sales force would be loaded with testimonials - testimonials from satisfied clients that could be used in future sales presentations, in the literature that you distribute, in your annual report (yes, stockholders are customers too) and on your Website. I have also seen testimonials used very effectively in tradeshow and advertising displays.
Successful Sales Tip
Customer testimonials are powerful selling tools that are easy to obtain. All you have to do is ask for them.
There may be some situations where your customer's company may have a policy against providing written testimonials, or confidentiality may preclude something in writing. But in most instances, your clients will be pleased to grant your representative a testimonial. The key is for them to ask for one.
There's a great article about using testimonials written by Wendy Maynard that is definitely worth reading. As Wendy puts it, "When you say you are good at what you do, it's self-serving. But when others say you are good, it's credible."
It is important that you begin training your sales people in how to solicit testimonials. Make it part of your on-going sales training program and part of your "selling agenda". Have them make it a part of every sales call. You will be astounded at the results. And be prepared to show your sales team how to and when to effectively use testimonials in their sales presentations to new prospects.
If I asked you what your customers think of your products and services, could you show me?
It's a proven fact that the use of testimonials is the most effective way of proving the benefits you have to offer. |
