Issue Date: Sales Success Nov 15, 2008, Posted On: 11/2/2008
Sales Tips Make sure testimonials are your friend
When done right, testimonials can be a strong ally in establishing the credibility of your website. When done wrong, they can actually do more harm than good. Here are a few tips to get you started in the right direction.
It's perfectly okay to solicit testimonials. Ask your customers for feedback, and showcase the best comments around your work area or, better yet, get them posted to your dealership's website.
For each testimonial you should include at a minimum the customer's full name and location. If they're speaking on behalf of a business, include the business name.
Photographs can also help prove that these are real people. Just make sure that the pictures aren't too "professional." Oddly enough, photos that are too good may be perceived as generic stock photos, while those that have a slightly more amateur quality will seem genuine. So always take a couple of candid photos of your newest customers with their new vehicles.
It's easier to ask for forgiveness than permission, but ask for permission anyway. Always ask before you publish someone's comments on your website.
If your testimonials are focused and specific, this can be a powerful technique to improve your sales conversions by directing attention to the benefits of your product or service.
There are few marketing tools more powerful than word of mouth, but you can't fake it. Generic, questionable or obviously phony testimonials will do you no good, and may actually harm your reputation. On the other hand, succinct, believable, benefit-specific testimonials from real people can enhance your credibility and boost your closing rate.
