The Power of a Testimonial Library


You are surfing the clothing offerings of an online retailer. You know your size, but without a dressing room, how will you avoid a bad purchase? Most of us head straight to the reviews and what ‘people are saying’ section.

In the age where the internet floods every market with thousands of options, your company and products gain an edge on the competition by providing personal customer encounters that build trust and help others claim the benefit you can provide to them. You can do this with a well-rounded Testimonial Library!

To build your library, you must first develop a strong habit of requesting feedback from happy customers. All testimonials should include:

  • the value the customer gets doing business with you and your company
  • the benefits of your product or service
  • the advice your customer would give to other potential buyers

Here are three strategies for securing those vital words of praise and recommendation on a regular basis:

  1. Call your happy customer directly and ask: “Mr. Customer, I am calling my best customers to determine where we can improve.  May I ask you a few questions?”  Assuming the customer says yes, then ask:  “What do you like most about working with me/us? “ After the customer shares what they value, ask permission to use their feedback by saying: “Do I have your permission to use your comments in our materials?”
  2. Record a customer’s comments via video on your phone. At the moment your customer is most pleased, ask politely if you may record a short interview to be shared with other potential customers. You can use the three topics in all testimonials in the paragraph above to guide the interview.
  3. Reach out to inactive customers. If you identify favorable statements in their responses, ask if these phrases may be used. This approach allows for more detailed questions about company values, product durability, and repeat purchasing.

Once you have collected a substantial number of statements, begin to sort them, in whole or by quotes, into your library categories. Then, use them when working with every new prospect.  You will feel the burden of persuading interested parties lift off of your shoulders, and instead, be easily carried by the strong words of your clients!

Happy Selling!