One of the most powerful techniques top advertisers use to convince us to buy is to cite testimonials obtained from satisfied customers.
You can do the same.
And by doing so, not only can you enhance your perceived value to your clients, but prepare them to offer referrals.
Collecting testimonials is amazingly simple!
Listen for words of praise during and interview. Things like "You're doing a great job!"
Respond by saying, "Thank you. May I quote you on that?"
Most clients will say, "Sure, but why would you want to?"
And you answer, "I'm collecting testimonials to use in a letter I'm writing to someone who was referred to me. But we'll talk about that later."
At the end of the interview, after you've summarized it for your client, say, "Oh, yes. I almost forgot about the testimonials I touched on earlier. Now I'd like to write down what you said earlier about my work---'You're doing a great job!' was one of your comments, as I remember. What were some of the others?"
As they think about how you've helped them, their perception of your value to them is recalled, and thus enhanced.
Don't push it, though. If they can't think of any more say, "Thank you very much. Your comments are much appreciated. May I show you the letter that includes them, before I send it out? Just to make sure I don't misquote you?"
Assuming the answer is "Sure" your client now expects you to meet with him again to show him your referral letter with his favourable comments in it. Which should help him to think of people he knows who should get that letter.
Keep collecting testimonials. You can use them in your website, brochure, letters to clients, etc.
Third-party praise is a powerful convincer. So collect as many testimonials as you can, and keep on doing it.
Collect Testimonials - To learn more about this author, visit Donald F. Pooley's Website.
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Donald F. Pooley
(Visit Donald's Website)
Don Pooley, the author of this article,
allows you to publish
it if you include these credit lines:
Copyright 2005, Donald F. Pooley, Inc.
Don Pooley CLU, CFP, CHFC, "The
Advisor's Advisor" has shared
his marketing know-how with audiences of
life insurance men
in all major Canadian cities, London,
Australia, Chicago, New
York, San Francisco, Hong Kong, and
Singapore, and now in his
free ezine. To get more ideas on marketing
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