Now that you know how to collect testimonials from customers who are happy with your product or the service that you’ve rendered to them, the next step is to use these testimonials effectively. And to be able to do this, first, you must be completely familiar with all of them and be able to turn to the right one at the right time.
Then, once you’re able to do these things, one of the best times to use testimonials is when a prospect brings up some type of objection. For instance, suppose the prospect doesn’t feel confident about the ability of your product or service to perform according to its specifications.
As a result, the prospect might say, “How can I be sure that I’ll get the results that you’re talking about?”
If this is the case, you can reassure the prospect by saying, “I can totally see how that question would come to your mind. In fact, Bill Smith from ABC Company initially had a similar concern. But after he had a service need which we were able to fulfill, this is what he had to say.”
Now, you show him the specific letter that answers his question. Then, after he reads it, you simply continue with your presentation.
