Episode 508: 3 Keys to Using Written Testimonials (Classic Podcast) - a podcast by Dr. Ivan Misner

This is a rebroadcast of Episode 111.

Synopsis

This is a follow-up to last week’s episode about asking for testimonials. There are three keys to using written testimonials successfully.



* Ask for written testimonials at every opportunity—but not too soon!

* Guide the content of your testimonials. The easier you make it for your client, the more likely you are to get what you need.

* Update your testimonials. Review your file or binder (or website) every two to three years at least. Discard anything from a company that’s no longer in business. Feel free to ask ongoing clients to update their testimonials if it’s appropriate.



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Complete Transcription of BNI Podcast Episode 508 –

Priscilla:

Hello everyone, and welcome back to The Official BNI Podcast brought to you by NetworkingNow.com, which is the leading site on the Net for networking downloadables.

I’m Priscilla Rice, and I’m coming to you from Live Oak Recording Studio in Berkeley, California, and I am joined on the phone today by the founder and the chairman of BNI, Dr. Ivan Misner.

Hello, Ivan. How are you?

Ivan:

I’m doing great, Priscilla. Thank you.

Priscilla:

Great. So what are you going to share with us today?

Ivan:

Well, today I’m going to talk about three keys to using testimonials, which is follow-up to last week’s podcast on Asking for Written Testimonials. And the question really is: How to you use those testimonials when you have them? So that’s what I want to talk about today.

We know what a powerful tool testimonials can be when it comes to building credibility and generating new business. I talk about that in last week’s podcast, but it’s also very important to know how to successfully use testimonials and how to ask for them. And there are three keys to successfully using written testimonials that I would like to talk about today.

One is that you ask for testimonials at every opportunity. Whenever you have the chance, I think it’s really important to ask for those testimonials.

Second is to guide the content of your testimonials. Don’t necessarily write them, but guide the content, help to coach and guide the direction that the testimonials go.

And three is to update your testimonials.

So at what point in the sales cycle should you ask clients or your fellow members of BNI or other contacts for testimonials? This is kind of a tricky question, but in general, ask for no testimonial before it’s time. You want to make sure that you are at credibility with somebody before you’re asking for an endorsement or a testimonial. Now, this is probably before or after the completion of a sale or a project, but depending on the type of client that you have, your product, or service, it’s after you’ve established a good relationship that you’re going to want to ask for that endorsement or for that testimonial.

So let’s say, for argument’s sake, that that’s one month before a finishing major with some client or after the completion of the project. You want to call your client to ask how things are going before it’s over. If the client tells you that they’re really happy with the results and that their business is better because of the products or services, that’s the point that your testimonial detector should be pinging loudly; it’s the right time to make your pitch; it’s the right time to start to talk to the client about the endorsement. It would be good to say to them, “It would be a great thing for other people to know about what I do. Would you be willing, when I’m completed with the project, to do an endorsement or testimonial on your company letterhead by the end of the project?” If they’re happy, they’re going to absolutely say yes,

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Website of Dr. Ivan Misner