The Testimonial Close
Thursday, May 28th, 2009The Testimonial Close works by providing evidence from a credible source. If your customers do not trust you, they are much more likely to trust someone who seems similar to them.
Happy Customers
Use a satisfied customers to convince new, perspective or existing customers.
Show them letters and e-mails and or have the letters displayed on a wall or bulletin board in your office.
If you are using the names of happy customers, make sure they know and have agreed to let you use their testimonial. Otherwise you will have to use an anonymous reference, such as “satisfied customer from Birmingham” or “major airline.”
It is also advantageous to persuade happy customers to act as reference sites that new or prospective customers can call or visit.
Don’t forget to reward testimonial customers with appropriate thanks, which may range from simple letters to small presents/promotional products or to discounts.
Be very careful make sure testimonial customers feel valued and don’t feel like they are being bribed.
Examples
1. “I regularly receive letters from happy customers. Here are a few from XYZ Corporation who are regular customers.”
2. “We have several customers who are happy to act as reference sites for us. Would you like me to arrange a visit?”
This week Promotional Consultant Today looks at different closing techniques including: The Personal Closure “Trap,” The 1-2-3 Close, The Bonus Close and the Courtship Close.
Source: David Straker, author of five books and the website www.ChangingMinds.org, He is principal consultant of Syque, a consulting and publishing company.
