The Power Of A Satisfied Customer

Posted on: January 21, 2017 by in Uncategorized
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snake_oilToday’s consumers are extremely skeptical. That’s because, unfortunately, marketing has become synonymous with dishonesty. No matter what you say, they will be skeptical. This means that its extremely important to PROVE your company’s value in the marketplace. One of the best ways to do this is to let your satisfied customers do the talking for you in the form of reviews or testimonials.

 

Reviews/Testimonials

Reviews and testimonials have become big business as of late. Companies like Google, Yelp, Amazon and many others have spent millions of dollars on review systems to help consumers make better buying decisions precisely because they know that 3rd party reviews and testimonials influence a prospective customer much more than what the marketing arm of the company says about its product, service or company.

Best Practices

Forward thinking companies see this opportunity and take every advantage to make the most of it. There are several best practices and considerations.

  • Create a company policy and system to solicit testimonials from every customer at the point of peak satisfaction (usually after they just purchased is the best time.)
  • Publish testimonials wherever possible and make sure they are placed in spots where prospective customers are ready to take a next step in the buying decision.
  • There is a hierarchy of effectiveness of testimonials. Video is by far the most effective, followed by audio and finally written.
  • When soliciting testimonials, ask customers to touch on the most important factors to a prospective customer esp. quality and service.
  • Monitor online testimonials or reviews on 3rd party websites. Respond to negative ones in a timely manner to show prospective customers that you are making an effort to maintain customer satisfaction.

 

"Here we are on the set, shooting a customer testimonial and quality assurance video"

Here we are on the set, shooting a customer testimonial and quality assurance video.

Other Credibility Boosters

The most powerful other 3rd party “proof elements” to boost your company’s credibility include:

  • Association memberships
  • Awards and community recognition
  • Industry certifications and other credentials
  • Length of time in business
  • Guarantees
  • Trials

 

Add Value By Educating

Another (and maybe the most powerful) credibility booster of all is to provide value up front to your prospect before even offering your product or service. And a great low cost way to do that is by educating your them. For most companies its part of their job description any way.

Information marketing has been picking up steam since the start of the information age. Your prospects want and expect you to give them the information they need to help them make an educated buying decision. Herein lies a great opportunity because most companies do a very poor job of educating their customers even at the point of sale. This means that customers are used to having to do their own research.

So the company that does the best job of educating prospects long before a purchase decision is reached will have set itself apart from the competition, having the most credibility, higher conversion rates and higher retention, all other things being equal.

This education can be in the form of a consultation, buying guide, newsletter, educational video, etc. Whatever makes most sense in your market. They need to know not only which product or service they should buy and why but also why they should buy it from your company instead of your competitors. This is sales & marketing 101 and most small businesses do a very poor job in this area.

Credibility = Trust = Relationships = Sustainability

Trust is at the heart of all relationships including those in business and credibility is a huge factor in building trust. Most small businesses do a very poor job of building credibility so you can easily capitalize on this opportunity to gain a huge competitive advantage and build a sustainable future for your company by putting into place these systems to build trust and credibility with your customers and prospects.

For more info on how we can help you boost your company’s credibility to improve your long-term sustainability, call us at 219-670-6706 or click to contact us.

 

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