How to Obtain and Use Customer Testimonials

When it comes to growing a business, the only way to overcome a prospect's natural skepticism is to develop a relationship based on trust. A company's marketing message and every contact with a prospect should be one that builds on that trust factor. One of the most powerful tools you can use to build trust is with customer testimonials. Click here to read the entire article.

Building Customer Loyalty

When you capture the loyalty of your customers, not only will they continue to purchase from your business, they'll be more than willing to refer their family and friends. Here are a few tips on how to build customer loyalty.

1. The most important character your business needs to portray is integrity. There are no compromises when it comes to integrity. It starts with you, the business owner, and filters down to every employee.
2. Remember that marketing and customer relations is all about building trust and developing relationships.
3. You've got to listen to your customers and their needs and then create a product or service that exceeds customer expectations.
   
4. Identify and build your brand image. Think about what you'd like your customers to say about your business when they refer you to others and work to develop that image.
5. Take a genuine interest in your customers as you focus on their needs.
   
6. Never take customer loyalty for granted. There's plenty of competition out there, and your customers can very easily go somewhere else, but they choose to purchase from your business. Let them know you appreciate them and their business.

Innovative ways to use your customer testimonials

In the last issue we talked about how you can be successful at creating customer testimonials. So now that you've got them, how do you use them? Here are some innovative ways to implement the customer testimonials into your marketing strategies.

1. Do you have a professionally-recorded message that callers hear when they are on hold? If so, incorporate one or more customer testimonials (in their own voice whenever possible).

2. Maybe this one isn't innovative, but it's worth mentioning - Create a section on your web site for customer testimonials and strategically include testimonials in your marketing materials.

3. Include a testimonial on your invoices.

4. Ask your customer if they are willing to tell their story on audio or videotape. You can then include that everywhere you market your business on-line.

5. Throw a party or host an event. Invite all your customers and ask each one to bring along an ideal prospect. Make the focus of the event about getting to know each guest. If you've been successful at creating a loyal customer-base, they will likely give testimonials for your product or service without being asked.

Anne Lazo is owner of Eagle Soars Marketing. They are a full-service marketing and training company that has been serving small business owners for almost a decade.