In the battle to attract attention to your business’s website and convince prospect’s of the value of your solution, it is important companies take advantage of all the tools at their disposal. Today’s companies make extensive use of email, Linkedin, and other types of marketing campaigns. In these campaigns, they focus on exploring the features of their products and informing their prospects about the most important elements of their solutions.

These types of campaigns are critical, and can provide great value for your prospects, and ultimately increase sales. Often, however, an extremely effective tool that companies don’t take advantage of are their own customers. Customer feedback can provide an extremely trustworthy perspective, and can help win over potential customers who are on the fence. Hearing from someone in a similar position to them can help them envision the tangible benefits they will gain from using your solution.

In fact, many studies have found that customer testimonials can be a key component of your sales strategy. According to G2, “92% of B2B buyers are more likely to purchase after reading a trusted review.” Clearly, customer testimonials are something your company should explore. Read on to learn the best tips about using customer testimonials in your marketing campaigns.

Strategies For Gaining More Positive Reviews

In order to use customer testimonials to increase sales, you have to have satisfied customers willing to testify on your behalf. Depending on your industry, there are different ways to keep customers happy. However, across all industries, there are a few strategies that you can learn to guarantee you have a chance at producing some new satisfied customers.

First, it is important to note that customer service is always the best way to get the first happy customers on your side. Without great customer service, you’ll have a hard time finding a customer who is willing to take the time to vouch for you and your product. Take the time to nurture your clients and provide them with an experience they will want to tell the world about. Especially early on, these clients and their connections in their respective industries could be what takes your company to new heights.

Once you have some customers willing to testify to the benefits of your product, it is important that you use these case studies in persuasive ways.  While there are many types of testimonials and plenty of effective ways to use online reviews, these 3 tips will help you get the most out of every customer testimonial you have.

Address Prospective Customers’ Pain Points

Prospects will be more willing to take a leap of faith and purchase your product or service if you have a pitch that prioritizes solutions to the things that matter most to them. If a company is considering your solution, they likely have an issue they want to be addressed. It is your job as sales reps to understand the pain points of your prospective company. This will take time and effort to research, but by doing your due diligence up front, you will be much better equipped to convince prospects they need your company.

Pain points are simply problems that your prospect is having. These could be tangible things like a sales funnel that is too slow, or intangible items like lack of team cohesiveness. Regardless, it is crucial that your sales team identifies what your prospect views as the problems they need to solve, and then position your product as that solution. In your sales calls, take note of the issues the prospect is facing. Perhaps, they keep missing deadlines. If this is the case, prioritize case studies which discuss how much more efficient your product makes their team. Focusing on your existing customer’s positive experience will show prospects that real people have benefited from your company. By addressing these pain points head on, you will be more likely to convince your prospect that your product is right for them.

Tailor Your Sales Messaging to Their Needs

Your prospect’s past experiences can also help you decide which angle to approach your interaction from. Similar to addressing pain points, finding out what a company yearns for is also important. As companies look to expand, your product’s features could be just what they are looking for.

However, you need to know what your prospect desires in order to focus on the features most relevant to them. If your prospect laments how long it takes to get a hold of some of their other vendors, choose case studies that detail your responsiveness. The more personalized your case study, the better. Just like how your business provides a tailored solution to each of your unique customers, it is also important to show tailored case studies to each of your unique prospects. By showing how your company can address your prospects' specific needs, your sales team will have a much easier time persuading prospects to purchase your solution.

Show Relevant Case Studies

Great testimonials are the perfect time to  show business owners you have been paying attention to them. it is important to show prospects examples of customers you have worked with that are relevant to their business. Your product or service is probably versatile. While you probably have a few types of customers you sell to, there is likely some variation. Great companies ensure that the case studies they provide their prospects with are as relevant as possible.

For example, if you sell a software solution that streamlines planning for trade work, a case study that talks about the benefits received by a construction company may be irrelevant for a prospective plumbing company. While there is clearly overlap and it is impossible to have a case study that is a perfect match for every prospective client, doing your best to keep testimonials relevant and specific will lead to the biggest increase in sales.

Are Prospects More Influenced by Testimonials, Price, or Quality?

There are numerous factors that businesses have to consider before purchasing your product. Many of these factors are specific to each scenario, and should be addressed by your sales reps during sales calls and meetings, and focused on in your sales collateral. However, 3 elements are almost always considered in every sale: price, quality, and testimonials. All 3 are important decision criteria that your prospects ponder, but which is really the most important?

Surprisingly, price isn’t always the most important factor considered by buyers. Instead, quality communicated by customer testimonials are the greatest influence on consumer habits.

According to FirstInsight, 58% of consumers ranked quality as most important, compared to 38% who felt the same way about price. It makes sense that quality is highly valued, but shouldn’t price be the most important factor? It turns out that people are willing to trust other consumers, and accept a higher price if they feel a product’s quality is credible. G2 reports that “reviews make customers 71% more comfortable purchasing a product.” By adding customer case studies to your pitches, you can ensure your prospect’s understand the value they will be receiving.

In fact, testimonials are such a crucial tool that they have been studied in academic research settings as well. One study found that testimonials on websites increased customer trust throughout the purchasing process. This increase in trust was shown by the responses to survey questions by the customers themselves, and even other important measures like their willingness to enter credit card information and other personal information. In all 3 cases, these measures of trust increased when there were customer testimonials readily available.

Personalize Your Pitch with Quickcard

Amazingly, even with all this information proving the benefits of customer testimonials, some businesses still don’t take advantage of perhaps their most accessible marketing tool. Quickcard helps you personalize your sales collateral, and show prospects relevant and persuasive materials. With Quickcard, you can address pain points that prospects in specific industries have, , and even input company logos. Your prospects will be far more trusting of your business if you can provide great customer testimonials with a personal touch. Check out Quickcard and all of the other great features the solution provides here.

Sources

SciELO: https://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000100005

First Insight: https://www.firstinsight.com/press-releases/quality-more-important-than-price-study

G2: https://learn.g2.com/customer-reviews-statistics