Why Testimonials Increase Business
(text taken from an article entitled Get the Most From Your Written Testimonials by Dr. Ivan Misner on Entrepreneur.com)
Testimonials carry a level of credibility because they come from someone who has direct experience with your product or service. Consumers generally place more trust in testimonials than they do in a business's marketing message. They believe that the average person is unbiased and has nothing to gain from providing a testimonial. The business stands to gain--or lose--everything, so its own words are seen as less trustworthy.
Recognizing consumers' skepticism, some businesses make a practice of asking for customer testimonials. Ditto for businesses that serve other businesses. If anything, a business can be an even more demanding customer than an individual consumer because it has its own reputation and ability to function at stake. Thus, a written testimonial on professional letterhead from one business to another is a powerful word in your favor, especially if the business represented on that letterhead is highly credible.
Asking for Testimonials
Make it standard practice to ask clients (or other contacts) for testimonials. At what point in the sales cycle should you ask? This is a tricky question, but in general, don't ask for any testimonial before it's time--which may be before, during, or after the completion of a sale or project, depending on your client, your product or service, and your own needs.Let's say that one month before finishing a project, you call your client to ask how things are going. The client tells you she's very happy with the results and that her life or business has changed for the better because of your product or service. At this point, your testimonial detector should be pinging loudly. It's the right time to make your pitch: "That would be a great thing for other people to know about my company. Would you be willing to write me a testimonial on your company letterhead by the end of the week?" If the answer is yes, the next step is to coach your client in writing a testimonial that fits your needs.
Guiding the Content
Ask your client to tell why she chose to work with you, how she benefited from your products or services, how you solved a problem for her, and what other people should know about your business. What things are most people concerned about when using a business like yours? Ask her to address those issues. Don't be afraid to offer suggestions; you'll make it easier for her to write an appropriate testimonial, and the result will be more valuable for you.
Displaying Testimonials
Written testimonials can be used in many ways to enhance your credibility and set you above your competition--on your business's website, for example. Some websites have them strategically sprinkled throughout so there's at least one testimonial on each page. Others have a dedicated page where a browser can view several testimonials at once. Either way, scan each testimonial to keep it with its letterhead. This will enhance its credibility--and yours.
If your business attracts a lot of walk-in clients, it's helpful to display your written testimonials, each encased in a plastic sheet protector, in a three-ring binder labeled "What our customers say about us" or "Client Testimonials." Keep this binder on a table in your reception area, where your customers can browse through it while they're waiting for services. It's a good way to connect with your prospects and enhance your relationship with clients.
Another way to stand out from the competition is to include testimonials with your business proposals. This strategy works best if you have a wide variety to choose from; you can include a section of testimonials that are most relevant to a specific proposal.
Updating Your Testimonials
Finally, review your testimonial file or binder at least every two to three years to identify testimonials that are no longer valid or credible. Specifically, you may want to discard or re-file a testimonial that:
Is from a company that's no longer in business
Is/was written by someone who has left the company
Represents a product or service that you no longer offer
Has begun to turn yellow with age
Needs to be updated with new statistics from the customer
Now that you understand what testimonials can do for your business, try asking for three written testimonials on company letterhead this week. Make it easy for your advocates--specify what you would like their testimonials to cover, based on what you know of their satisfaction or successes from using your product or service. Ask for them to be typed on company letterhead, signed and submitted by a certain date.
One more thing: Remember the law of reciprocity. If you want to truly motivate someone to write you a testimonial, write one for him or her first.
Working Words of Wisdom
"The only way to know how customers see your business is to look at it through their eyes."
~Daniel Scroggin
Friday, July 31, 2009
Wednesday, July 22, 2009
A Procrastination Inoculation
Is anyone here suffering from the procrastination syndrome? You have so much to do and there are so many beautiful fluffy clouds rolling by outside the window you find yourself just staring? (Oh. Then it is only me?)
Wouldn't it be great if you could get an immunization against the age-old syndrome of waiting until the last minute? Putting off 'til tomorrow what you should do today? A procrastination inoculation?
This article was posted on a blog that I like to frequent called ZenHabits.net. Chock full of inspiring and useful tips for your life, ZenHabits always has something profound to say. I have a measly 126 followers. ZenHabits boasts well over 127,000. So I kind of think that when this author speaks (i.e., writes), I should listen (i.e., read). Following is a guest article that was written by Karen Leland author of Time Management In An Instant.
10 Ways to Give Yourself a Procrastination Inoculation
You know what you need to do. You know why you need to do it. You even know what steps you must take to get it done. But there’s one small problem: you can’t seem to get moving. It’s a common problem. Maybe it’s chronic procrastination or maybe you’re just so overwhelmed that you feel paralyzed. Either way, the task you must complete is just sitting there, gathering metaphorical (or perhaps literal) dust, and growing more ominous by the day.
A recently study by Dr. Piers Steel, a professor at the University of Calgary concluded that procrastination is on the rise. According to Steel’s research, in 1978 about 15 percent of the population were considered moderate procrastinators. Today that number is up to 60 percent, a four-fold increase. While procrastination is to some degree a natural phenomenon and can’t be completely eradicated, you can use the following ten strategies to to get in the habit of getting things done.
1. Take advantage of your power hours. Are you an early riser who tackles your morning to-do list with all the gusto of a bear eating honey? Perhaps you’re a night-owl and crank through your most pressing projects at 11:00 p.m.?
Either way, knowing and taking advantage of your natural energy patterns will help you steer clear of procrastination by using your power times to tackle the projects you find most challenging.
2. Focus for five minutes. The hardest part of overcoming procrastination is often just getting started. For a tedious task that you have been putting off try setting a timer for five-minutes and get to work. When the alarm sounds, if you feel like stopping – don’t be surprised if that first five minutes turns into 10, 15 and 20.
3. Create cues. Write down the item you need to do and place it somewhere where you can see it – your refrigerator door, car dashboard, calender, iphone, bathroom mirror. Posting prompts on items you are procrastinating about in a highly visible place, helps remind you to get them done.
4. Use the clout of your calendar: Do you have a task that has been lingering on your to-do list for days, weeks or even (gulp) months? If so, use the clout of your calendar to move from inertia to action. Open your planner or PDA and schedule a specific date and time period when you promise yourself that you will work on that item – and that item only.
5. Decide on the next action: One reason people procrastinate is they feel intimidated by the task as it is currently stated and can’t figure out what to do next. To overcome overwhelm, figure out the next smallest, easiest and most comfortable action you could take to move forward. By breaking down the bigger less defined item into smaller more specific chunks, you tell your mind “I can do this”!
6. Give yourself credit all along the way: The moment you take any action (no matter how small) – give yourself credit. Don’t wait until the entire to-do is complete before experiencing at least some degree of satisfaction and accomplishment.
7. Tackle the hard ones first: Almost everyone has more focus, energy and attention available at the beginning of their workday than at the end. When you have to do a hard task, get it out of the way and do it first thing in the morning. This way it won’t nag at you all day long.
8. Be decisive: Putting off a decision on what to do with that piece of paper won’t be any easier tomorrow than it is today. Train yourself to categorize every item that comes across your desk as something to do now, delegate, dump, or defer. Defer does not mean placing it back in the pile and pretending it does not exist. That is the pathway to procrastination. It means putting it in a dated tickler file, scheduling a time to do it, or moving it to a someday to-do list – where the guilt and stress of procrastination don’t apply.
9. Enlist encouragement. Tell a close friend what you’re going to accomplish by when and ask them to check in on your progress. Going public can create a self-imposed pressure to shun procrastination and perform. Having a buddy who can celebrate your successes, and help you maintain perspective when you procrastinate is invaluable.
10. Play let’s make a deal. To get yourself moving on a hard to do activity, try a bribe. Make a promise to yourself that when you stop procrastinating and take some action on the item, you get a reward. This can be a piece of chocolate, watching a favorite tv show, spending time with your family - anything that you value and will motivate you to get moving.
Karen leland is the bestselling author of the new book Time Management In an Instant: 60 Ways to Make the Most of Your Day. Feel free to excerpt any or all of this article but please give credit to Karen Leland and the book. You can read more at her blog, or order a copy of the book and receive a free bonus of The Essential Email online program.
Working Words of Wisdom (BONUS! Two for the price of one today ;-)
Procrastination is opportunity's assassin. ~Victor Kiam
A year from now you may wish you had started today. ~Karen Lamb
Wouldn't it be great if you could get an immunization against the age-old syndrome of waiting until the last minute? Putting off 'til tomorrow what you should do today? A procrastination inoculation?
This article was posted on a blog that I like to frequent called ZenHabits.net. Chock full of inspiring and useful tips for your life, ZenHabits always has something profound to say. I have a measly 126 followers. ZenHabits boasts well over 127,000. So I kind of think that when this author speaks (i.e., writes), I should listen (i.e., read). Following is a guest article that was written by Karen Leland author of Time Management In An Instant.
10 Ways to Give Yourself a Procrastination Inoculation
You know what you need to do. You know why you need to do it. You even know what steps you must take to get it done. But there’s one small problem: you can’t seem to get moving. It’s a common problem. Maybe it’s chronic procrastination or maybe you’re just so overwhelmed that you feel paralyzed. Either way, the task you must complete is just sitting there, gathering metaphorical (or perhaps literal) dust, and growing more ominous by the day.
A recently study by Dr. Piers Steel, a professor at the University of Calgary concluded that procrastination is on the rise. According to Steel’s research, in 1978 about 15 percent of the population were considered moderate procrastinators. Today that number is up to 60 percent, a four-fold increase. While procrastination is to some degree a natural phenomenon and can’t be completely eradicated, you can use the following ten strategies to to get in the habit of getting things done.
1. Take advantage of your power hours. Are you an early riser who tackles your morning to-do list with all the gusto of a bear eating honey? Perhaps you’re a night-owl and crank through your most pressing projects at 11:00 p.m.?
Either way, knowing and taking advantage of your natural energy patterns will help you steer clear of procrastination by using your power times to tackle the projects you find most challenging.
2. Focus for five minutes. The hardest part of overcoming procrastination is often just getting started. For a tedious task that you have been putting off try setting a timer for five-minutes and get to work. When the alarm sounds, if you feel like stopping – don’t be surprised if that first five minutes turns into 10, 15 and 20.
3. Create cues. Write down the item you need to do and place it somewhere where you can see it – your refrigerator door, car dashboard, calender, iphone, bathroom mirror. Posting prompts on items you are procrastinating about in a highly visible place, helps remind you to get them done.
4. Use the clout of your calendar: Do you have a task that has been lingering on your to-do list for days, weeks or even (gulp) months? If so, use the clout of your calendar to move from inertia to action. Open your planner or PDA and schedule a specific date and time period when you promise yourself that you will work on that item – and that item only.
5. Decide on the next action: One reason people procrastinate is they feel intimidated by the task as it is currently stated and can’t figure out what to do next. To overcome overwhelm, figure out the next smallest, easiest and most comfortable action you could take to move forward. By breaking down the bigger less defined item into smaller more specific chunks, you tell your mind “I can do this”!
6. Give yourself credit all along the way: The moment you take any action (no matter how small) – give yourself credit. Don’t wait until the entire to-do is complete before experiencing at least some degree of satisfaction and accomplishment.
7. Tackle the hard ones first: Almost everyone has more focus, energy and attention available at the beginning of their workday than at the end. When you have to do a hard task, get it out of the way and do it first thing in the morning. This way it won’t nag at you all day long.
8. Be decisive: Putting off a decision on what to do with that piece of paper won’t be any easier tomorrow than it is today. Train yourself to categorize every item that comes across your desk as something to do now, delegate, dump, or defer. Defer does not mean placing it back in the pile and pretending it does not exist. That is the pathway to procrastination. It means putting it in a dated tickler file, scheduling a time to do it, or moving it to a someday to-do list – where the guilt and stress of procrastination don’t apply.
9. Enlist encouragement. Tell a close friend what you’re going to accomplish by when and ask them to check in on your progress. Going public can create a self-imposed pressure to shun procrastination and perform. Having a buddy who can celebrate your successes, and help you maintain perspective when you procrastinate is invaluable.
10. Play let’s make a deal. To get yourself moving on a hard to do activity, try a bribe. Make a promise to yourself that when you stop procrastinating and take some action on the item, you get a reward. This can be a piece of chocolate, watching a favorite tv show, spending time with your family - anything that you value and will motivate you to get moving.
Karen leland is the bestselling author of the new book Time Management In an Instant: 60 Ways to Make the Most of Your Day. Feel free to excerpt any or all of this article but please give credit to Karen Leland and the book. You can read more at her blog, or order a copy of the book and receive a free bonus of The Essential Email online program.
Working Words of Wisdom (BONUS! Two for the price of one today ;-)
Procrastination is opportunity's assassin. ~Victor Kiam
A year from now you may wish you had started today. ~Karen Lamb
Wednesday, July 15, 2009
Natural Networking
Ivan Misner has a weekly podcast that you can find here that might be just the thing if you are looking for some inspiration. You can listen to it, or download it, or simply read the transcript (which is what I did). His most recent podcast on July 8th, 2009 was titled, "Episode 112: Networking Lessons from Nature." It is from this podcast that I took my Motivational Minutes today.
What do vineyards and redwoods have in common?
Aside from the obvious fact that they are both found in California, they are the subject of Dr. Ivan Misner's latest podcast related to networking.
Dr. Misner and his wife recently visited Napa Valley and toured some vineyards, most notably the Chateau Montelana, which was immortalized in the movie Bottle Shock (which I highly recommend as an engaging and well-crafted film). He found out that there is a particular way of farming the grapes to ensure that they produce quality product throughout the growing season, no matter what occurs in the climate. This became a metaphor for the type of networking that we are each called to do through the BNI model.
Vintners use "dry farming" to produce consistently quality grapes. Dry farming is accomplished through no irrigation. Dry or rainy season, they are not irrigated. That sounds counter-intuitive to producing strong crops, but they do this for a reason. As a result of this type of conditions, the plants are forced to grow deep roots in order to get at the year-round underground supply of water, no matter the climate up above.
We are encouraged in our BNI model to have deep reserves for when the going gets tough. The economic climate right now is decidedly dry. This means that we may have to dig deeper to produce quality referrals. But by workin on our deep-water relationships, we will support growth in our businesses no matter what the economic climate is doing and we will be more successful than the average business owner who doesn't have the BNI network on their side.
The giant redwood tree averages a height of 250 feet. At that towering height, you would assume that they have a deep root system to anchor them to withstand whatever winds may blow. Quite the contrary, they have a very shallow root system. So how do they manage to grow so massive and stand for so long?
The giant redwoods harbor a secret under their soil as well to remain upright even in the windiest of times. Their roots are actually intertwined with the roots of their neighboring trees. They support each other with the winds come to blow them over. When one is under the direct pressure of the wind, the system of the interlocking roots serves to hold them all in place.
Our relationships in BNI are like that intertwining root system. We serve to hold each other up and spur growth in our respective businesses. There are many times when I feel like giving up, but my BNI friends, particularly those that I have most closely linked myself to, have served to not only prop me up but surround me with their love and support and encourage me to grow.
And Dr. Misner said it best..."That's why networking and relationship marketing are so important, especially in a tough economy. These two metaphors, I think, really sit well that you can have your roots go deep through this dry farming concept, and by going deep you are more stable. But at the same time, if you can interconnect with other business people, you can help one another."
Working Words of Wisdom
"The miracle is this - the more we share, the more we have."
What do vineyards and redwoods have in common?
Aside from the obvious fact that they are both found in California, they are the subject of Dr. Ivan Misner's latest podcast related to networking.
Dr. Misner and his wife recently visited Napa Valley and toured some vineyards, most notably the Chateau Montelana, which was immortalized in the movie Bottle Shock (which I highly recommend as an engaging and well-crafted film). He found out that there is a particular way of farming the grapes to ensure that they produce quality product throughout the growing season, no matter what occurs in the climate. This became a metaphor for the type of networking that we are each called to do through the BNI model.
Vintners use "dry farming" to produce consistently quality grapes. Dry farming is accomplished through no irrigation. Dry or rainy season, they are not irrigated. That sounds counter-intuitive to producing strong crops, but they do this for a reason. As a result of this type of conditions, the plants are forced to grow deep roots in order to get at the year-round underground supply of water, no matter the climate up above.
We are encouraged in our BNI model to have deep reserves for when the going gets tough. The economic climate right now is decidedly dry. This means that we may have to dig deeper to produce quality referrals. But by workin on our deep-water relationships, we will support growth in our businesses no matter what the economic climate is doing and we will be more successful than the average business owner who doesn't have the BNI network on their side.
The giant redwood tree averages a height of 250 feet. At that towering height, you would assume that they have a deep root system to anchor them to withstand whatever winds may blow. Quite the contrary, they have a very shallow root system. So how do they manage to grow so massive and stand for so long?
The giant redwoods harbor a secret under their soil as well to remain upright even in the windiest of times. Their roots are actually intertwined with the roots of their neighboring trees. They support each other with the winds come to blow them over. When one is under the direct pressure of the wind, the system of the interlocking roots serves to hold them all in place.
Our relationships in BNI are like that intertwining root system. We serve to hold each other up and spur growth in our respective businesses. There are many times when I feel like giving up, but my BNI friends, particularly those that I have most closely linked myself to, have served to not only prop me up but surround me with their love and support and encourage me to grow.
And Dr. Misner said it best..."That's why networking and relationship marketing are so important, especially in a tough economy. These two metaphors, I think, really sit well that you can have your roots go deep through this dry farming concept, and by going deep you are more stable. But at the same time, if you can interconnect with other business people, you can help one another."
Working Words of Wisdom
"The miracle is this - the more we share, the more we have."
Tuesday, July 7, 2009
Why Your Reputation is on the line
We have passed 4,947 referrals since we have started our BNI Point to Success Chapter in the fall of 2008. That is incredible!
But how much of that actually turns into closed business?
It all depends on the quality of the referral.
I would rather receive one quality referral than a dozen that simply state that they gave out my card. So when is a good time to give a referral?
I would suggest that a good time to give a referral is when you have a person with a specific problem who needs a solution.
We all know that the philosophy of Givers Gain really does work....if you give referrals then you will get them in return. It is just that simple.
Referrals v. Leads
Referrals involve three people and a bit of work.
Leads involve only two people and little work.
Referrals involve the Donor (giver of the referral), Recipient (receiver of the referral) and Client.
Leads involve the Recipient and the Client only.
Referrals happen when the Donor has mutual respect and friendship with the Recipient, believes in the credibility of the service offered and has absolute trust in the outcome of the referral.
Leads are blind faith that a sale will be made. Throwing a dart and hoping it will stick.
When you give quality referrals you refer more than just the business. Your reputation with the Client is too important to risk on someone who won't deliver on their promises. That is why you need to get to know the members as well as you can. How can you know whom to refer if you don't know what they do?
How to give a Qualified Referral
First, know who the potential Client is. It is not enough to simply hand a business card to someone. You need to take the time to find out from that person what their problem is in order to offer a solution and to direct your referral to the right member.
Second, know that when you make a referral you refer more than just the business. You are not only representing the skills and experience of your BNI referral partners but your own reputation. The Client will hold the you the Donor responsible for the outcome of the referral as much as the Recipient.
Third, referrals demand a lot of effort to be successful. But the benefits outweigh the costs. As a Donor you need to not only identify the potential Client, but you have a duty to properly qualify them and then selling the Recipient so well that they seem like the only show in town. That effort, if done well, will make the whole process a no brainer.
When you give a properly qualified referral it is a win-win-win situation. You will win a reputation as someone who can be trusted to help find solutions....your Client will win by having a great service or product that will serve to make their life easier....your Recipient wins by building their business and building trust in you.
Working Words of Wisdom
"It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that you will do things differently." ~ Warren Buffet
But how much of that actually turns into closed business?
It all depends on the quality of the referral.
I would rather receive one quality referral than a dozen that simply state that they gave out my card. So when is a good time to give a referral?
I would suggest that a good time to give a referral is when you have a person with a specific problem who needs a solution.
We all know that the philosophy of Givers Gain really does work....if you give referrals then you will get them in return. It is just that simple.
Referrals v. Leads
Referrals involve three people and a bit of work.
Leads involve only two people and little work.
Referrals involve the Donor (giver of the referral), Recipient (receiver of the referral) and Client.
Leads involve the Recipient and the Client only.
Referrals happen when the Donor has mutual respect and friendship with the Recipient, believes in the credibility of the service offered and has absolute trust in the outcome of the referral.
Leads are blind faith that a sale will be made. Throwing a dart and hoping it will stick.
When you give quality referrals you refer more than just the business. Your reputation with the Client is too important to risk on someone who won't deliver on their promises. That is why you need to get to know the members as well as you can. How can you know whom to refer if you don't know what they do?
How to give a Qualified Referral
First, know who the potential Client is. It is not enough to simply hand a business card to someone. You need to take the time to find out from that person what their problem is in order to offer a solution and to direct your referral to the right member.
Second, know that when you make a referral you refer more than just the business. You are not only representing the skills and experience of your BNI referral partners but your own reputation. The Client will hold the you the Donor responsible for the outcome of the referral as much as the Recipient.
Third, referrals demand a lot of effort to be successful. But the benefits outweigh the costs. As a Donor you need to not only identify the potential Client, but you have a duty to properly qualify them and then selling the Recipient so well that they seem like the only show in town. That effort, if done well, will make the whole process a no brainer.
When you give a properly qualified referral it is a win-win-win situation. You will win a reputation as someone who can be trusted to help find solutions....your Client will win by having a great service or product that will serve to make their life easier....your Recipient wins by building their business and building trust in you.
Working Words of Wisdom
"It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that you will do things differently." ~ Warren Buffet
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