Using Testimonials to Encourage Sales

There are lots of ways to encourage customers to buy. When considering various avenues to promote sales, there are a few things you need to think about.

  1. There is always a cost involved with any option to promotion your business. Promotion costs either money or time. If it’s not costing you money, it is costing you time.
  2. Regardless of the methods of promotion you choose to use, it is important to track the results to make sure you are getting the response you want and hope for. For example, if you send out emails regularly to encourage sales, you need to track the percentage of people who open the emails, click through to the offer and how many take the final step and buy.

Shown below is an example of one low-cost way to promote your products.

Testimonials

Research has shown that reviews from other customers are as important to those who are thinking of buying from you as are reviews from “an expert” or someone famous. Using testimonials from past or current customers can and will encourage new customers to purchase.

Ask your customers to review your products or service or provide a testimonial with the reasons why they buy from you.

Once you have got these testimonials use them in different ways:

  • Ask customers to phone and record their testimonial or review. Use these recorded testimonials on your business phone for callers to hear while they are on hold. These reviews will be a lot more effective than music.
  • Put customer testimonials on your website. Have a tab for Reviews or Testimonials.
  • Ask customers to leave reviews on TripAdvisor, Yelp and other popular review sites.
  • Have a book of customer testimonials in the winery or store that people can browse through while they are waiting.
  • Put customer reviews at the bottom of your outgoing emails in the area of your contact information.
  • If you are doing these things, ask customers if they have seen the reviews or testimonials and if the service, products, etc. have lived up to reviews they read

Remember, peer reviews are important to other customers.

A tip of the glass from me to you!

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Using Customer Reviews to Improve Your Business

In this era of increasing customer involvement, you immediately know how many of your customers feel about your company as you can see what they think of your products and services on any number of review websites.

Most of us in business will look at Yelp and TripAdvisor, but think about other places where we can find reviews. If you sell through Amazon, or Angie’s List take a look at their customer reviews.  Also, check Consumer Reports, Google for Business, Yahoo listings and don’t forget Facebook and Twitter.

While I was researching this topic, I found an article by Ankit Roy that gives some tips on using reviews to market your brand. He also gives a number of statistics that you should find interesting:

  • 88% of people read reviews (Brightlocal.com).
  • 72% of consumers say possible reviews make them “trust a local business” (Moresocialsuccesspartners.com)
  • Reliability, experience and professionalism are the most important reputation traits for local businesses (Invespcro.com)
  • 88% of consumers trust online reviews “as much as personal recommendations (Mdfadvertising.com)
  • A customer is likely to “spend 31% more on a business” with excellent reviews (Webfeat.net)

Those are some impressive stats.

If you are not paying attention to reviews you are missing out on some important information from your customers. Reading them, of course, is only the beginning.

Once you have read the reviews, it’s important to respond to them in a timely manner, whether the reviews are positive or negative. A few words in answer to a positive review can make a customer who already likes you like you even more. A response to a negative review can help change a customer’s mind if your response is helpful and solves the problem. Some of the most loyal customers are those that have had a problem with a company and seen it resolved to their satisfaction.

So check the reviews regularly (all the time) and share good reviews in promotional emails with the rest of your customers.

A tip of the glass from me to you!

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