Want great marketing for your consulting services?
The most powerful, believable marketing comes from testimonials from someone in our “tribe.”
When you need to buy a solution you want to make the right decision. So what do you do? You research alternatives and then look for confirmation with testimonials.
Testimonials have been around as long as people have sat around campfires telling stories about their exploits.
Before hunters went on a dangerous hunt, they wanted to hear stories about the skills of their teammates and who was best at different skills. We do the same today with testimonials and referrals.
We see testimonials every day on television and the internet showing how “people just like us” solve their problem. If we feel part of their tribe and they seem believable, then we use those testimonials to weight our decisions.
You can use written testimonials everywhere. Use them in,
Testimonials even make it easier to get referrals. A referral is much easier to get when there is social proof from other testimonials.
Asking for a testimonial is hard.
For me it feels like I’m stepping into a private space and asking someone for a judgement they might want to keep private. In the worst case my ego might take a hit.
There is a way to make to make it easier to get testimonials.
First, you need empathy with your clients. Ask at the right time. Don’t ask when you’ve just missed a deadline or report an issue. Don’t ask during a tedious day. Wait for the moment when your client is complimenting you and happy about results. Ask near the end of an assignment. No one wants to give a testimonial when you still have critical objectives still ahead.
Second, time your request when energy is high. For example, many video testimonials are made at conferences. Speakers get video testimonials endorsing their work right after they’ve energized their “tribe” with fast music and lots of stand-up, sit-down, hand-clapping.
Often speakers do a simple Smartphone video off to one side at a conference. In some instances, I’ve seen large software companies reserve hotel suites and have a professional camera crews do the recording. As consultants we don’t need to go to that extreme, but it is important to watch your client’s energy and engagement level.
Third, and this is important. You want to make “The Ask” just right and make the process easy for your client.
Judy Dang, an accountability coach in the San Francisco Bay Area, uses a method of capturing testimonials that produces great results.
You can see some of Judy’s testimonials from her method on her website, AvidAtWork.
Testimonials are difficult for most people to write. But, there is a process that makes it quicker and easier.
In this process the consultant interviews the client and writes a draft testimonial sticking to the client’s main points. The consultant drafts the testimonial so it targets the concerns of future consulting prospects. The client then reviews and edits the draft before the consultant uses it.
Here’s an edited version of Judy’s 7-point article on how to gather testimonials,
To read Judy’s original posts, click here for Women in Consulting and here for her LinkedIn Article. To contact Judy about how she can help you be more accountable and meet your objectives you can contact her at Judy@AvidAtWork.com.
Referral and testimonial systems and scripts are part of the Starting and Building a Thriving Consulting Business course.
To learn more about effectively promoting your consulting services click here.