National Clothesline

Overcoming skepticism and creating a relationship of trust in the mind of your prospect is certainly a challenge.

One of the best ways to accomplish this task is through the testimony of others. When you are the one saying how great your cleaning service is, people tend to think you’re an egomaniac or perhaps even a liar, but when someone else says the very same thing about you, people tend to believe it.

Actually, testimonials are a written form of bragging and as such they have an amazing power to reach and influence prospects by creating believability, credibility and a sense of security. They help to break down the barriers of distrust, doubt and disbelief that exist toward advertisers.

Plus, there is an extra bonus to the testimonial, which often goes unnoticed. Once people put their name and reputation on the line by publicly endorsing your service, they will stand behind it and become even more loyal.

There are two types of testimonials: unsolicited and solicited. Unsolicited means that someone volunteered out of the clear blue to praise you. It doesn’t happen that often, so if you get one, consider yourself lucky. Don’t, however, simply wait for praise to come your way from out of the blue. Instead ask for it using one of the following strategies.

Ask new customers. Actually, at the first visit or very soon after (assuming it’s a positive experience) is the time when a customer is most likely to offer their comments and feedback especially if the service you give offers a contrast to what they experienced with your competitor.

If you sense this feeling, be bold and have them write a testimony at the counter before they leave your store.

Include a USP. Ask your customer to include and comment on your unique selling proposition in the testimony they write. USPs often have to do with exceptional service, on-time delivery to home or office, convenient business hours, VIP drop-off/pick up and a 100 percent customer satisfaction guarantee.

Ask for specifics. Specifics are more believable than generalities, so have your customers refer to details as much as possible.

For example, “I like the fact that you’re open at 5:30 every morning” or “Your VIP service saved me $375 last year and your drive-thru is really convenient for a mom with a toddler.”

Ask for a comparison. Have the customer explain the difference between your service and the service they were experiencing at their former drycleaner. What benefits do you offer that the other guy failed to address?

For example, “I have a feeling of confidence when I leave my clothes in your hands because your store is so clean and bright and the neatly dressed attendants are always genuinely friendly and helpful.”

Get a photo. If possible, try to get a picture of every customer who offers a testimony. It’s quite easy to do nowadays with the simplicity and convenience of digital photography. A photo will double the effectiveness of your testimonial and actually bring the testimony to life.

Get permission. Be sure to get permission from your customers to use their testimonials in your advertising. Thank them. Make them aware that it is testimonials like theirs which help your business grow.

Use full names. Whenever you use a testimonial, use the person’s full name and city or town. It increases believability by demonstrating that these are real people who live in the same community as your prospects.

Be brief. People like to read quotes and testimonials, but only in moderation. Take what the customer has said and condense it down to the most important nuggets, preserving the language whenever possible.

Of course, it’s not enough to simply collect testimonials from your customers. You have to use them in order to benefit. Here are a few ways to get the word out.

Always include at least one testimony in all of your advertising. Remember, people are naturally skeptical of ads and a testimony helps overcome skepticism and doubt.

With direct mail, include a single page full of testimonials. Make them brief. If you are using a postcard format, try to incorporate the testimony into the headline of the card and build the message around a single testimony. If the headline incorporates the testimonial, be sure and use the customer’s photo. This postcard technique cuts your direct mail cost and is very effective.

If you are soliciting door-to-door to build a route or to generate new retail business, create a book of testimonials that your salesperson can show to prospects. Write a letter for the salesperson to leave with each prospect. Include a page or more of testimonials, highlighting the ones you feel are the very best in case the reader doesn’t have time to read everything in its entirety.

By all means, use testimonials on your company website, but don’t make the mistake of grouping them all together in one place. Instead, scatter them throughout the entire site, especially in places where you make bold claims about your service.

You can back up these statements with comments from satisfied customers. Doing so will prove you are capable of delivering on your promise. In order to be sure they stand out, place testimonials on the right and left borders of your web page. They will attract attention and be a constant reminder of your credibility.

Your testimonials will be a valuable resource for creating any form of advertising including brochures, flyers, print ads, Yellow Pages, press releases and posters.

You should have dozens of satisfied customers who are willing to tell others about your service. Tapping into these sources can provide powerful testimonials to help you get more business. Don’t put it off. Start collecting testimonials today.