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Tuesday, November 12, 2013

Leverage the power of testimonials – written, recorded and live at your seminars!

Whether looking for a new dentist, contractor, plumber or even a pet sitter, millions of consumers visit Better Business Bureau and Angie’s List and other consumer advocate-oriented websites to read comments and reviews before making important purchasing decisions. Even more consumers will ask their friends and neighbors for referrals – all because they value advice from trusted sources and want avoid making the wrong decision and wasting time and money.

Knowing that, consider joining many of the best marketers in the country by personally inviting some of your best clients to provide a testimonial letter, attend your seminars or record a video testimonial. Tell them to be honest about their experience of working with you. Encourage them you to tell their story in their own words – not scripted.

A personal testimonial can do more to help you generate new prospects, set more appointments and gain more clients than almost any other non-marketing technique. Why? Because consumers are more likely to believe a fellow consumer when it comes to making such an important decision – like choosing a financial advisor.

It’s leveraging the reality that word-of-mouth by a client carries more credibility in the eyes and mind of a potential client than all the awards and designations this wonderful business can bestow on us.

And if that isn’t enough, you can also use this as an opportunity to share new concepts and solutions with these clients. Solutions that might not have been available when you last met with them. Call it cross-selling. Call it cementing an already-strong client-advisor relationship. Just do it!

NOTE: Based on your licences,  there may be restrictions and guidelines on using testimonials. Please refer to your compliance department to make sure you're following the rules! 

Bob Wilgus is the Director of Corporate Communications and Social Community Manager for RME360. You can reach him at: