How can technical sales professionals use customer testimonials to build trust?

1 Collect testimonials strategically

The first step to using customer testimonials is to collect them from your existing or past customers who are satisfied with your solution. You should aim to get testimonials that highlight different aspects of your solution, such as features, outcomes, support, or differentiation. You should also seek testimonials from customers who represent different industries, roles, or use cases that match your target audience. To collect testimonials, you can use various methods, such as surveys, interviews, reviews, or referrals. You should always ask for permission and follow the best practices for ethical and legal testimonial collection.

2 Choose testimonials wisely

The second step to using customer testimonials is to choose the ones that are most relevant and impactful for your sales situation. You should select testimonials that match the stage of your sales cycle, the needs and goals of your prospect, and the objections or challenges that you face. You should also choose testimonials that are specific, quantifiable, and verifiable, rather than vague, generic, or exaggerated. You should avoid testimonials that are outdated, irrelevant, or inconsistent with your message or brand.

4 Optimize testimonials continuously

The fourth step to using customer testimonials is to optimize them based on your results and feedback. You should measure and track the effectiveness of your testimonials, by using metrics such as response rate, conversion rate, retention rate, or referral rate. You should also solicit and analyze the feedback from your prospects and customers, by using methods such as surveys, interviews, or reviews. You should use this data to improve your testimonial collection, selection, and presentation strategies, and to update or replace your testimonials as needed.

5 Leverage testimonials creatively

The fifth step to using customer testimonials is to leverage them in different formats and channels to reach and influence more prospects and customers. You should use testimonials in various media, such as text, audio, video, or images, and in different styles, such as quotes, stories, case studies, or reviews. You should also use testimonials in different platforms, such as your website, social media, email, or presentations, and in different contexts, such as before, during, or after your sales interactions. You should experiment and test different combinations of formats, channels, and contexts to find the ones that work best for your audience and goals.

6 Learn from testimonials continuously

The sixth step to using customer testimonials is to learn from them continuously to improve your solution and your sales skills. You should use testimonials as a source of insight, feedback, and innovation, by listening to what your customers say, how they say it, and why they say it. You should use testimonials to identify your strengths, weaknesses, opportunities, and threats, and to address them accordingly. You should also use testimonials to develop your empathy, rapport, and credibility, and to enhance your communication, storytelling, and persuasion skills.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?