Does your company use customer testimonials? If so, how do you use them? We use them in our newsletters, on our website and in our sales presentations. Are they effective? How can you measure their effectiveness? We have had potential new customers ask for references. Although they sometimes wish to speak with the reference, the testimonials are a good start in assisting the potential customer find the information they seek and to gauge your company's relationship with its customers.
Television infomercials are a great example of testimonials. The infomercials basically spend most of the 1/2 hour allotted to them with current customers raving about the product and the benefits they received from it. They are highly effective in convincing potential customers by hearing about others success in using the product or service.
Share your experiences with testimonials and how they have worked for your company.
The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at www.neminc.com.
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