The Power Of Customer TestimonialsLet satisfied customers do the talking, and new clients will come a-walking.
One way to get feedback about how good of a job you're doingis to collect testimonials from customers who are pleased with yourbusiness. Either send them a follow-up questionnaire where they canwrite in comments, or call customers following a sale and ask a fewquestions. Then ask if you can use their comments in your marketingmaterials-this will flatter them and help you tremendously. Peoplerespond to testimonials from others in their industry or someone intheir particular circumstance. Once you know a prospect'sneeds, you can whip out your file and share the testimonial thatbest mirrors his or her need.
In addition, the process of collecting testimonials is anothergood way to do on-the-spot market research. You'll learn lotsby asking for feedback, and this affords you a way of keeping intouch with your customer base. Just calling for a "testimonialupdate" is a sure way of staying connected to yourclients.
