Wednesday, April 1, 2009

Use Testimonials to Attract Prospects and Win Sales - Part 2

Yesterday sales trainer and author Kendra Lee gave us some excellent advice on how to acquire testimonials from your current customers. So, now that you have them, how do you use them effectively? Here are a few more tips from Lee to make the sale:

Integrate testimonials into your sales kit

Now that you have testimonials, don't forget about them! Incorporate them into your selling activities throughout the sales cycle. Go beyond including them in proposals or offering them as references during the decision process. Rather, use your client's voice and share the good word to attract and win new prospects!

Mention them in a first meeting to demonstrate credibility and create interest. Introduce a specific testimonial or two early in conversation when you recognize similarities between a client and a prospect. Use them as examples to help uncover potentially hidden needs.

The next time your prospect mentions an issue they're grappling with, you'll be able to say, "You know, we helped a client just like you save $x by..."

Leverage your testimonials to attract new prospects

Put a plan of action in place to maximize their power and get the message out there! Think about how you can communicate your testimonials in your prospecting activities.

Add them to emails, cold calling scripts, marketing materials, or an upcoming event. Make one or two an offer after a webcast. I often refer to testimonials during prospecting calls, picking out the results or a good quote. They become my stories when I'm delivering a webcast, and examples when I talk about how we help other clients.

Strong testimonials make prospects long to engage you - especially when times are tough and companies are cutting expenditures. They see you as the answer to their prayers. Add them to your sales kit and you'll soon find prospects asking you to engage with them.

Kendra Lee is author of the award-winning book "Selling Against the Goal" and president of KLA Group. Specializing in the IT industry, KLA Group helps companies rapidly penetrate new markets, break into new accounts and shorten time to revenue with new products in the SMB segment. To find out more visit

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