Your customers are seeking validation of their decision to do business with you. Testimonials and case studies from fellow customers can help overcome doubts and close the sale.
Truly powerful testimonials and case studies come directly from customers. If you try to create a case study from scratch without the customer’s involvement, you are missing out on some valuable information.
Gather the Information
Sean D’Souza reminds us that we shouldn’t make testimonials too sugary. To create testimonials with substance, he suggests asking customers these questions:
1. What were your perceptions before you bought our product/service and were you reluctant in any way?
2. How did you feel as a result of using the product/service?
3. What specific results did you get as a result of using the product/service?
John Jantsch on his Duct Tape Marketing blog suggests you ask a client four questions:
1. What solution were you seeking when you hired us?
2. What did/do we provide that you value the most?
3. What has been the result of working with us?
4. What would you tell others who are considering hiring us?
Instead of guessing why a customer chose you or likes to do business with you, you can gather that information straight from the customer. You’ll probably even get feedback you weren’t expecting.
Combine these two sets of questions together to mix and match those that best suit your business and customer base.
Tell a Story
Asking questions of your customers and clients allows you draw out their “story” so you can then retell it to other prospective customers.
Your customers will each have their individual challenges and needs. You can relate situations and successes from previous customers via testimonials and case studies to prove that you can help solve your prospective customer’s problems.
Resolve Common Concerns
If you know your customers frequently have the same questions, you can leverage testimonials to show how others may have had those same doubts and yet your product masterfully delivered what you promised. Imagine the power your “frequently asked questions” page would have if your current customers answered the questions based on their own experience with you!
Your claims carry far more weight and credibility when you can back your statement up with those from real life users.