Customer Testimonials Set Your Business Apart

Last week Fire Enterprises (FEI) Sales Tribe Leader Zoot wrapped up a series of discussions with sales apprentice Helios on the four attributes salespeople need to succeed. This week, Marka teaches rookie customer-service rep Aetius the value of customer testimonials. Remember, fire = print.

One afternoon Marka walked by Aetius’s desk as he was talking with a customer on the O-phone.

“Oh, that’s great to hear! Thanks for your call!” Aeitus hung up and noticed Marka.

“Who was that?” Marka asked.

“One of our customers—Flora from Flora’s Flowers. For the past year they’ve used FEI fire to heat their greenhouses. Our fire is so strong and consistent that they now grow flowers that are on average 20 percent larger—which means, of course, that they can sell ‘em for much more!”

Marka was pleased to hear about this positive customer experience. “Did you write down what she said?” Marka asked.

Aetius looked at her blankly, blinking his eyes slowly.

Marka let out the faintest of sighs and asked, “Why don’t you call Flora back and ask for a brief testimonial? She can repeat what she just said, or she can write up her thoughts and O-mail them to us.”

“Why?” Aeitus asked. “Flora’s just one customer—will any of our prospects actually care about her experience?”

“Of course!” Marka exclaimed, a little frustrated that Aeitus was missing the point. FEI’s success derives from our ability to say what we do and do what we say. Every day, our sales, marketing, and customer service departments do a pretty good job at telling prospects and customers what we do. Proof points such as testimonials are valuable because they allow us to show that FEI’s fire solutions actually do what we say they do.”

“What are some other examples of proof points?” Aeitus asked.

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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