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  Testimonials – Valuable,
Effective and Free
Testimonials are an especially useful tool for remodelers to generate new business. They put you and your company in a positive light and enable you to sing your company’s praises without sounding like a braggart. Letting your satisfied clients do the talking for you is one of the best and least expensive marketing tactics you can use to promote your business.
Here are some things every remodeler should look for when selecting a testimonial:
1) It addresses common concerns - Good testimonials are proactive and erase potential objections to using your services.
“Because of all the bad weather, we were worried we might not have the addition done in time for our son’s graduation party, but your staff kept everything right on schedule. That was a huge relief!”
2) It is specific - Good testimonials explain in detail the ways in which the company did a good job.
“Your quick response to our e-mails made us feel like you were always on top of things. This made us feel a lot calmer.”
3) It is “thank you” letter-like – A good testimonial should sound like a thank you letter from the client to the company. It should not sound like a marketing pitch directed at potential clients.
“With young children at home, we really appreciated that Sam and your other workers took time to clean up at the end of each day to make sure the area was extra safe for them.”
4) It sounds genuine – Overly-effusive and fake-sounding testimonials are sure to be viewed as such, so make sure they sound credible. Even better is getting permission to use their names and perhaps photo along with the quote. If possible, consider audio or video testimonials which add even more credibility.
“Everything went so smoothly. Your staff was polite and friendly and always showed up when they were supposed to.”
- Sara Radcliffe, Alexandria, VA
How to Collect High Quality Testimonials
It will probably feel easier to ask for a testimonial than a referral or lead, so here are some suggestions on how to get the quotes you need:
Actively listen - A customer may offer a comment anytime during a project – at the beginning, middle or end. So if you hear your client say something you believe would make a good testimonial, immediately ask the customer if you can use the quote and obtain their permission to use their name and town along with the quote.
Regularly check in – Create opportunities for clients to compliment the job you’re doing. A quick phone call or e-mail asking how you’re serving them may result in some positive feedback you can use. Plus, asking them if they are happy and how you can improve what you’re doing will show you are strongly committed to client service.
Ask for them outright – If you believe a client is happy with their experience with you, they would likely be happy to write a short letter telling you what staff members did that impressed them, what they liked about working with you, what they loved about the project, etc.
Ask specific questions - As an alternative to requesting a general testimonial, it can sometimes be better to pose a carefully worded question to clients. This will compel them to give you a specific and valuable response. For example, if you feel your price guarantee is a strong selling point for your company, you might ask, “How did our price guarantee make a difference for you and your remodeling experience?” And remember never to phrase a question so it can be answered simply with a “yes” or “no.”
What Next?
Now that you have some valuable and believable testimonials, let CMG help you make the most of them. Just call us at (703) 759-0106 or go to our website.
A Remodeler Asked:
Q: What is CEM and how can I use it to help my business?
A:
CEM stands for Customer Experience Management, a process where remodelers carefully define and create the experience they want their client to have, monitor their actual experience through various methods of communication and feedback, and make purposeful changes to get closer and closer to their goals with every new client. We’ll be discussing CEM in next month’s Marketing Matters, so stay tuned for more information that will help you attract and retain new and existing clients.
 PowerMeeting Announcement
Our friends at Remodelers Advantage are having a special PowerMeeting focusing on marketing and sales on September 22 in Raleigh, NC. The registration deadline of September 18 is fast approaching! Check it out.
The final numbers are in!
As more people completed our web poll, the results shifted to a smaller percentage currently using social media. As of September 1, over 1/3 of our respondents reported they are actively using more than one social media channel to reach out. We expect this percentage will increase over time in the same way that the use of websites and e-newsletters by remodelers has increased in recent years.
Our New Survey
Go to our new survey and cast your vote about when you feel activity in your market will improve. We'll report the findings in the October Marketing Matters.
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Comments & Questions
If you have questions or topics you would like us to address in future issues of Marketing Matters, please let us know. Send them to editor@continuum-mg.com.
Sincerely,
David Alpert
President, Continuum Marketing Group, LLC
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