Every contractor needs to have a list of customer testimonials they can publish online and provide to prospective customers. They are powerful and can improve a contractor’s sales performance significantly. Especially since more and more prospects are going to your website in the vetting process.
While a prospective customer will certainly visit your site, they will also go online looking for reviews and testimonials about a contractor. However, they tend to put a higher value on a written testimonial from a current client. Most business people take online reviews, good or bad, with a grain of salt. But if a current customer takes the time to write a review, it tends to have more credence and impact.
So how do we get these testimonials? Here are ten easy steps to take:
1. Be positive about asking for testimonials. Many contractors feel uncomfortable about the entire process. Don’t. If the customer is happy with your service, they will be more than happy to write something for you. However, beware: Make certain your customer is satisfied with the service. Many times, clients use this as an opportunity to tell you that they are not satisfied.
2. Make sure you are in the mood. Don’t be afraid to ask for testimonials but be sure you are in the mood. If something is weighing heavily on your mind, asking for a testimonial can wait another day
3. Be selective. Make a list of those clients you believe would be most receptive to providing you with a testimonial. The reality is we should always know which one of our clients will provide a reference.
4. Select which clients you want to approach first. For instance, if you are frequently calling on multi-tenant buildings, it might be best to secure a number of testimonials from your clients that manage multi-tenant facilities first.
5. Know your comfort zone. Customers who have been with you a long time can express how they have seen you and your company grow. They can express how that has been a positive for the customer.
6. When to ask. Don’t ask for a testimonial by email or even with a phone call. In most cases, the best time to ask a client for a testimonial is in a one-on-one situation, for instance, following a maintenance review, at a social function, or a business meeting.
7. How to ask. Consider the following approach when you meet with your customer: “You have been a customer of ours for several years. Your business has contributed to the growth of our company and we are very grateful for that. We would really appreciate it if you could provide a testimonial that we can share with prospective customers.”
8. It gets easier with time. Asking for testimonials is easier than you think, especially if your company is doing a good job and you have a good relationship with that customer. It’s when the work is not exceptional that you may have a challenge.
9. What to do with testimonials. These should be posted on your website, included in every proposal, and distributed at a presentation. Take pictures of the facility mentioned and include them as well.
10. Be thankful. When you receive a testimonial from a client, be sure and thank them. Not only that, thank them by sending a thank you card with a short note. No one does this anymore, so it has considerable impact. Your customer will appreciate it.
Ron Segura is president of Segura Associates. His company works building managers as well as large and small contractors, helping them build their businesses and streamline business operations so that they can reduce costs and operate more profitably. He can be reached through his company website or at seguraassociates@msn.com.
