How To Use Testimonials To Drive Sales

The most gifted salesperson can go on and on extolling many benefits of his or her product, but at some point (usually very often) somebody will ask: Where’s the proof?

That salesperson and his silver tongue can recite statistics from an extensive study conducted at a prestigious university by in the top 1 percentile of intelligence. But it still won’t matter.

People like to hear “proof” in the layperson’s terms.

That’s why testimonials are so effective, if not more effective, than stacks of research that basically say the same thing.

A testimonial is as much proof as it is an assurance from a neutral party that a product has passed their high standards of quality. It also lays out in no uncertain terms that the person is not only satisfied with the product, but their decision to buy it.

Think about how many infomercials you’ve seen. From my experience, I remember that there is a point during an ad or infomercial where I’m just about to think “OK, this is bologna.” Right then, a wave of testimonials pours into the airwaves, seemingly dissolving my skepticism.

Now, I’m not here to say that I love my new set of knives that I use in the cozy confines of my Snuggie.

I’m here to say, quite simply, that testimonials work on even the sharpest of minds. They dull the innate skepticism that arises when a foreign or complex product is presented.

And I’m also here to show you ways to cultivate and market your testimonials. Here’s a quick but thorough primer.

Tip #1. Write the testimonial yourself! If you are waiting to receive a hand-written letter in the mail praising you and your line of insurance products, you have a long wait ahead of you.

  • Tip #2. Talk with your happiest, most loyal customers and ask them to sign off on the testimonial that you wrote. Tell them directly and honestly that you are putting together sales materials, and that the relationship you have with them is the ideal client-professional relationship you seek with everyone.
  • Tip #3. Make the testimonial letter honest, authentic and down-to-earth. Say what you want it to say and mention what you did for the customer. Put it in terms that are easy to understand. Having a ton of exclamation points will take away from a testimonial’s value. Use the only when warranted.
  • Tip #4. Make sure the letters are “written” by people within the target demographic group of your clients and prospects.
  • Tip #5.  Make sure the letters relate to your line of products and service. Some self-penned testimonials are too ego-driven and talk too much off-topic. Avoid this trap. All sentences should lead back to what you are providing, which are products and service.
  • Tip #6. Lastly, make sure the letter relates to or answers skepticism people may have about your line of service. This adds an authenticity to your letters and stops a client or prospect from calling your products a bunch of bologna.

One final thought…

Testimonials put you in control of how your products are marketed. They allow you the chance to impress others in a credible, honest manner.

The opposite strategy is to play defense to a prospect’s doubts or objections. It’s your choice to start a client-professional relationship with your back to the wall.

Get by with a little help from your friends. Their little help will take you a long way.

Good selling,

John McCarthy
Managing Editor,


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Brian J. Kay, Executive Director, Leads4Insurance
921 Port Washington Blvd., Suite # 3 Port Washington, NY 11050
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