{"id":5417,"date":"2013-03-25T14:20:02","date_gmt":"2013-03-25T14:20:02","guid":{"rendered":"https:\/\/www.n-able.com\/?p=5417"},"modified":"2022-07-27T10:48:35","modified_gmt":"2022-07-27T09:48:35","slug":"are-you-making-these-mistakes-your-client-testimonials","status":"publish","type":"post","link":"https:\/\/www.n-able.com\/it\/blog\/are-you-making-these-mistakes-your-client-testimonials","title":{"rendered":"Are You Making These Mistakes With Your Client Testimonials?"},"content":{"rendered":"

You genuinely may run the best IT Solution Provider or Managed Service Provider (MSP) in the world – but when it comes to winning new business, how do your prospective clients know that? Hearing reviews from other businesses about your service can help.<\/p>\n

Nothing helps build trust in you and your services more than client testimonials. Hearing (or seeing) what existing clients have to say about your business goes an awful long way towards helping prospects become clients for your business.<\/p>\n

Most IT companies I know have a client testimonial page on their web-site, but the majority also seem to waste a great opportunity to really make their client testimonials stand out. They assume that simply putting up a clients logo, a quick sound-bite from their client or a link to their clients site is enough.<\/p>\n

Do you make the most of your client testimonials for helping convert prospects into newly won business?<\/p>\n

Here are 3 mistakes to avoid with your MSP client testimonials.<\/p>\n

Not including a photo of your client<\/h3>\n

Let\u2019s start off with a fact many people overlook with their client testimonials.<\/p>\n

Just because your client testimonial is true, doesn\u2019t mean people will believe it.<\/strong><\/p>\n

This can be a bitter pill to swallow, because you know the client testimonial is genuine – but how can you persuade the reader of the same?<\/p>\n

Using photographs of your clients can help enormously. Have you ever heard the phrase\u00a0\u201cTruthiness?\u201d<\/a>\u00a0It refers to the idea that most people claim to know intuitively whether a claim is true or not. Furthermore, client testimonials that don\u2019t have photographs are considered much less believable than client testimonials that do! Adding a photo can give your client testimonial credibility.<\/p>\n

But the right photo is essential. Whatever you do, don\u2019t use stock photography – people will see straight through it.<\/p>\n

Use actual photos of your client next to their testimonial. I use\u00a0actual client photographs in testimonials on my own web-site<\/a>, and new clients have commented on how it helped them choose to work with me.<\/p>\n

So go grab some snaps of your clients to use next to their testimonials, and see the \u201ctruthiness\u201d of your client testimonials rise.<\/p>\n

Failing to be specific with the testimonial<\/h3>\n

We often feel\u00a0uncomfortable asking clients for testimonials<\/a>. After all, we\u2019re effectively asking the client to<\/p>\n

say good things about us – and few of us are overly comfortable with receiving praise.<\/p>\n

So it\u2019s often the case that when we do pluck up the courage to ask for a testimonial, the client will ask us \u201cWhat should I say?\u201d.<\/p>\n

It\u2019s at this stage that need to have a story in mind. If your client testimonial simply says \u201cJoe\u2019s MSP are really good guys\u201d, well, that\u2019s nice – but it isn\u2019t very compelling is it?<\/p>\n

Far better that you ask your client to specify exactly the benefits they gained from working with you. \u201cJoe\u2019s MSP keeps our network running so we don\u2019t have to spend time doing so\u201d is better, but for the best testimonials, consider trying to weave a short story.<\/p>\n

\u201cWe experienced a break-in resulting in the theft of all our computers. Joe\u2019s MSP was on-site the same day to help furnish us with new computers, and to help restore all our business critical data from the backups they maintained. Without Joe\u2019s MSP, we would have been sunk\u201d is a compelling story that people will relate to and understand.<\/p>\n

Ideally, you should build such client testimonial stories for all aspects of your service that you want to promote. Infrastructure Management, Vendor Management,\u00a0Backup and Disaster Recovery<\/a>, On-Site Support,\u00a0Remote Support\u00a0– build up testimonials that accentuate the positives of each of these services to your clients.<\/p>\n

Not describing what your clients do<\/h3>\n

Many of the client testimonials I see list the client by name, and company name – sometimes adding a job title. This tells you little or nothing about who the client really is, and what they do.<\/p>\n

Instead of \u201cJoe Bloggs, XYZ Company\u201d – try listing the testimonial as \u201cJoe Bloggs is the owner of XYZ Company, who provide plumbing widgets to companies throughout the North-West\u201d.<\/p>\n

Accurately describing what your clients do allows for the possibility that someone viewing the testimonial associates with it. In our example, can you imaging if a another company that provides widgets viewed the testimonial? They\u2019d be likely to read it and say \u201cThat sounds a lot like us!\u201d – encouraging them to favor working with you above a competitor who, in their mind at least, perhaps doesn\u2019t have the experience of working in their sector that your MSP business does.<\/p>\n

Conclusion<\/h3>\n

Client testimonials are a huge opportunity to showcase how you can help others, provided you maximize the message they put across.<\/p>\n

By adding a clients photograph to increase trust, being specific in the testimonial to describe how you helped the client, and describing what the client does to encourage like-minded people to associate themselves with the work you\u2019ve done, you\u2019ll raise your client testimonials above the lackluster testimonials of your competitors.<\/p>\n

If you want more help with your MSP Marketing then checkout MarketBuilder, which has everything you need to deliver first class targeted MSP Marketing. CLICK HERE<\/a> to find out more.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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