The Power of Testimonials

The Power of Testimonials

Words are powerful especially from happy customers

     It is very important to establish credibility.  One method of establishing credibility is to share testimonials.  Beside your story, the “WHY” you got into this business, sharing testimonials of families that you have assisted is very powerful!

     There are three aspects of testimonials you might want to think about while considering kind words from an individual that is not on the payroll, not working at the cemetery, unbiased, and has no vested interest.

A testimonial is a testimonial no matter the situation

     The first is to get testimonials from current and past customers.  You may not have any testimonials specifically for pre-need situations but probably have had a letter or two written to you about the cemetery/funeral home from a happy individual.  You can always use a testimonial in your sales letter(s) and maybe even in your presentation folder.

     The second to do is make testimonial acquisition a part of your overall marketing efforts.  Always include testimonials in all of your correspondence, marketing pieces, a three ringed note book with clear page protectors, and/or displayed on a conference/office wall.

     The third to do is make it a habit of asking for testimonialsfrom your new customers and old customers.  Testimonials are like stories they are very powerful and persuasive.  Testimonials are real people that are not “sales” people.  Testimonials are advocates for you, your cause, and your cemetery/funeral home.  Testimonials add credibility, reinforce the “wise” decision to pre-plan, and demonstrate your integrity in the business.

It’s easy to get testimonials

     It almost doesn’t matter what is said.  Some people will tell you to write the testimonial, some people will “dictate” the testimonial, and some will allow you to record it.  By the way, recorded testimonials can go on your website.  There’s nothing more powerful then a live voice “saying” nice things about you, your cemetery, and the experience they had with your operation.

     Grounds crew testimonials, beautification testimonials (or even appeals for fund raising), sales testimonials, vendor testimonials, a happy (distant) relative visiting from a foreign land commenting on your cemetery testimonials will work.

     Incorporate these testimonials into your presentation, display them in your conference room and I’m confident you’ll discover even more success selling pre-need.

     When you request testimonials from your families make it easy for them to provide the kind words about you.  Send a self addressed stamped envelope, record the testimonial, and or get a note from them right on the spot.  Either way, if you ask you shall receive.

     Testimonials are like referrals.  Referrals are powerful and as I mentioned earlier testimonials are also extremely powerful.  I would think of it this way.  If you can get referrals you can get testimonials. 

Arm yourself with testimonials!

     While making your presentation, keep copies of your testimonial letters nearby, be it on normal paper, notes on note paper, napkins, post notes, fancy letters, and or Hallmark Cards.

     You might want to frame a testimonial on the wall, or on a desk, or in the conference room.  Keep testimonials in the office where they can be seen maybe even a bound book with clear plastic sleeves filled with lots and lots of testimonials.  You could also get a bound book with blank pages that people could write testimonials in similar to a diary.

     Testimonials are powerful.  Ask for them, arm yourself with them, use them in your correspondence, and have them with you when you meet families.

Happy Selling!

David…

P.S.  There are some testimonial samples in the “Letter” package.  Click here

 

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