How The Words Of Others Breaks Skepticism And Builds Credibility With Your Prospect…

Let’s face it, today’s consumers are skeptical. Can you blame them? With endless ‘claims to fame’ in the marketing clutter, why would you not question them? It’s easy to understand why consumers are some what guarded.

The reality is if I were to tell you as a tradesman and owner of the business, that I would turn up on time, complete your job right 1st time or its free and that you would love my service so much that you would tell all your friends how wonderful we were – you wouldn’t believe me right?


BUT, what if you saw the friendly happy face of a customer or read a testimonial from a customer that told the same story? In their words, claiming how impressed they were of the service because of the fact that they turned up on time AND solved the problem at hand! Would you be impressed then?


It’s one thing to blow your own horn. People expect you to sing praises about your own products or services and you would be silly not to. However… it is this simple fact that potential customers have an inherent disbelief in any marketing message that comes from you.

But when other people, who have nothing to gain from your success, say good things about your products or services, your believability and credibility shoots skyward.


An extra bonus is that customers who provide a testimonial are more loyal. Once people have put their name and reputation on the line by publicly endorsing a product or service (or person), they will stand behind that decision even if they find out it’s a bad one.


In addition, when you ask your customer for a testimonial, they will feel as though they are helping you and your business grow and hence feel as though they have a direct hand in the success of your business.


So, how do you gather successful customer testimonials that both catch your prospects attention and build a relationship of trust?


Here are 8 things to request from your customer as you gather your testimonials:

  1. Request a testimonial from your customer as soon as possible – preferably the day you complete the work or make the sale. It is at this point that they are at their ‘giddiest’. Consider having them quote and write a testimonial before you leave their home/work place.
  2. Be as specific as possible. For instance, if you delivered your product the same day your customer purchased an item, tell your customer to include the time it arrived.
  3. Include your unique selling proposition (USP) in the testimonials. For instance, if your USP includes same day service or money-back guarantee, then ask for them to be mentioned if these were ‘selling points’ that made them call the business.
  4. Talk about the issues they were facing prior to contacting your business and then the solution provided. In addition to this, to include the way they were feeling before and after having received the benefits of your product/service. Most likely readers will have felt the same way and will empathise with the emotion and hence will make them more interested in receiving the benefits of your product/service.
  5. State their credentials. This will make their testimonial even more persuasive because their comments will be perceived to come from a credible source. People tend to believe people in positions of perceived authority. (eg: Sam Sergent, XXX business name, Sydney)
  6. Request a picture of your customer using your product/service. As a matter of fact, try to take the picture yourself so that you know you’ll get a good one. Take several and make sure they are showing the benefits of the product or service. Pictures double the effectiveness of your testimonial and bring the testimonials to life.
  7. Request permission to use the testimonial in your advertising, including their name in addition to city they live in. Addresses, even if it’s just a city name, increase the believability of the testimonial. It demonstrates that they are real people who live in the same community as your prospects.
  8. Thank them profusely and let them know that it is testimonials like theirs that help your business grow. This will improve your rapport and solidify your relationship.

The honest word of a customer is one of the most powerful tools in helping you break down your prospects skepticism and hence build credibility. Credibility that will lead to an increase in conversion and hence more money in your pocket.


I would urge you to make a commitment today to start asking 100% of your customers for testimonials. Plan to obtain 10 customer testimonials in the next 2 months to use in your trade businesses marketing.


Interested in learning about more low cost marketing ideas for your trade business? Check out our NEW (and free) Live Event, ‘The Next Level Tradie’ where we will be discussing the EXACT marketing strategies we use in our own trade business. CLICK HERE to claim your free ticket.