If you’re anything like the team here at Vector, you look at customer reviews and testimonials before you buy just about anything. Ironically, when we put our business hat on, we often forget how important reviews and testimonials are to our companies.
The reviews and testimonials we read provide a glimpse at what it is like to purchase from, or partner with, the company we are considering. Credibility builds trust, often long before the first in-person interaction with a salesperson. When a customer is aware of a positive review or two, the path to success for the systems integration salesperson is much clearer.
Customer Reviews
Customer reviews are the most unfiltered look into how a company handles relations with its customers. Platforms like Yelp and Google collect these reviews without interaction with the company, so the result is an uncensored experience description. The absence of guidance from the reviewee leads to both positive and negative reviews.
Customer Testimonials
Testimonials are far less unscripted and are solicited by systems integration companies when a project or solution has gone well, and the customer is willing to provide details about the success publicly. Often, testimonials are compiled and published by the marketing team to promote the success of a solution, product, or campaign.
Introduction
A testimonial starts out by stating the challenge or problem the customer was facing. This provides basis for why a prospect should continue reading the testimonial or watching the video. It is important to provide this information in a manner that allows the reader or viewer to relate to the problem.
Solution
Next, the answer to the problem is revealed. The product or service that solved the problem is described and how it was implemented is outlined clearly.
Results
This section of the testimonial is what really matters most. It describes the benefit to the customer of solving the problem or providing the solution.
Consider describing the beneficial results:
- money saved
- time saved
- safety enhanced
- operations streamlined
- guidelines followed
- mandates adhered to lives saved
- property protected
- manpower reduced
- risk mitigated
- assets tracked
- vulnerability discovered
The Ask
Everything discussed above is great, IF you can get a customer to talk about the success they had with your company. In many cases, the customer will be excited to share their experience publicly because they can use the finished article to promote their interest in safety in the community or the success of their department within their own organization.
Other times, the customer may not be as willing to have their experience shared publicly. In this situation, the information could be used in a case study without identifying information being included. So, it never hurts to ask since the information about the successful installation or positive outcome can be used in one format or another.
Valuable Insight
Creating a testimonial starts with the ask of the customer. Once there is buy-in, the process of creating the content can begin. The content should come from a few perspectives of those involved in the project. The customer may have feedback to share from an administrative or budgetary perspective as well as an operational perspective, so do not forget to ask to involve multiple stakeholders from the customer’s organization.
Compiling all this information and presenting it in a clear and concise manner can be tricky. These important marketing materials must be completed professionally, so be sure to partner with a firm that can portray the professionalism of your company.
Contact Vector Firm today to discuss your content production and marketing needs.
