Good testimonials can be an influential marketing tool, but many dealers don’t get them because they never ask for them. And while asking for one may not always result in what you’re hoping for, if you never ask, you’ll never get one.
Good testimonials offered during a sales presentation can be a powerful trigger for closing the deal. But good testimonials, when used well, can also be a big influence on a prospective buyer or service customer.
Unlike an ad or a website in which dealers can boast about how great this product is or that service will be, testimonials are deemed far more believable and trusted. Studies show that an article in a newspaper extolling the benefits of a product will be twice as believable to readers as an ad that says the same thing running in the same publication. In general, people are skeptical about ads but readily buy into articles, even more so with testimonials.
Testimonials are endorsements of a dealership’s products, services and the manner in which people are treated. They are characterizations of a dealership by those who have had positive experiences and are willing, if not enthusiastic, to tell others. They are customers, in effect, selling for the dealership.
So how do we get them? Watch for opportunities and then ask. For example, whenever a customer is complimenting the dealership on a problem solved or something done well, the sales or service team should ask: “Would it be OK with you if we print your comment on our website or in our newsletter? We really value your input.”
Moreover, good testimonials are not limited only to when a customer’s problem has been solved. After all, boating is an emotional thing. How often has a customer said what a great day they’ve had with their boat, or shared what the boat means to their family lifestyle? How about a customer indicating how happy he is with his new boat? Or describing their latest cruise, fishing success or adventure?
The obvious follow-up question is: “May we tell others, through our website or newsletters, what you’ve been enjoying?”
Even in the digital age, old-fashioned written letters are still gold, too. When a customer takes time to send a letter of thanks or appreciation, that letter should be put in a plastic sleeve and placed in a notebook that’s strategically displayed where customers and prospects can easily access it. Experts say more people will look at the book if it’s left open on a table or counter.
If letters are gold, videos are platinum. They’re the newest testimonial. It doesn’t take a video pro to shoot a few seconds or so of a customer talking about their boating enjoyment. It doesn’t even take a fancy camera — just shoot your smartphone. Videos of happy customers posted on your website are a powerful marketing technique.
That’s why the Discover Boating campaign uses such an excellent array of videos. They are professionally shot, of course, but customers sitting on their boat and casually talking about their boating or dealership experiences doesn’t take a pro to shoot. In fact, short videos shot by a salesperson will be even more believable.
With today’s slower-than-desirable sales picture, testimonials are valuable third-party endorsements of a dealership and its products. Is it wrong to ask for a testimonial? Absolutely not. It should be part of a good marketing plan.
