Dealerships often don’t get testimonials from customers because they don’t regularly ask for them. Of course, you still may not get every testimonial you ask for, but if you never ask, you can darn sure bet you’ll never receive a single one.
Unlike an advertisement or a website boasting about how great a product or service you offer is, testimonials are far more believable and trusted by prospective customers. For example, countless studies show an article in a newspaper extolling the benefits of a product is twice as believable to readers as an advertisement that says the same thing. In general, people are skeptical about ads but will readily buy into articles — and even more so into testimonials.
For a dealer, testimonials can be endorsements of a product, service, or the way it treats its customers. Testimonials are characterizations of a dealership by customers who have had positive experiences and are willing — and often enthusiastic — to tell others.
So, how do you get them? It’s not difficult. Be on the lookout for opportunities, and then simply ask. For example, when a customer is complimenting the dealership or personnel about a problem solved or something else done well, every person on your team should know that it’s time to ask: “Would it be ok with you if we print your comment on our website or newsletter? We really value your input.”
In addition, keep in mind it may not be time to ask for a testimonial only when a customer’s problem is solved. Boating is an emotional thing. How often have you heard a customer telling you what a great day they had with their boat or talking about how important their boat is to spending time with their family? How about a customer indicating how much they love their new boat? “May we tell others, through our newsletter or website, what you’ve been enjoying?” is the obvious follow-up question.
Letters are gold. When a customer takes time to send a letter of thanks or appreciation, it should be displayed where customers and prospects can easily access it. Tip: More people will read it if it’s left open on a table or counter.
But today we’re living in the digital age. So, if letters are gold, short videos are platinum. It doesn’t take a video pro to shoot a video showing a customer talking about how much they enjoy their boat. It doesn’t even take a fancy camera — you can shoot excellent quality video these days with your smartphone.
Videos of happy customers posted on your website are today’s most powerful marketing technique. That’s why, for example, the industry’s “Discover Boating” campaign is focused on videos that tell the story of the excitement and benefits of getting out on the water. Those are professionally shot, of course, but customers sitting on their boat casually talking about their boating day, or a positive dealership experience, doesn’t take a pro to shoot.
Testimonials are valuable third-party endorsements of a dealership and its products. Is it wrong to ask for a testimonial? No. It’s just part of a good marketing plan. Moreover, people who are pleased by their relationship with a dealer will likely be happy to tell others.
But you have to ask!
