Driving your credibility up the trust curve is what clinches the deal when talking to prospective clients. Testimonials when done correctly are a quick sure fire way to drive your credibility up the trust curve. Being honest and true is one of the most important golden rules when using testimonials in our sales process. It is therefore important to understand how to use testimonials, to ask for them and use them when promoting ourselves or our business.

A testimonial from some one else is a very powerful endorsement of a person or a businesses worth. Testimonials have the ability to break down barriers that would normally be very difficult to overcome.

The school dating game understood the value of testimonials. A testimonial or recommendation was one of the first starting points when approaching a girl that you did not know but you would like to get to know better. Soliciting the help of your friends and her friends in a complex testimonial swapping procedure was a very good first step in the courting process. It did not always work, but instinctively it was easier getting a recommendation rather then trying the cold calling approach.

What testimonials do is promote you or your business up the trust curve. If someone else finds the business acceptable, then it may be OK. It always amazed me at the power of the unspoken testimonial. When I had a girl friend, there was no shortage of other possibilities. But when I was without a girl friend none of the other girls wanted to know my troubles.

It is very important to always be honest when using some one else’s name to endorse your credibility. Don’t use testimonials that are made up or only have an element of truth. Don’t drop names which are fabricated or use people’s names that you don’t have a relationship with.

I recently had a meeting with some who broke the testimonial rules. They referred to another business person as their business partner. The way they did it made me believe that they were credible. A few days later I ran into the person that was used as the testimonial giver and we talked about the business man that I had, had the meeting with. It turned out that the two of them hardly knew each other at all.

Here are a few suggestions to consider when using testimonials

• Don’t fabricate – don’t make up testimonials, if you need a testimonial ask someone that will give you a testimonial. If you don’t have testimonials then use a different approach to draw your perspective client’s attention.
• Ask properly – If at all possible ask for your testimonial face to face. When you have received your testimonial you may need to clarify something with the giver that will make the testimonial more useable for example get them to be specific.
• Use their words – at times it is appropriate to rewrite the testimonial. However as a general rule try and leave the testimonial in the givers words. If you are going to rewrite make the wording less “sales‎’y”
• Don’t be afraid to use testimonials – if they work on the school ground, then they will work in other situations. It is however important to make sure that the testimonial that is being used is genuine.

Testimonials are a great way to overcome difficult hurdles and drive up your credibility. If done properly and the testimonial is not cheesy you will find a wealth of use for a well placed testimonial.