The Gift That Keeps on Giving
In the last post we talked about the value of testimonials to your firm. Assuming you’ve done a lot of good work, you’ll likely have a number of happy customers willing to attest to it. The question is what do you do with their good words?
Here are some tips:
- Organize: Put together a database of testimonials that you can filter a number of different ways (you can do this with a simple Excel sheet). You may want to filter them by how long they’ve been clients, the nature of the testimonial or the type of work you do for them.
- Ask for a referral: Referrals are one of the most reliable ways to get new business, especially during tough times. You don’t want to bombard your clients, but if they’ve given you a strong endorsement, they might know others who could use your services as well.
- Include in your marketing materials: Brochures, emails, the company Facebook page, on the walls of your office. You want the support of your current clients to be as visible as possible to new and prospective ones.
- Website. Create a separate page on your website specifically for testimonials. It’s a good way to create a balance with the more promotional aspects of your site.
After a while, you may find you have quite the library of testimonials that you can get more and more creative with.
Michael Alter, payroll expert with an MBA from Harvard Business School, is a nationally recognized spokesperson providing thought-leadership and sensible advice to help accounting and payroll professionals build deeper more profitable relationships with clients. Alter, President of SurePayroll, writes the Trade Secrets column on INC.com and is frequently published in Bloomberg TV, the Wall Street Journal, and Entrepreneur Magazine.