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How to Get Testimonials That Boost Your Credibility
The unspoken question in every customer’s mind “I want to believe you, but I’m not sure I trust you” is the unspoken question customers ask salespeople. The devil in every sale is customer doubt. Specifically, a salesperson’s lack of credibility. Slow down. Forget about “updating” your “professional profile.” Why? To put is graciously, too many […]
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The unspoken question in every customer’s mind
“I want to believe you, but I’m not sure I trust you” is the unspoken question customers ask salespeople. The devil in every sale is customer doubt. Specifically, a salesperson’s lack of credibility. Slow down. Forget about “updating” your “professional profile.” Why? To put is graciously, too many are being “massaged” by salespeople who think they need to “enhance” themselves. But, customers aren’t fooled; bad experiences make them suspicious and they back off from saying “yes.”
The tool that helps bridge the “credibility gulf” is the customer testimonial. But wait a minute; don’t roll your eyes and stop reading just because testimonials haven’t worked for you. Here’s why: all testimonials aren’t equal; most are lacking credibility. The Internet is swimming in phony testimonials that are signed: “A long-time customer,” “Ben C.,” “Does a great job,” or “We love that company.” They are exactly what they appear to be — nothing more than thinly veiled fakery.
Even though some testimonials may be genuine, they’re dull, boring, and lack impact. In other words, they’re ineffective. Let’s face it, most of those who are asked to provide a testimonial don’t know what to say or how to say it. So, unintentionally, they botch the job.
For testimonials to do the job of enhancing someone’s integrity, they must tell a compelling story (not make a sales pitch) in a few carefully crafted words. They must be little jewels. And this takes skill.
Here’s how to go about obtaining testimonials that are believable and enhance credibility:
Step #1. Selecting testimonial candidates
Forget about your sister-in-law or your best friend. Be selective about whom you ask for testimonials. Choose situations where you’ve made a difference or saved the day. These are testimonials that resonate with prospects.
For example, it was during a review of a prospect’s business-insurance program that a broker discovered several gaps in coverage that could do serious financial damage to the company should a loss occur. When the agent was awarded the account, he asked the owner for a testimonial. Needless to say, the new client readily agreed.
Powerful testimonials often come from using a PSR, or problem-solution-results format. Present the problem, followed by your solution, and then drive the message home with the accrued results. Whether it’s a testimonial or a case history, identify people with their full name, business, and location. Otherwise, it isn’t credible.
Here’s the key: The right moment to ask for a testimonial is not when you want it, but when you have demonstrated your competence — it’s your performance that makes testimonials compelling. Read: believable.
Step #2. Obtaining testimonials that have value
Asking someone to write a testimonial can be a major mistake. If you do, the chances are you won’t get what you expected — or wanted. It’s likely to be something that’s weak, cobbled together, and unimpressive. For example, “We’ve been doing business with The Zoomfast Company for 12 years and they always do a good job. Their people are friendly and know what they’re doing.” How many times have you seen testimonials like this?
Most people want to be helpful, but they don’t know what to say or how to say it. So, they fall back on trite words and phrases that fail to convey a meaningful message. Or, they tell the person asking them, “Just give me what you want and I’ll sign it.” Either way, the results are less than inspiring.
A more successful approach is having someone who can ask questions that get a person talking to conduct a phone interview and write up a concise and compelling narrative. Then, have the person interviewed review it and make any changes and approve the final content. They will appreciate the help in giving it a professional touch.
Here’s an example of what we’re talking about. A client asked a marketing consultant to interview a customer for a testimonial. The customer was a co-founder of a construction company. The “Why do you think they wanted you to do this?” was the first question. And the answer was an instant grabber, “He saved my business.” Then, he went on to tell how he was about to lose a large contract but was able to keep it thanks to the client’s knowledge and quick action. The resulting testimonial was short and powerful.
Step #3. Putting testimonials to work
Once you have a portfolio of several testimonials, what are you going to do with them? How are you going to make them work for you? Take this seriously. There is nothing more persuasive than having a customer tell your story.
Here are ways for to get the most out of testimonials:
– Include in newsletters
– Showcase on websites and in videos
– Feature in sales letters
– Turn into handouts for meetings and events
– Highlight on social media
– Send when asked for references
– Display on banners at trade shows
– Make seminar presentations
Obtaining interesting and captivating testimonials is exciting. But there is one more step: obtaining permission to use them. In fact, tell those interviewed you will send them the proposed wording, along with a testimonial release form (ask a lawyer to make a recommendation). Don’t use a testimonial until you have a signed release in hand.
Testimonials can be one of the most powerful influencers available to marketers and salespeople. But getting them right and using them effectively to maximize their benefits takes thought, planning, and expertise.
John Graham of GrahamComm is a marketing and sales strategist-consultant and business writer. He is the creator of “Magnet Marketing,” and publishes a free monthly eBulletin, “No Nonsense Marketing & Sales Ideas.” Contact him at jgraham@grahamcomm.com or visit: johnrgraham.com
Let’s work together to ensure I-81 community grid’s success
After years of debate and discussion about proposed changes to I-81, the state Department of Transportation (DOT) announced its support [on April 22] for the community grid option. While we still await a final environmental-impact statement and another round of public hearings, the future of Syracuse is bright. I came out in support of the
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After years of debate and discussion about proposed changes to I-81, the state Department of Transportation (DOT) announced its support [on April 22] for the community grid option. While we still await a final environmental-impact statement and another round of public hearings, the future of Syracuse is bright.
I came out in support of the community grid approach in February because it offers the greatest benefit for local stakeholders and could be implemented more quickly. It also minimizes private property seizure and puts property back on the tax rolls to strengthen our city’s tax base. Regardless of which option you support, now is the time to put down our differences and work together to ensure the best possible outcome.
I’ll continue working with my fellow Central New York legislators and local leaders to expedite this long-overdue reconstruction and secure a brighter future for our city and our region.
Pamela J. Hunter, Democrat, is a member of the New York State Assembly, representing District 128, which encompasses parts of the city of Syracuse, the entire towns of Salina, DeWitt, and Onondaga, as well as the Onondaga Indian Reservation. Contact her at HunterP@nyassembly.gov. This opinion is drawn from a statement her office issued on April 22.
State Criminal-Justice Reforms are Flawed and Dangerous
While not directly related to New York State (NYS) fiscal issues, some of the biggest policies included in this year’s state budget were changes to our state’s criminal-justice system. The largest of those changes was the elimination of cash bail for most crimes other than certain qualifying offenses. The elimination of cash bail has been
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While not directly related to New York State (NYS) fiscal issues, some of the biggest policies included in this year’s state budget were changes to our state’s criminal-justice system. The largest of those changes was the elimination of cash bail for most crimes other than certain qualifying offenses. The elimination of cash bail has been the rallying cry for many progressive New York City–based interest groups who claim, in some cases correctly, that cash bail discriminates against the poor. While I believe that some reform was necessary, the law that was passed as part of this year’s budget goes too far because it takes discretion away from judges and in the process could endanger law-abiding New Yorkers.
Under previous law, when people were arrested, they ordinarily would see a judge within 24 hours. At that time, the judge had a number of options on how to proceed. These options included releasing the defendant with a promise that he or she would return for their trial or, if the judge determined that the defendant was so great of a flight risk, the judge could order the defendant detained in prison until a trial verdict or plea deal. The judge could also order the defendant to post bail, which essentially requires a cash payment or bond to the court that would be returned to the defendant or a third party (example: a bail bondsmen) if the defendant meets the court’s requirements (example: appears for trial). The judge, when setting bail, needed to weigh a variety of factors including the financial resources of the accused and the recommendation of the prosecutors.
Pursuant to the law recently passed in the NYS budget, judges now are required to release defendants pending trial on their own recognizance unless the defendants are found to pose the risk of flight or stand charged of a qualifying offense — in which case, the judge may sometimes fix bail. If the judge finds that releasing a defendant on his or her own recognizance will not reasonably assure the defendant’s return to court, the judge then must select the least restrictive, non-monetary, condition that will “reasonably” assure the defendant returns to court. Non-monetary conditions include having the defendant be in contact with a pretrial services agency, restrictions on travel, placement in pretrial supervision, and electronic monitoring.
What wasn’t included in the legislation was language that would allow a judge to incarcerate a defendant before trial if the judge deems the defendant “dangerous” or a threat to public safety. Under this new law, a judge’s hands are tied when it comes to pre-trial release of a defendant charged with a non-qualifying offense — either release the defendant on his or her own recognizance or release the defendant subject to a least restrictive condition as set forth above. What happens if the defendant is very dangerous? The same rules apply. Democrats who opposed adding that language claim disingenuously that under prior law, a judge couldn’t take in a defendant’s threat to public safety when determining pre-trial release. While true, it is undeniable that under the prior law a judge had a lot more discretion and could order pre-trial detention in certain circumstances albeit not strictly on the dangerousness of the defendant.
Moreover, by taking away a judge’s discretion in determining pre-trial release, a tremendous tool has been taken away from prosecutors and law enforcement. Under the prior law, defendants might be incarcerated pre-trial even if they were only charged with relatively minor crimes with the knowledge that more serious crimes against the defendant were being investigated and pursued. Now, the defendant will have to be released. It isn’t a stretch to imagine that there will be a substantial flight risk because the defendant knows that more serious charges will be forthcoming.
Finally, there are significant costs involved with implementing least restrictive non-monetary conditions of release — conditions like pretrial supervision. Unfortunately, but not surprisingly, the state budget contains no additional funding for these costs. While the cost may be secondary to those pushing for cashless bail, if you are the one footing the bill it is just one more unfunded mandate coming from Albany.
William (Will) A. Barclay is the Republican representative of the 120th New York Assembly District, which encompasses most of Oswego County, including the cities of Oswego and Fulton, as well as the town of Lysander in Onondaga County and town of Ellisburg in Jefferson County. Contact him at barclaw@assembly.state.ny.us or (315) 598-5185.
SAM FARCHIONE has joined Pinckney Hugo Group as an assistant account manager. He previously worked in business development at FloQast in Los Angeles. Farchinoe has a bachelor’s degree in business administration from the Max M. Fisher College of Business at Ohio State University.
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SAM FARCHIONE has joined Pinckney Hugo Group as an assistant account manager. He previously worked in business development at FloQast in Los Angeles. Farchinoe has a bachelor’s degree in business administration from the Max M. Fisher College of Business at Ohio State University.
Digital Hyve has added five new employees to its Syracuse office. KELLY FALCONER has joined the Syracuse account services team as account manager. She graduated from Le Moyne College with a bachelor’s degree in communications and an MBA. Falconer previously was an assistant account manager at Pinckney Hugo Group and a marketing coordinator at the
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Digital Hyve has added five new employees to its Syracuse office.
KELLY FALCONER has joined the Syracuse account services team as account manager. She graduated from Le Moyne College with a bachelor’s degree in communications and an MBA. Falconer previously was an assistant account manager at Pinckney Hugo Group and a marketing coordinator at the Redhouse Arts Center in Syracuse.
NICOLE BISHOP joins the Syracuse execution team at Digital Hyve, where she has taken the position of digital marketing coordinator. She graduated from Le Moyne College with a bachelor’s degree in marketing. Bishop previously worked at the IVMF at Syracuse University as a project management intern, helping transition military personnel into civilian jobs.
ROB RENETTA recently joined Digital Hyve’s sales team as the Syracuse business development manager. He studied criminal justice at Long Island University Post, but ultimately decided sales was his calling. Renetta’s sales expertise stems from his previous 10 years of experience, including more than five years in media sales at WCNY.
KYLEE SHAUGHNESSY has joined Digital Hyve’s Syracuse office as a digital marketing producer in an unconventional way, starting out as an intern at Digital Hyve during her junior year at Le Moyne College. During her internship, Shaughnessy excelled and Digital Hyve offered her a part-time position to keep her on until graduation. After receiving her bachelor’s degree, she transitioned to a full-time digital marketing producer.
IVY BITETTI has joined the company’s Syracuse account services team as an account coordinator following her graduation from SUNY Oswego, where she earned her business administration degree. She honed her marketing skills as an intern at Wellhouse Ministries Inc. before joining Digital Hyve.
LORI TEIFKE has been promoted to Central New York territory manager at NBT Bank. She was previously a retail market manager and has been with NBT Bank since 2008 when she joined as a result of the Alliance Bank merger. Teifke has nearly 20 years of banking experience.
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LORI TEIFKE has been promoted to Central New York territory manager at NBT Bank. She was previously a retail market manager and has been with NBT Bank since 2008 when she joined as a result of the Alliance Bank merger. Teifke has nearly 20 years of banking experience.
MELISSA KELLER has been promoted to senior VP finance/chief information security officer at Fulton Savings Bank. She joined the bank in 2017 as VP/controller. Keller is a CPA with an extensive background in accounting, finance, auditing, and cybersecurity. She has a bachelor’s degree in accounting from Columbia College and holds a certificate in cybersecurity issued
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MELISSA KELLER has been promoted to senior VP finance/chief information security officer at Fulton Savings Bank. She joined the bank in 2017 as VP/controller. Keller is a CPA with an extensive background in accounting, finance, auditing, and cybersecurity. She has a bachelor’s degree in accounting from Columbia College and holds a certificate in cybersecurity issued by the AICPA. Keller previously was a senior audit manager at Dermody, Burke & Brown.
RUTH DARRETTA has joined KeyBank as a business banking relationship manager in New Hartford. Darretta previously was a commercial banker with Synovus Bank in Palm Harbor, Florida.
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RUTH DARRETTA has joined KeyBank as a business banking relationship manager in New Hartford. Darretta previously was a commercial banker with Synovus Bank in Palm Harbor, Florida.
GWEN EICHORN has been promoted to chief financial officer at CBD Companies. Eichorn will oversee all financial/accounting matters for CBD’s brokerage, construction, and management divisions. She recently earned an MBA degree from SUNY Empire State College, with a focus in management, and also received a certificate in health care management.
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GWEN EICHORN has been promoted to chief financial officer at CBD Companies. Eichorn will oversee all financial/accounting matters for CBD’s brokerage, construction, and management divisions. She recently earned an MBA degree from SUNY Empire State College, with a focus in management, and also received a certificate in health care management.
CASEY ARTHUR has joined Capital Collection Management (CCM), a third-party debt collection agency and debt buyer based in Syracuse, as VP of business development. An ACA-certified collections specialist with more than a decade of industry experience, he previously was regional director of business development at ConServe, an accounts-receivable management company, where he also served in
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CASEY ARTHUR has joined Capital Collection Management (CCM), a third-party debt collection agency and debt buyer based in Syracuse, as VP of business development. An ACA-certified collections specialist with more than a decade of industry experience, he previously was regional director of business development at ConServe, an accounts-receivable management company, where he also served in a multitude of operations management roles on consumer, commercial, and government contracts. Arthur earned an associate degree from Finger Lakes Community College and holds numerous certifications from Dale Carnegie and VitalSmarts.
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