The Golden Key to Making More Sales

This week started with a phone call from a member of my mastermind group who credits me with turning her business around.  She’s a designer, and also a builds the projects she designs.

In September of last year, as she’ll tell you, she had half a job and was ready to give up and put on the orange vest.  Today she has 17 active projects and barely enough free time to catch her breath.

I asked her what the number one piece of advice I gave her was that led to the turn around.  She told me it was, “The importance of asking for and getting testimonials from past clients–for website, google plus, LinkedIn (especially) and Facebook.”

As I often say, “Trust is the golden key to making more sales.”  And a key element in establishing trust with prospects who don’t know you is testimonials.

It’s important to know that there are two main types of testimonials you want to use:  outcome testimonials and testimonials that overcome objections.

Outcome testimonials are just as the words imply, they are the outcome or result your client received from using you. Here’s an example of an outcome driven testimonial:

“Our new addition is amazing!  We’re so pleased with the new open floor plan!  It feels like I wake up every morning in a luxury hotel!”

That’s great one, but testimonials that overcome objections can be even more useful for you.  Here’s an example:

“After a disastrous experience with another painter, I was really nervous about hiring Dan.  But he soon put my fears to rest with his careful planning, his attention to my ideas about colors, and his detailed process.  I couldn’t be more pleased with the results!”

You see, every prospect has unspoken fears about hiring a contractor, and testimonials that address those fears help you to establish a toe-hold of trust, which is so critically important.

Here’s what I recommend… write down all the fears that people have about contractors, and then get testimonials from your clients that overcome each of them. You’ll see your lead flow soar just by using this one idea!

Then use your testimonials on your website – I like to use testimonials as sidebars on every page rather than just on a testimonial page – on your social media sites, in your letters and emails, everywhere.

Here’s one specific way to do this… a fear that every prospect has is that the project is going to end up costing a lot more than your proposal.  Why not get a testimonial from a client that, at least in part, says, “… the final cost was exactly what he told us it would be before he started…”

Now, use that testimonial on your proposal folder to allay the prospect’s fear and, at the same time, to point out that they may need to be concerned about your competitors’ proposals.


Categories: Contractor Marketing, Contractor Sales/Marketing Case Studies, Sales Growth, Successful Contractor Sales Methods
Written by Bernie Heer

Bernie is the creator of the Construction Profit Zone System.
You can follow him at Google+

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