Whenever we begin working with our Testimonial Director clients, one of the areas we cover is where to place testimonials. Despite the fact that nothing is most trustworthy and convincing for prospects than testimonials from your customers, the majority of businesses today keep them hidden away. In fact, in our recent survey, 75% of respondents indicated they are using testimonials on only “a few” or less pages. In fact, two thirds of those only use testimonials on a single “rave reviews” page.

So, what’s the problem with that? Well, simply put, most of your prospects will never see that page.

An interesting exercise is to look at the analytics for your web site (if you aren’t already using Goggle Analytics or similar tool you are missing out on getting great insight into how your prospects are using your web site). When you review your web traffic, one of the items I’m willing to bet is the following: if you are using a stand alone testimonial page, less than 10% of your visitors ever go there.

The problem with this is that if they don’t see social proof when reading your marketing and sales copy, they will trust it less. And less trust means fewer conversions and, ultimately, lower sales. When we take the time to ensure your testimonials are placed throughout your web site, your prospects will trust you statements of benefit more and will reward you by taking action.

Where to place them

When it comes to placing testimonials on each web page, there are a two key areas to look at. First, typically a web page will have real estate available in the left or right hand column used for additional navigation. That is a great place to insert testimonials because they are directly beside the content to reinforce it’s key messages. In particular, using text and images there are effective as there is no action required to view them unlike video. Of course, an effect like having them automatically rotating while the page is viewed helps to capture attention and reinforce that there are many success stories.

Another key location is within the actual marketing and sales copy. That way, when the copy discusses a particular value, it can be immediately punctuated with social proof. And here video can be very effective since it appears inline and the visitor is more likely to hit the play button as they make their way through the page.

Don’t forget context

As you place your social proof throughout your web site, make sure to consider where they are going. Placing testimonials that have nothing to do with the particular product or service being discussed on that page can actual hurt you. It raises the questions, why don’t they have a testimonial about this? So it is important to take the time to categorize your testimonials and use the relevant ones on the right pages.

An even more sophisticated approach is to target testimonials based not only on the particular product or service, but also based on who the visitor is. For example, if a visitor comes from a particular country, showing testimonials from that same country serve to increase trust – and results. You can read more of the details on how to do that here: Everyone is Local.

Don’t procrastinate!

For the majority of businesses, the move from a single page of testimonial to pervasive social proof is often not done simply because the “Testimonial checkmark” is ticked with that single rave reviews page. But remember that most never see that page. One of the simplest ways to increase your conversions is to take the time to get them on to each page, putting your satisfied customers to work selling for you 24 x 7.

My best clients thrive in adversity. They adapt. They don’t judge an idea on the surface, they try it out, test it, measure the results, and then decide if it works, or not. They are successful because they change and they try new things.

This week I was onsite with amazing clients in Bismarck, ND. Arguably much colder than Miami and the desire to wear boots and a fleece overwhelmed. Regardless, when a foot injury affected my ability to put shoes on and stand, I adapted. Wearing flip flops with tights and a dress! I made it work, tested the results; in the feedback we received did extraordinarily well during the session! 4.8/5 for the day. Plus I learned another invaluable lesson:

Clients care less about the shoes you wear and more about the results you bring. (PLEASE I beg of you. Don’t tell Chris. I have a trip planned to DSW this weekend and have my eyes on a couple new pairs of stilettos that I need.)

Can’t say the Haviania’s will become a regular part of my work ensemble (although they were comfortable) but the willingness to adapt will always remain. This week we are adapting our newsletter too. Rather than our usual article I thought you would benefit from a podcast I recently recorded on the common traits of our most successful clients at Engage. We have included the transcript below.

Enjoy the change, and use it to inspire one thing this year that will change your results.

Dedicated to making 2012 your best year yet!

P. S. If you’ve not watched it yet, make sure you watch our webinar: Creating a Culture for Sales Success. You’ll see the four key strategies to ensure your sales team has their best year yet in 2012. Just click here: www.EngageSelling.com/success2012.

I received this question on our website this week and thought it was worth sharing:

How do you tell others in a resume that you have the skills to sell their products?

My Answer:

Great question! Thanks for writing in. Sadly, most resumes are nothing more than descriptions of where you worked and what activities you have performed. To stand out, you need to focus on results!

1. Describe growth. If you grew a territory from $100,000 to 1 million in one year, state those results clearly. Show the actual numbers, the percentage increase, and the time it took.
2. Include metrics. What is your closing ratio? Average sales size? Repeat order percentage? And sales conversion time from Prospect to close? Even better,  how do those numbers stack up against your past employers averages, or industry benchmarks?
3. Show proof. State what your targets have been in the past at previous job and what you accomplished. Use real numbers.
4. Use testimonials. Have quotes from past managers and clients that offer quantifiable proof that you have been successful in past jobs

In the interview be prepared to talk about how you accomplished those great results. Share stories, examples of wins, and also losses that you have bounced back from.

Don’t be a know-it-all.  Admit to participating in ongoing self-development and share the last books you read, courses you attended or research you reviewed.  Sales manager need people who are lifelong learners on their team

And of course above all else, Be Honest. Of you lie or stretch the truth on a resume or an interview, you will be caught. It’s not worth it.

Dedicated to making this your best year yet!

Sales managers often encounter cases where a sales rep is in a slump and needs help. One-size-fits all solutions don’t work. Instead, try one of the following field-tested ideas.

1. Reconnect to plan. Review goals and have your team recommit to an action plan you’d set earlier, or create a new one together.
2. Get back to basics. Mastering the fundamentals is an ongoing process and it’s often where you’ll discover gaps in a rep’s knowledge.
3. Rethink sales presentation. Do something different to get different results. Turn your presentation style upside down (try starting in the middle, for example).
4. Get to work earlier. It’s not a crowd pleaser, but get your team to suck it up for a short period and do what it takes to get the team’s sales back on track.
5. Follow the leader. Have your team follow your best salesperson on their daily calls. Note what they do differently and incorporate those ideas.
6. Have them take their boss (you!) to work. This will compel reps to be more prepared and on their best behavior. You’ll give more feedback than they’d like, but it will reinforce that you’re a team using a team approach to solving a problem.

Committed to ensuring 2012 is your best year yet!

Colleen

Enjoy today’s guest post from Engage Private Coaching Client Doreen Ashton Wagner, Chief Strategist, www.greenfield-services.ca

Establishing Trust & Rapport in NON Face-to-Face Situations

When I was approached to write this article by my friend Janice Buttle I thought, “sure, no sweat.” After all, I run a company that has helps meetings industry organizations grow their business through phone and email lead generation programs.  I’ve been teaching my clients and employees how to build trust and rapport for the last 14 years we’ve been in business.

But things are seldom as simple as they might seem.  And that’s because I believe the sales universe has shifted.  On the one hand social media advocates suggest we are faster to make connections or create “rapport” (think Twitter) but research shows we are slower to trust companies and salespeople.

Incidentally, I believe we are ALL salespeople – suppliers and planners.  If planners are looking to promote registration, secure sponsorship or land a coveted industry speaker for an event, they are selling.  So they too must work at establishing trust.

So if it all comes down to trust, what can be done to have the best possible framework for your business?

1. Be present online – The 2011 Edelman Trust Barometer annual study found that online search engines are the top source of information for companies.  To establish a high level of trust, you must have a compelling and current presence online.  Have you ever viewed a site and found their last blog entry is months old?  Or their client list includes names of companies that are no longer around?  Not very trust-building, is it?
2. Make is personal – Boost your trust factor by showing who is behind your company.  List your team members along with their biographies and links to social media sites such as LinkedIn or Twitter (but if that person uses Twitter for business purposes).  Resist the urge to use stock photos – the more personal you can be about your business, your staff or your event, the more trust you will earn.
3. Offer value first – Prospects visiting your website want to know you are worthy of their business.  Demonstrate your expertise with downloadable resources such as checklists or best practices.  This will elevate your status from just another company trying to sell stuff to one that cares to educate and provide valuable information.  Ask for the person’s name and email address and this can turn your website into a lead generation machine!
4. Be consistent – If your goal is to build trust with a regular communication mechanism such as an e-newsletter, make sure you send out your information consistently.  Sales expert Colleen Francis says, “Trust is built with consistent behavior over time… reliably delivering your message to your clients will demonstrate you can be trusted to deliver what you said.”  Check out Colleen’s article on how to build a regular communication program that keeps you top-of-mind with existing clients and prospects: http://www.engageselling.com/articles/article-get-inside-the-vortex.html.
5. Work your groups – One of my favourite ways to build new, trust-based business relationships is LinkedIn Groups.  I have posted questions in groups and have received valuable advice.  I have also answered questions and been able to help others.  The key is not to promote.  Recently I received the following message: “Hi Doreen. Your name just keeps popping up in my ‘people you may know’ list. I run a web development shop in NYC specializing almost exclusively in associations. Looks like your services might be very complimentary to ours and I would love to learn more. Touch base when you can. Regards, Jim.”  Because it was a very personal message, I was instantly more trusting!
6. Improve your testimonials – Ever been to a website that lists a company’s client list with just big company names?  How much do you trust that?  How about a testimonial that says, “I loved this hotel for my meeting!  Thanks, N.B., Association Executive.”  How believable is that?  If you don’t go all the way with testimonials, you may not be maximizing your trust potential.  Nielsen Research measured consumer trust in advertising channels and found that the most trusted source of information is social proof – recommendations from peers and on-line opinions.  It’s the Trip Advisor effect!  Wait, you say, “I can’t put the name of our client on our website competitors might try to steal my business!”  That is true, though I’d argue if you lose the business that way maybe you didn’t really have a loyal relationship in the first place.  But what if it can also bring you new business because prospects think, “wow, they do business with so-and-so”?

Building trust and rapport in new business relationships is a long, arduous process.  In this mobile, online world it often starts with your online presence before anyone even picks up the phone.  Make sure you cover your bases so that prospects will trust and be drawn to you!

Doreen Ashton Wagner is Chief Strategist at Greenfield Services Inc., a demand generation consultancy specializing in helping meetings industry organizations and associations grow their business.  A past president of MPI Toronto, she resides in the Ottawa region and continues to volunteer with MPI in Ottawa Ontario Canada.