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  CONTENTS >> THE ART OF SELLING   May/Jun 2012
 
EXECUTIVE SUMMARY

The Ultimate Business Tool

How to Use Testimonials to Grow Your Business

By Pam Lontos



Which are you more likely to believe: a sales representative telling you how great his product is, or a recommendation from another person about how it worked for her? For most of us, the words from a fellow consumer pull more weight than even the best written ad copy. That's why, no matter what you're selling, you need to use testimonials from satisfied customers in every marketing approach you take. Unfortunately, few distributors actively seek out testimonials from their customers, and when they do get them, they don't use them. Collecting and using a list of strong testimonials is easier than you may think.


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