Client testimonials are the most powerful form of selling in the world, according to blogger and industry professional Jonathan Farrington. Client testimonials added to your website can help you close more business. In his recent post, he highlights the benefits of using client testimonials to win new business, writing, “The power of using testimonials during different stages of the sales process increases sales when ‘real’ customers are seen or heard testifying as to how beneficial a product/​service has been for them.”

But, you can improve your chances of wowing prospects even more by soliciting quality client testimonials that will boost your credibility. According to Farrington, there are certain elements that will boost a testimonial’s effectiveness, a few of which are below:

• Have the client be as specific as possible in his or her testimonial. A generic, vague statement won’t stand out or seem authentic. Instead, encourage the client to cite a specific issue that you resolved or explain one way your product or service has had a significant impact on his or her business. The more specific they are, the better the chance that the testimonial will hit home with a potential customer and realize that you could fulfill a specific need they also share.
• Testimonials should include the client’s name, title and name of his or her company/​organization. A headshot or other type of image can also personalize the testimonial and give a face to the glowing words. All these components combined will help showcase the authenticity of the review, showing that real people are being helped by you instead of the possibility that you could be writing these reviews yourself.
• Divide and conquer! Farrington recommends sprinkling testimonials throughout different phases of the sales process because, when used in context, they have even greater impact. He includes a helpful example: “… if a sales person is struggling to get an appointment with a prospect, a relevant testimonial could help persuade that prospect to agree to a meeting: ‘It took me two years before I agreed to meet this company. Having worked with them almost a year, I wish I’d seen them earlier.’

Adding Client Testimonials to Your Website

Additionally, Farrington gives advice on obtaining quality referrals. One suggestion involves sending the prospect a set of questions, which will help structure his or her testimonial (and make it an easier, quicker process):

• Why did you agree to meet us?
• What persuaded you to buy our product?
• What benefits have you gained from using this product?
• How would you describe our level of service?

Client testimonials are a powerful tool for sales reps, and thanks to Farrington’s article, you can boost the effectiveness of your clients’ testimonials with just a few easy tweaks. As Farrington points out, “the only thing better than saying the right thing at the right time is when your customers do it for you–and better.” In addition, when you add testimonials to your website, prospects and clients can easily check out what people are saying about you.