Give a Prospect Something to Chew On
Posted by heatherrast on September 9th, 2009Persuasive Selling
We all know that customer testimonials are a primo tool leveraged within new business development initiatives. We like validation for our choices, and testimonials can be a low-key, non-invasive way to present a winning scenario that a prospect just might relate to (in whole or part) – whether it was due to similarities in budget, accelerated timing, market, customer base, etc. We want the same big win that the person offering the testimonial got. We want to be successful, too.
I’m working hard to gather customer testimonials for Ovation as we add new clients. I wonder if succeeding these days is more difficult than in those past – maybe my peers are now required to confer with public information officers and legal departments first. But another tool I’m trying to develop is our portfolio of case studies. In my opinion, these are equally impressive as testimonials, more detailed, and in some ways less subjective in nature (of course, even case studies can be manipulated to some degree). And there are fewer to no hoops to work through.
Case in point: We have a new client with a consumer audience. The nature of their business requires the consumers spending some down time in one or two waiting areas. It’s expected that there be dog-eared, outdated reading material handy, and maybe even half-expected that there be cheesy cable television to help pass the time.
Ovation’s position is this – consumer-facing businesses need to accept that media consumption habits have changed and the outbound brand-shouting they’ve done for years needs to be laid to rest. While a consumer in your waiting area doesn’t necessarily equate to an engaged or even satisfied customer, it’s wise to make use of them being “in the moment.” After all, they’re there, right? They might not read your direct mail, but for now they’re in your office. For as long as they sit there, you have the opportunity to reach them. Targeted, relevant messaging on a custom media channel like digital signage can make a difference in the minds of the consumer. I have one case study and the raw data from another survey to prove it.
Recognizing the importance consumer feedback can mean to the success of a digital signage program, we recommend (and sometimes even subsidize) writing a custom survey instrument (sometimes there are multiple survey variations) to gather insight from those exposed to the messaging/content. In one instance, the survey has been in the form of a card that’s completed, and in another it involved an electronic touch pad to pose questions and collect data.
Whether you offer testimonials, case studies, an open accessible list of references, or some other means by which a prospect can learn more from those who’ve already traveled the path doesn’t really matter. The important thing is to offer something for them to chew on. Something for them to evaluate in a real-world context and consider comparatively with their own needs. They’ll see themselves in that other guy’s shoes. There are tons of ways to use and repurpose testimonial and case study gold, and of course MarketingProfs has some great ideas for you to incorporate.
Tags: Customers, surveys, testimonials
