Once you know WHY someone might hesitate to use your services, you can address it. This is the real ‘acid test’ of any testimonial worth it’s salt — “Does it address (and thereby defuse / overcome) an obstacle that could prevent a prospective client from taking action . . . with you?”
So here’s the next question you want to ask a client who’s been happy with your services. “Tell me, what did you actually gain as a result of using my services?”
LISTEN! You’ll learn what your services did that, in the end, addressed your client’s concern (the obstacle to action). Knowing the benefit of your service that addressed the obstacle clients had to overcome to use your services will make it easier for you to provide ‘Obstacle-specific and relevant’ testimonials to future prospective clients for your services.
Now, when you hear or sense why someone is hesitant to move forward with you, you can provide a relevant testimonial that will (of course) address, defuse and overcome the specific basis for their hesitancy. That’s powerful!
Testimonials that address the concerns your prospects have with specificity and relevance are most effective.