14 Mar Four Reasons Why You Should Be Doing Client Testimonials
Last year we had the pleasure of doing a joint webinar with Robin Robins, one of the IT channel’s leading sales and marketing consultants. The webinar, How to Attract More High-Quality Prospects to Your IT Services Business in a Month Than Most Providers Get in a Year, discussed different sales and marketing strategies designed to help MSPs grow their client base and revenue.
One of the main themes Robins touched on is around “USP,” or unique selling proposition (the way MSPs differentiate their business from the competition). It’s important for MSPs to be able to back up the claims they make as part of their USP, and one of the ways they can do this is by investing in client testimonials.
These testimonials, according to Robins, are an extremely useful (and free!) way to kill many birds with one stone. Here are four reasons why you should be doing your own client testimonials:
1. Validate a claim – Your USP is essentially the claim you’re making about why clients should choose to do business with you over another MSP. Empty promises are bad for business (and likely won’t get you much business in the first place), so it’s important to be able to put your money where your mouth is. Client testimonials are a great way to have your clients validate these claims.
2. Connect with your target market – Connecting with your target market means being able to speak to their pain points. Before your clients turned to you, what were they frequently struggling with? Are these pain points representative of your wider target market? If so, make sure to highlight how your solutions helped solve those particular problems for your clients. This will help you convince prospective clients that your solutions are right for them.
3. Build credibility and trust through specifics – In business, there’s nothing more important than earning your clients’ trust. Having clients provide examples of how you’ve improved their business will help you build trust and credibility with prospective clients. The key, though, is to be specific: broad, general statements are significantly less convincing.
4. Answer Frequently Asked Questions – If there are common questions you get asked by prospective (or even current) clients, you can weave some of those into your client testimonials. If you frequently get asked, for instance, which BDR flavors you provide, you can make sure to request testimonials from clients who represent each part of your BDR business. That way it will be immediately clear what your BDR stack looks like.
Incorporating client testimonials into your marketing mix could be the boost your MSP needs to bring in an influx of new clients. If you’re interested in fine-tuning your USP, creating client testimonials, or simply learning more about sales and marketing best practices, check out Robin Robin’s website here.