The internet is, by far, the most used tool for finding and researching products. When a customer is searching for something new- a new computer, doctor, gym, or school-, they will often look to the internet for knowledge. For the computer, they can find out how well it performs and how much it costs. For the doctor, they can research what services he provides and how friendly he is with his patients. They can find out what new equipment and classes a gym will be offering. They can find out the rank of a school in standardized testing. The internet allows them to research nearly every aspect of a product or service.
What the customer is really trying to do is determine whether the product, place, or person is right for them. By turning to their website, the customer can usually find a great wealth of information. If the company is looking to attract new customers or clients, they will have gone to great lengths designing a website with content that answers all questions and addresses every concern.
From here, the customer could simply use the website’s information alone and make a relatively educated decision, but they could also look to other customers’ experiences and opinions for additional advice. Testimonials can be very important to the customer in their decision making process and can be very beneficial to any business that chooses to provide them.
For example, perhaps you are a customer thinking about purchasing bulk flash drives to hand out as promotional gear. You think all flash drives and all flash drive companies are basically the same, so you don’t plan to do much research. You want to simply search a few websites, get prices, and quickly make a decision. However, a website that has customer testimonials that confirm the company’s quality materials, standards, and customer service will stand out among its competitors, even for a customer like you.
Reading the testimonials of other happy buyers, you learn that the company is capable of producing 1,000s of high quality flash drives that satisfy every customer. You weren’t picky to begin with, but these testimonials have convinced you to buy from this company instead of its competitors.
Maybe you own a limousine company. Perhaps you are considering expanding and purchasing another limo business. You know that handling the negotiations and offers is not easy on your own. You decide you want to hire a business broker that will give you advice and help you make a more educated decision.
But with most brokers peddling the same basic message, where do you begin? Well, when visiting their website, you look for testimonials. What are other clients saying? If client after client is talking about how fast the broker closed the deal and the fair price they got, this could be your broker. When reading the testimonials, note what all aspects and qualities the clients are discussing. Are they the same things that you find important in a broker?
So next time you are thinking of getting a new doctor or buying a car, research it. Read what other people just like you are saying. Most times the testimonials can open your eyes to things you didn’t even consider before. Maybe you didn’t realize how important customer service was to you until you read a bad review of a customer who was put on hold for 30 minutes. Perhaps the cleanliness of a company’s workers did not seem significant until you read a negative testimonial from a customer whose carpet was ruined by an employee’s muddy shoes.
And if you are a company, consider adding testimonials to your website. Whether a customer is trying to find out who manufactures the best perforated steel or where to go to get the best education degree, they will likely look to a wide range of information before making a decision. Often, hearing testimonials and how other people have been treated is the deciding factor. Testimonials make a difference.