DO TESTIMONIALS REALLY WORK? PART II:
By Marilyne Woodsmall
WHEN TO USE THEM AND WHEN NOT…
In our prior discussion, I talked about the Evaluation People Pattern™. This critical Evaluation People Pattern™ determines how an individual makes a judgment. In the context of sales, this pattern reveals how an individual makes a judgment to buy a product or service.
If you remember, there are two types of people when it comes to the Evaluation People Pattern™: Internal People and External People. Continue reading DO TESTIMONIALS REALLY WORK? PART II:
DO TESTIMONIALS REALLY WORK?
Long before the internet came along, people have been giving testimonials for products. TV sales have always played a huge part in the conspicuous consumer society in which we live and still do so today. With the onset of the Internet, we have been overwhelmed with the typical and quite annoying bottomless sales letter that is riddled with endorsements and testimonials to convince prospective buyers to purchase a product or service.
And with TV shopping channels like QVC and the Home Shopping Network, testimonials play an increasingly important role in selling. Or do they? The question is do they really work with everyone? The answer is NO, NO, NO!!!
In fact, only about half of the population cares about what others think about a product before they buy it. The other half simply couldn’t care less what other people say about what they are buying. Which type are you? And more important, which type are your customers? Just because you may like to hear what other people are saying about products before purchasing them doesn’t mean that all of your customers think the same way. Or you may not care about testimonials and yet some of your customers won’t buy your products without them. Continue reading DO TESTIMONIALS REALLY WORK?