Do your favorite clients refer new business to you?
Incoming referrals of new business from existing clients can be the lifeblood of independent professionals. Favorite clients tend to refer people like themselves. People referred from your happy clients already tend to like and trust you. And they feel loyal to their friends who referred you. They are emotionally connected to their friends, and some of that extends just a bit to you.
Testimonials are a common way to create a bridge from your favorite clients to candidates who may want to do business with you, but do not already know your clients.
As I look at most testimonials, I realize that they stop short of being really powerful. They have good, logical and sometimes compelling reasons to do business. But they are almost always logical. They don’t use the power of emotion.
Emotional Buying Decisions
Buying decisions are very often made at the emotional level. Then the decision is justified using logic. Think of someone saying “I want this car!” That’s emotional. Then they say, “It gets good gas mileage and it will hold my stuff when I need to travel.” Those are logical reasons to support the emotional decision.
Ask Three Questions of Your Favorite Clients
Here are three questions you can ask your favorite clients that will generate both the logical reasons to do business with you AND the emotional benefit they get from working with you.
1.“What is the greatest benefit you get from working with us?”
This usually results in a logical answer.
Most people stop here with testimonials.
2.“And can you give me an example of that?”
This provides a specific example, usually also on a logical level.
It provides concrete evidence of the answer to question number one.
More people stop here when asking for testimonials.
3. “And what impact does this have on you personally?”
POW! This is the emotional reason they do business with you.
Get these words down verbatim!
Few people get this far with a testimonial but it’s the most powerful part.
The Positive Impact of Asking the Three Questions
The impact on you:
You get to feel appreciated for all the good work you do.
The impact on your existing and former clients:
Your clients will appreciate you on a deeper level now that this has been made conscious to them.
Your clients are more likely to talk about this experience with others and refer more clients to you.
The impact on potential clients:
The exact language of your happy clients’ personal impact will be what resonates most for your potential clients.
This gives potential clients an emotional reason to choose you as well as the supporting logic.
Click here to download a free PDF handout.
Note: I am so grateful to my friend and colleague Phil Beakes for developing this idea and sharing it so generously (Phil’s website).