Risk Removal, Part II

blog 2 picAre you a risk-taker? If so, how much of a risk are you willing to take? As a marketer, you always have to consider how much risk your customers and potential customers will be willing to take, and you have to remember that buying something you’ve never bought before, especially from someone you’ve never done business with before, does involve some risk.

We wrote recently about the role a guarantee can play in minimizing risk. The subject today is the role testimonials can play. The words of a satisfied customer can go a long way toward convincing others that they will also be satisfied!

The first issue is collecting testimonials, and it’s really a simple process. Follow up with your customers, after the sale, to make sure that they’re satisfied. And if they are, write down their comments and ask them if you can use them in your marketing. Then, find ways to get those testimonials in front of other potential customers. Direct mail is a great medium for doing that. So is e-mail marketing. So is posting the comments on your website or Facebook page.

Think of it this way, who are you more likely to believe, a salesperson making promises or someone who decided independently to believe those promises and now is willing to tell you how it all worked out?


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s