Five Successful Steps for Getting and Using Testimonials.

Asking for referrals and testimonials can be difficult for some people. It can feel awkward and uncomfortable. Salespeople, even though they're used to talking with prospects, are not really in the best position to make such requests. Having them do so can appear all too self-serving. Alternatively, a senior executive or independent contractor, who specializes in one-on-one interviews, is generally far enough removed from the sale to be in a better position to approach a request for a referral or testimonial conversation objectively. They are more apt to focus on the material that will be most valuable to collect during the process and their positions can add weight to the request.

While choosing the right individual is critical to the success of any referral/testimonial generation program, the process for collecting positive responses is equally important. Toward that end, here are five-steps to help companies collect and use referrals and testimonials profitably and effectively.

1. Create an environment that makes it easy for the customer or client to give a referral or testimonial.

Begin by making sure your customers are happy with your products or services. Happy customers are more likely to give referrals and testimonials than unhappy ones. A company genuinely interested in how its customers are doing with its products will call them and ask them. That's what partnership selling is all about. When a company's representatives demonstrate a sincere interest in their customers' success, the (selling) company is more likely to generate positive feedback from its customers. If there are problems, you'll find out about them have the opportunity to demonstrate your ability to solve them professionally, quickly and to the customer's satisfaction. In either case, it's like having money in the bank!

During a follow up call in person or on the phone, start with a simple but direct request. Say what you want. Ask for what you need. And make responding to your request easy. Understand that nobody really wants to call you back. Position your request as a desire to be of service to others.

2. Help customers talk about what your product is, not what it does.

Effective testimonials focus on the features of the product rather than on the assumed needs of the prospect. You want referrals that tell a prospect about a "wow" factor, something very specific that your product (or service) does that your customer finds valuable, interesting or fun.

In other words, it's the "you gotta hear about this" aspect that makes for a powerful testimonial.

3. Find a way to say, "Thank You."

Offer your customers something for sharing names (referrals) or comments (testimonials) with you. People value emotional rewards as much or more than material ones. A genuine expression of appreciation for their business can mean a lot. It is generally more highly regarded than an offer of some promotional trinket that has no relation to your product and is something they don't care about. Remember to make the recognition personal.

4. Supercharge your testimonials. Radiate your referrals.

Put the comments you receive on your Web site. Integrate them into your print ads. Publishing your customers' words and pictures is a great way to thank them for their support. This principle illustrates the power of psychographics, which is a stronger tool than demographics in developing new and repeat business.

Considering the psychographics of those making the comments and the prospects you want to reach is much more focused and effective than using demographics alone. Demographic statistics provide useful information that is largely numerical in nature: how many businesses or households; how much annual revenue or income; the ages of the businesses or residents, etc. Psychographics, like affinity group marketing, address why organizations or individuals might make the choices that they do. Think about who would care about whom your customers are and what they have to say about how they use your product.

For a really exciting approach, create a video or CD as the delivery mechanism. Professionals can produce a promotional piece that will gab a qualified prospect's attention and give you the opportunity to present the message you want them to receive. Even if a customer does not have a clearly identified prospect (referral) for you, continue with a request for a testimonial by saying something like, "In order to share your experience with others, may we come out at your convenience and make a short video of you using (our product) to distribute to our prospects?" Assure the customer the process will not take long and that you will make certain the customer shines. If you take the lead, it's easier for the customer to respond positively.

5. "Expand those acorns."

List management is an extremely powerful marketing element that is frequently under-utilized. Each lead can open the door to others, whether the prospect buys right away or not. Every inquiry and how it's handled can make the difference in whether you get a sale - now, later, or ever. Treat every prospect as though he is already a customer and maximize the information he shares with you. You never know who's going to become a customer, so treat people like a garden - nurturing every contact as though it will grow into a strong, mutually rewarding business relationship.

Robert Chesney is Executive Producer of Irvine, CA-based Chesney Communications and host of "Window on Wall Street," one of the longest running business programs on television.