As a speaker, trainer or salesperson, one challenge you may face is: How do you effectively promote what you’re offering when your audience senses you are biased?

The answer: By using testimonials.

There are many ways to effectively use testimonials in a sales presentation. The two I recommend are live or written.

How to use LIVE testimonials effectively:

There’s nothing more persuasive than hearing a third party—who has nothing to gain—share from the heart about the benefits received from your product or service. You can’t buy that kind of press!

The only caveat is that human beings are unpredictable and you may not know what they will say, so I recommend using live testimonials with caution.

It’s typically difficult for people to share their success stories without including details that can confuse an audience, consume a lot of time and potentially give away some of your trade secrets in a way that may sound strange without the proper context.

Here are my secrets to making the best of live testimonials - for those of you who like to live on the wild side!

Two Important Practices for Using Live Testimonials:

1. Call on people you know and trust who you’ve heard share before.
2. Make sure to frame the question so you get what you’re looking for.

Call on people you know

In many cases, a happy client will come up to you in the beginning of the event and share something amazing… something you would love for the whole audience to hear.

It’s completely appropriate to say to that person, “Wow, Michelle. It would make such a difference for the people in attendance tonight to hear what you just shared with me. Later this evening, would you be willing to share again how in only two weeks, you tripled your income and feel more energy than you have in 15 years? And, if you’re comfortable, please share the specifics about having tripled your earnings from $1,000 to $3,000 a week.”

Frame the question

Now for the critical part.

Make sure you frame the question so you get the answer you’re looking for and so the person speaking stays on track.

For example, prior to Michelle’s testimonial you would say, “Speaking of tripling your income, as I walked in this evening a recent graduate of our program shared something exciting with me. Where is Michelle? Michelle, I don’t mean to put you on the spot, but would you be willing to share what you told me in the hall about how much your income has increased in the last two weeks and about the increase in energy you’ve been experiencing?”

The key is to remind Michelle what she is supposed to share so she stays on track. It really works and it helps the person sharing to feel more directed and comfortable. They want to help you and are happy to help in the way you request.

To learn more about Lisa, her products and consulting services, visit www.theinvisibleclose.com.