As I mentioned in the last Sales Nugget, as a speaker, trainer or salesperson, one challenge we all face is: How can we effectively promote our offerings when our audience knows we are biased?

The answer: By using testimonials.

In many cases you may not have happy clients at your presentation to make a live testimonial. Or, you may not want to risk the success of your sales outcome on the unpredictable nature of live testimonials.

In these instances, I recommend using written testimonials. In fact, I recommend using written testimonials everywhere you can.

• On your web site
• In your brochure
• In every e-zine or promotional e-mail
• At the bottom of any sales letter you send
• And, of course, in your live presentations

Using written testimonials allows someone else to promote your product or service, even if they’re not there to do it.

Here are 5 quick tips from The Invisible Close Ebook for collecting and using written testimonials to boost sales.

1. Make sure the testimonials cite results. Did your clients lose 50 pounds, triple their income, meet the perfect mate, make peace with their kids or land a huge contract?
2. When including results, share specifics. Did your client make an additional $25,000 in the first two weeks of working with you, grow workshop attendance from 18 to 78 people or buy a piece of real estate for $80,000 under the market value? Remember: numbers are credible and powerfully persuasive.
3. Highlight testimonials that handle the most common objections people have. If people have a common concern that your product is expensive, have a testimonial that says, “I more than recouped my investment in the first 2 months.” If they’re concerned that your service may be complicated, include a testimonial of someone who was concerned it would be complicated but found it very easy and fun to use.
4. Get them while they’re hot! When someone is complimenting you or your product or sharing results they had from working with you, that’s the time to ask for a testimonial.
5. Give them a sample of what you’d like them to include. If you want great testimonials that serve your needs, send clients a sample testimonial and ask them if you can use that or something that is like it, but in their words. They can edit it and send it back to you and you will likely get what you need quickly.

Bonus Idea!

Earlier this week I taught an extraordinary workshop with my friend Suzanne Falter-Barns called, “Get Started Speaking.” One of the participants asked what she should do if she sent out an email asking to speak to a group and didn’t get a reply.

I suggested that she not include testimonials in her first contact so that a few days latter she could follow up saying, “Forgive me for neglecting to include these recent testimonials with my email a few days ago. I’m resending it for your review.”

A great excuse to make a second contact, let the testimonials toot your horn and get your email back to the top of their inbox!

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.