Testimonials and Their Impact on Business Growth

"I have been to hundreds of presentation, training, and promotional events in my 25-year career. I have to say that yours ranks in the top three." That’s how Eric Rodriguez, Director of Sales, 1factory, started his e-mail reviewing my recent MANA workshop at the Technology and Manufacturing Association in Park Ridge, Illinois. Eric continued his e-mail with nine specific highlights he noted from the workshop. This was definitely a feel-good moment for me. But as I wrote a thank-you note to Eric, it occurred to me that this should be more than a feel-good moment for me. It should be an opportunity for MANA to give assurance to prospective future workshop attendees that attending MANA workshops would be a good investment. So I added a brief PS to my “thank you” e-mail to Eric. Could I also quote his e-mail as a MANA testimonial? Eric was happy to oblige, and MANA’s online testimonials page, www.manaonline.org/testimonials, was born.

Now prospective MANA members and workshop attendees can read comments about MANA from manufacturers and representatives. And, of course, each time we get a compliment we ask for permission to post it. Independent testimonials and endorsements are the most compelling reason to buy, and MANA members can take advantage of testimonials to grow their businesses too.

Utilizing Testimonials in Recruitment and Sales

Are you a manufacturer trying to recruit new representatives? Include testimonials from your current representatives so the representatives you’re trying to recruit know you’re a good principal. Are you a representative looking to sign on new principals? Testimonials from current principals and customers will get you attention from the companies you want to add to your line card.

Looking for other ways to earn testimonials and endorsements? If you have a LinkedIn account, your customers, clients, and colleagues can post endorsements on your account. You’ll be surprised at how generous your customers, clients, and colleagues can be — at last count, I had 627 LinkedIn endorsements.

The Power of Third-Party Endorsements

In an era where third-party review sites like Yelp, Angie’s List, and Tripadvisor dominate consumers’ buying choices, blowing your own horn does not tip the scale in your direction any more. Start collecting and sharing testimonials now to ensure the scales tip in your direction in the future.

Supporting New Business Ventures

About a third of the new agent members who join MANA every month are start-ups. By start-up, we mean they have been in business anywhere from one year to just preparing to start. I call all new members who join each month and I learn from these calls that start-ups share similar backgrounds. They previously worked as a direct salesperson for a company. They know how to sell. The customers they sold to, and plan to sell to, know them, trust them, and buy from them. However, they lack skills to professionally run a business because they never owned a business before.

Conclusion

Testimonials and endorsements play a crucial role in business development and credibility. They provide a powerful tool for businesses to leverage for growth and trust-building among potential clients and partners. As MANA continues to collect and share these testimonials, it strengthens its position as a trusted organization in the industry.