This action might not be possible to undo. Are you sure you want to continue?
IMPRESSIONISTIC VS. POSITION. SQUEEZING THE JUICE FROM THE ORANGE. The Anthony Morris Group reserves its rights in pursuing damages in the areas of brand erosion. please feel free to contact Spoor & Fisher Attorneys on 002712 673 1111 . THE POWER OF THE WRITTEN TESTIMONIAL 3. The entire content of this publication is the property of the Anthony Morris Group (Pty Ltd. For further information. This includes the use of business planning materials. WHO ARE YOU GOING TO CALL? The contents of this training tool is protected under international copyright laws. redesign. exhibition. GETTING STARTED AND THE APPROACH – POSITION. HOW TO GET STARTED – A STEP‐BY‐STEP SYSTEM 8. the generation of new clients and the establishment of more effective marketing systems. accompanying audio CD’s and electronic communication items provided as part of this program. EXPERIENTIAL MARKETING 2. SAMPLE TESTIMONIAL LETTERS 7. PLANTING THE SEEDS AND RETIRING OFF NEXT YEAR’S ORANGE GROVE! 9.) Permission is granted to registered attendees to use the course content in the development of their own business. Any other reproduction. OBTAINING AGREEMENT TO PROCEED 5. DESICCATING THE PEEL. distribution or use of this course content for professional enrichment or personal gain is unlawful and will be prosecuted to the full extent of the law. TESTIMONIAL FORMATS THAT WORK 6. goodwill damage and financial loss against any person or entity violating this copyright.1. POSITION 4. sales concepts.
Most companies compete on product features. Crisps. . Witness the spectacular growth of Google’s share price as an example of customer’s eyes shifting away from traditional marketing delivery channels towards more targeted approaches. combines with a narrowing attention span in the face of thousands of messages being churned out daily for consumption by a saturated marketplace being constantly bombarded by “wannabe” product suppliers. IMPRESSIONISTIC VS EXPERIENTIAL MARKETING The big splashy billboards. More competition in the marketplace means a wider variety of customer perceptions. At Disneyland. glossy magazine advertisements and multimillion dollar television campaigns are losing steam in the battle for the consumer mind. This leaves you fewer points of differentiation. Commodities have lost value. it enhances the experience by making the enjoyment more pleasurable. Key components of a differentiation strategy are: · The quality of the service you provide · The degree to which it solves people’s problems by taking away pain in their life or gives them pleasure · How you make people who deal with you FEEL about themselves or situation in life · The credibility. Interestingly enough. Water at it’s mountainous source is worth cents per gallon. zesty partners to that icy beverage nestling alongside. salty. are you a potato or a kettlefried crisp? Potatoes are a dimeadozen. have a THOUSAND percent more perceived value.1. Bottled. water is a commodity. Chances are it is. homes or businesses Get these blended together in the right recipe and you’re off to a running start in the personal marketing war. Using another food example. Think about Disneyland. There is a revolution under way in the branding wars – and as a salesperson you would be wise to stay abreast of the trend. chilled and delivered at an arm’s length on a 95 degree summers day at the theme park. it is purchased for up to five bucks per quart. What’s the difference? At source. pricing or a combination of both. integrity and passion with which you deliver yourself into people’s lives. correctly cut into crunchy. only experiences have held their value or increased their margins over the past few years. Consider whether what you sell is available freely at a similar price.
“do not call lists” and increased consumerism have reduced the ability of salespeople to source new clients. Written testimonials from current clients who have experienced our products and service are powerful marketing tools to gain immediate respect and positive rapport with new clients. read on… . in all likelihood. probably you haven’t known how to ask for them. Privacy regulations. One single. It just comes down to having the self image to ask for it and the motivation to use it. Possibly you haven’t cared enough to ask for written testimonials. THE POWER OF THE WRITTEN TESTIMONIAL A documented recommendation of your fine service and the experience that accompanies it may be the last form of commercial opportunism available in today’s hypercompliant world. If you are interested in moving your personal marketing up another gear. Your weekly selling activity has.2. appropriately positioned written testimonial can do the work of dozens of other marketing tools. we have to make sure that our first impression is memorable and credible. probably excluded this vital component until now. When we come close to contacting fresh prospects.
In today’s interconnected world. POSITION. a quick email from prospect to “referee” to ask “Did you really write this?” is all it takes to blow away any credibility built to that point in the relationship. tripled our chances of achieving financial freedom before retirement and quadrupled our commitment to appoint you as our only adviser for our life ahead. Testimonials that describe specific emotional payoffs are superior to those that talk about your personality. we have doubled our insights into our current financial shortfalls. fabricated one. you really are the very best adviser we have ever had the pleasure of working with. real estate. not a movie review that reads: “ Great…worthwhile considering…take a look” 3. Research has shown that the average consumer buying a service which involves emotional involvement (financial services. Here is a short checklist of the important keys to effective testimonials: 1. education) will read to the very end of at least 4 testimonials during the buying process if they are packaged and presented at an appropriate time during the process of relationship building.” . “ with “John. In saying that. For example. Your friendly manner and super sense of humor made it fantastic to meet you. pizzazz and persuasive power. Long testimonials are better than shorter ones. POSITION Using testimonial letters and quotations from happy clients is one of the most costeffective ways of delivering yourself and your advice to the marketplace with punch. we also need to balance this viewpoint with the fact that many clients need a bit of gentle guidance to ensure that the testimonial has substance and will enhance your personal marketing efforts. you really are the very best adviser we have ever had the pleasure of working with. after years feeling confused and lost amongst the complex decisions we felt illequipped to make. People can spot the surgical editing of a copywriter from miles away. Testimonials that describe specific benefits that are measured are better than ones that contain too many superlative or general words. GETTING STARTED & THE APPROACH – POSITION. compare the following two testimonials for their relative persuasive clout: “John.” 4. so beware of skimpy statements joined by too many periods – you want a wordy chunk of anecdotal evidence. Taking full advantage of our right to have government pay for part of the ride has been an added bonus. We lost literally tens of thousands of dollars by not spending one hour with you sooner on our financial journey. Your friendly manner and super sense of humor made it fantastic to meet you. Your strong and patient guidance has given us great comfort in our family knowing that we have maximized returns and virtually eliminated risk in both our personal and business situation.3. we have achieved peace of mind. Some salespeople like to write their own and then have the client’s sign them. “ with “John. A genuine testimonial written from the heart is more powerful than a canned. Compare: “John. 2.
Toronto. Always get permission to use full attribution – use the permission tools provided in this guide to get your clients working with you. ON”. ABC Manufacturing. Pertinent details you may wish to include in attributing the testimonial include: o o o o FIRST & LAST NAME POSITION OR TITLE PROFESSION OR COMPANY THEY WORK FOR WHETHER PERSON IS CONTACTABLE FOR FURTHER REFERENCE 6. Some realtors are the worst in this department – using the equivalent of a high school picture in their marketing and them wondering why the client walks straight past them at the property without recognizing them! . All testimonials should be printed on the client’s business stationery if possible. 7. Outdated testimonials should be discarded or updated.5. Give complete detail without violating privacy. Leave this up to the client’s discretion. but requesting that you have it collected from their place of work goes a long way to nudging them in the right direction on this issue. There can be nothing worse that a five year old testimonial being the most recent available for review. ” J. Very few prospects have the confidence to pick up the telephone to the second person and nobody believes a quote from the first. Brown” somehow has a hollow ring to it when contrasted with “John Brown. Vice President.
Kindly let me have your response when you get a chance. We are rolling out a comprehensive marketing strategy which will include a new corporate brochure. webredesign and inoffice advertising materials. OBTAINING AGREEMENT TO PROCEED CONSIDER USING THIS GENERAL LETTER TO SOLICIT QUALITY REFERRALS.C. Buck Rogers Operations Manager Stardust Resorts Vancouver. I have a special favor to ask of you. Please take a moment to reflect on your experience of our relationship and the service we have delivered over the years. AB Jones Financial Adviser . As a loyal client. Canada Dear Buck. A MORE ADVANCED VERSION FOLLOWS LATER IN THIS GUIDE. B. Mr. Sincerely. Should you be in any way unsure of the type of recommendations that work best. An essential part of this approach is the collection of testimonials from select clients. I would appreciate the opportunity to collect such a testimonial from your offices some time next week.4. assuming you can find the time in your busy schedule to put down some of your thoughts on paper. I would be happy to point you in the right direction by sending you some guidelines – just call for help.
. instead of just who (by name only). As we embark on this whirlwind journey. your brain should start to expand with the possibilities to get your loyal supporters on your side without offending anyone’s privacy or confidentiality.5. TESTIMONIAL FORMATS THAT WORK Let’s take a tour through your client base to uncover the myriad of opportunities available to you in getting quality testimonials to use in your personal marketing. By reminding them of the important work you have done together with a specific description of the benefits of your relationship. we have focused attention on what type of clients you can approach (by the results you have achieved). Remember to always follow the recommended system outlined in the How to Get Started section – it will enhance the results you get from this essential part of your businessbuilding. Make a list of clients who fit any of the following criteria: · Had their financial affairs in a mess before you came along and put things straight by re arranging the way they manage their money on a monthly basis · Did not really have any idea of the impact of their current planning on eventual long term needs · Were on the wrong path or invested in inappropriate products which were not going to deliver the payout or result that they expected · Were not taking full advantage of the tax advantages of certain simple planning strategies – in other words giving a chunk of their estate away to the government which their could have been diverting back into their family · Had overlooked the correct structures and agreements between business partners and shareholders that ensure correct risk management and buysell options · Did not understand the value of using income protection and critical illness vehicles to insure against financial collapse in the event of disability or deteriorating health · Had not prepared a monthly moneymanagement approach to saving for long term care and outliving their current savings · Were not using the concept of debt consolidation to free up monthly income which could be diverted from expenses into long term investments As you can see. you position yourself to improve the quality of testimonial received.
I was hoping to get feedback on our work together to unlock the value of using income protection and critical illness vehicles to insure against financial collapse in the event of disability or deteriorating health I would appreciate the opportunity to collect such a testimonial from your offices some time next week. Please take a moment to reflect on your experience of having reviewed the best structures and updated your agreements between business partners and shareholders that ensure correct risk management and buysell options. I have a special favor to ask of you. We are rolling out a comprehensive marketing strategy which will include a new corporate brochure. Sincerely. An essential part of this approach is the collection of testimonials from select clients. webredesign and inoffice advertising materials. assuming you can find the time in your busy schedule to put down some of your thoughts on paper. As a loyal client. AB Jones Financial Adviser .Let’s revisit Buck Rogers and apply one of the above scenarios in order to subtly “coach” him as to the type of recommendation he might send back: Dear Buck. Kindly let me have your response when you get a chance and give my fond regards to Molly & the kids. Additionally.
please do not hesitate to use us as a reference with any potential clients who may be hesitant in sorting out their financial affairs under your watchful guidance. Warm regards John Witherspoon ESQ MBA LLB IMPROVED VERSION FOR COMPARISON PURPOSES Dear Roger. Mary & I had an opportunity last evening to reflect on the very eyeopening exercise you took us through last week at our second planning session. On a personal note. We are exceptionally grateful for the care and patience you have displayed in preparing our financial plan and going through the various options available to us. We are exceptionally grateful for the care and patience you have displayed in preparing our financial plan over the last month and going through the 3 major options available to us. SAMPLE TESTIMONIAL LETTERS SAMPLE TESTIMONIAL FROM CLIENTS Dear Roger. please do not hesitate to use us as a reference with any potential clients who may be hesitant in sorting out their financial affairs under your watchful guidance. On a personal note. Mary & I had an opportunity last evening to reflect on the exercise you took us through last week. I am embarrassed to admit having learned more from you about money management in the 2 hours you granted us than in my combined 20 years university and professional life. Mary & I have decided to go ahead with the maximum package you outlined which will eradicate our financial dependency on any outside sources in our retirement years and substantially equip our kids to enjoy the proceeds of our estate.6. Warm regards John Witherspoon MBA . I am embarrassed to admit having learned more from you about money management in the two hours you granted us than in my combined 20 years university and professional life. Mary & I have decided to go ahead with the maximum package you outlined and would like to implement the plan without delay.
Client. Caller should leave a message or voicemail that specifies the purpose of the call so that you can both remind them and qualify which clients to expect responses from Collection of the testimonial from the client Delegate Place importance on the Courier or delivery service to letter by arranging for it to be collect from client’s business collected unfolded in a large envelope. HOW TO GET STARTED – A STEP‐BY‐STEP SYSTEM What to do Personal or delegate * Follow up tips Create a list of clients who fit the various categories outlined in the previous section. Email. spelling and compliance issues Personal Send the letter by email. Client. Tool to use Script: “Mr/s. Personal delivery by support staff (if practical) adds significant stature to the request and enhances the quality of subsequent testimonials received. courier or delivery service if you really want to add urgency to the issue.7. and a final pass around the office for any overlooked errors or omissions. we are calling to ask if we can expect to include your testimonial in our marketing materials and to thank you for helping us with this favor” Phone clients to tell them you Personal are sending a letter formally requesting a testimonial Prepare the letter and check for grammar. Script: “Mr/s.” Spellcheck. . Check the ideas and tips in the next section of this guide Thanking client for the testimonial by return letter Delegate Use of the testimonial in your Personal ongoing marketing * Due to the sensitive nature of client relationships and the importance of keeping personally close to this process. regular mail or have it personally delivered Delegate Follow up phone call to ask clients if you may arrange for collection of the testimonial Delegate If clients are not there. Just wanted to ask you to be on the lookout for a letter we have sent asking for your help. there are some exciting marketing developments in our practice which we would like to involve you in. company stationery. certain elements of the process need to be handled by the adviser themselves (the “hightouch” or potentially confidential parts) and others can be delegated to support staff (the “lowtouch” or more administrative parts). This helps with later scanning or framing and displaying. fax. The faster you respond to this Brief thankyou card which can gesture by the client. depending on method of delivery Be sure not to send letter just before you are going away on vacation or involved in prolonged outofoffice activity where you might be out of touch. Complete the task after calling them by highlighting those who respond positively. Keep a record of the dates you send the letter and schedule the follow up call for 710 days later. the more be prepared by support staff on you solidify your relationship your behalf with them Be sure that the client has given you permission to use the testimonial by signing the release at the bottom of the request.
8. · Use select quotations from the letters at the bottom of emailed correspondence to new clients · Place entire letter in PDF format on your website/web page and place links in email correspondence · Reduce in size and scan 4 letters onto a page for printing and carry as laminated marketing tool · Take best letter and create a banner for display if you do exhibition marketing or seminar selling · Include best quotes in a personal marketing brochure or include in direct mail campaigns or sales letters you may be sending out. Apply these ideas selectively. DESICCATING THE PEEL. . SQUEEZING THE JUICE FROM THE ORANGE. Have this pack delivered ahead of the first interview together with a formal confirmation of appointment · Leave copies of the better testimonials on your conference table whilst arranging the coffee for new clients – great way of establishing a positive image up front · Bind copies of all testimonial letters into a professionallooking file entitled “What people are saying about us…” and place it in a strategic place in your reception area or the foyer of your office space. · Prepare color copies and leave together with an introduction to yourself and your service at each seat when you do a group presentation. let’s make sure we now process and distribute this feedback in ways that enhance your reputation. People arrive at different times and it gives folks an opportunity to get to know more about you before you start the presentation · Bind color copies into a marketing pack for distribution to potential clients who have agreed to meet with you for the first time. · Frame the original once you have done any/all of the above and create your own display behind your desk in your office or in the halls. taking into account your own style or particular marketing objectives. Now that you have progressed so far in collecting powerful feedback. credibility and personal visibility. PLANTING THE SEEDS AND RETIRING OFF NEXT YEAR’S ORANGE GROVE! Here is a quick view of the multiple uses for your client testimonials.
.9... WHO ARE YOU GOING TO CALL? Client to be approached Buck Rogers Specific format I must request (from Section 5) . value of using income protection and critical illness vehicles to insure against financial collapse in the event of disability or deteriorating health Personal actions (from Section 7) Phone to inform him of campaign and that letter is on the way Phone to thank for testimonial Delegated actions (from Section 7) Send letter Put on schedule Arrange for collection Send thankyou note . reviewed the best structures and updated agreements between business partners for correct risk management and buy sell options.
Client to be approached Specific format I must request (from Section 5) Personal actions (from Section 7) Delegated actions (from Section 7) .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.