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Use references and testimonials to leverage the goodwill associated with your brand

How do you go about using references and testimonials to leverage the goodwill associated with your brand?  Well, you have to ask!  This may sound obvious, but unless you are lucky enough to receive some completely unsolicited complements from customers, it’s just not going to happen.
What is it that holds us back from asking for a reference?  
It may be the fear that if you ask the client for feedback on your service, the news may be bad, and there will be an outpouring of complaints and criticisms. If you think about it rationally, this is highly unlikely.  If you were genuinely so bad, the client would have gone to a competitor already.  Although they are happy with your service (otherwise they wouldn’t be clients at all) they may still want to let you know about things that let you down and could be improved.  For any company that is serious about listening to customers and constantly trying to improve, this feedback is vital and should be valued.
Perhaps your process doesn’t natura…
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What is the point of difference in your brand? It might be your references

How do you think customers choose to use your company, over a competitor?  You might think that you offer a great service – but they will only know that after they’ve used you.  Maybe your prices are competitive, but unless you’re displaying them publicly, then most new customers won’t be aware of them before making contact. The truth is: your brand is often what influences a purchasing decision by a new customer.  This means that taking control of that brand is a critical step on the path to success.  Many small businesses think that branding isn’t for them – they believe it’s what multinational firms pay agencies to create for them.  But nothing could be further from the truth.  Companies of all sizes should focus on creating a brand that truly reflects their values, which should be distinctive and unique. .  For small firms, with a local presence or industry focus, branding is absolutely critical.  However, you might think that branding isn’t something you can have any insight into, …