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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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