• Bryna Blosch

What is the value of client testimonials?

The power of persuasion

How often do you check restaurant reviews before dining at the restaurant for the first time? Or check the reviews of a product because the price seems too good to be true? Ask a friend or co-worker for a recommendation? How often do you check client references before hiring a company to do work for you or purchase services from a company? Yelp, Angie’s List, Google reviews, Facebook likes, product reviews, written client stories, picture and video testimonials - many potential customers rely on these resources before ever making a purchase.

These are all forms of testimonials - advertisements that sell products or services for a company - which encourage potential customers to buy products or services from a company without hitting them with their own sales pitch because their current customers did it for them.

According to Nielsen research, “92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know.

Flattery will get you everywhere

Promoting client testimonials on a company website or in sales proposals may be more powerful than you think - because they build trust and credibility. They also help boost a company's ability to attract and persuade buyers. Incorporating keywords like “trustworthy,” “authority” and “credibility” in a testimonial, they become strong signals for search engines. So, don’t hide your client stories, reviews or testimonials on an obscure website page, forcing prospects to search for them, or at the end of your sales presentation. Link them to your home page, use them in your social media posts, direct mail, email campaigns, or provide client references at the beginning of your presentation and clearly tie them to your prospect’s present challenges.

Valuable impact

You can connect with prospective clients as they review compelling stories of how other clients have benefitted from your products or services. These stories can reveal that your product or service is the answer to their issue or nudge them to envision a more successful future for their own businesses. Individual stellar reviews or a business recommending another, highlighting the positive impacts, solving problems, exceeding a need, want or desire, cost savings, increased efficiencies, you name it - the impact can be invaluable.


Davis Professional Services helps clients set up and manage client testimonial programs as a part of a strategic marketing plan, as well as make recommendations on how best to leverage these influential assets to drive sales and achieve an increasingly positive, trustworthy reputation for their organization.

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