This was originally written for a company that sells computer equipment to VARs and computer resellers, but it fits just about any small business… retail or service.
The Missing Element In Reseller Marketing
“I don’t believe you!?
Whether they tell you or not, this is the reaction clients have when computer resellers make promises to them. And why not? Today, both consumer and small business clients are jaded and skeptical. Poor quality, horrible customer service, late deliveries, and more have burned them before.
One of the most important marketing elements, and perhaps the most ignored by resellers, is giving overwhelming proof of your claims. Any business can promise the world, but if you want your clients to believe it, you must back it up with reasons to believe you.
Here are six ways you can improve your marketing results by adding proof to everything you do.
- Get testimonials – what other people say about you is at least twice as believable as what you say about yourself. When a client is happy with your solutions, ask them for a testimonial to use in your marketing. Most will be very happy to help.
- Put written testimonials everywhere – every single written piece of marketing material in your business should have at least one thrilled client testimonial on it. Proof is not a one-time thing; it’s an all-the-time, every-time thing.
- Use on-hold marketing – what happens when potential clients call your business and are put on hold? Do they hear music, or worse, nothing? Make use of it. Have your best clients record their testimonials, and play them when callers are put on hold.
- Use pictures – a client in the Midwest takes pictures every time they deliver a new solution. He shakes hands with the client, they both smile big and bright, and an employee snaps a photo. The photos are then used to make case studies and testimonials more compelling, and are also put in an album of hundreds of happy clients.
- Create case studies – what are the most common problems your clients have? For each problem, create a compelling case study that tells the story of another client who you solved that problem for. It can all fit on a single page. Simply state what the problem was, how it was hurting your client, how you solved it, and what the end result was.
- Create an eavesdrop line – put 15 or 30 minutes of recorded testimonials on a voice mail line. Put this “real client eavesdrop line\0? on your business cards, in your yellow pages ads, and in everything else you do. Even if potential clients don’t call, the fact that you will let them hear real stories from real clients will lend believability to everything else you say.
Start putting these strategies to use today. When your competition is offering little or no proof, and you offer an abundance, you will attract more business.