One of the oldest sales techniques ever is still used to close deals and start them. Testimonials are alive and well!
Thirty-five years ago, I asked clients to sign a letter I had written for them. The letter described how specifically their business was impacted by advertising on radio, with our stations, or specifically with me. All three of those letters explained why radio advertising was the solution to the client’s specific problem.
I use the testimonial to this day and recently had two clients ask me for referrals. I closed one of them and am 75% sure I will close the other. And, of course, Google has perfected the “review” and client testimonial.
Recently, I wanted to learn how Google Ads handles advertising inquiries. I signed up and wrote that I wanted to generate Business to Business leads. They asked a few general questions and sent back a “media plan” that told me to spend $500-$5000 in search advertising. Of course, they gave me an option to book a consultation with a Google Ads specialist to get a more specific plan than the one they emailed me.
The briefing was VERY brief and heavy on graphics, and it was a “case study.” Google told the story of a precious metal company that increased their leads for high-net-worth individuals by 79% over the previous year using the same system I could! And Google quoted a VP with the company. It played heavy into convincing me to move forward.
It shouldn’t take much convincing to get your most successful clients on the air with a testimonial campaign. It would be best to treat the campaign with high priority and schedule the ads on the air, in streaming, and with video. Take photos and video of the testimonial recording session and use the images to post to your Facebook page.
Surround your new potential advertisers! Use quotes from the testimonial advertiser in packages. And why not use influencers to give a testimonial? Did the mayor get a lot of reaction to a recent interview on the station? Was a businessperson who voices their ads surprised by how many of their friends and family tell them they hear the spots? Get a testimonial and use it to sell your next client on voicing their spots.
Once you have a good inventory of testimonials, make sure you have them committed in part to memorization.
Case Study-The 3 Fs!
My bar and grill prospect wasn’t convinced that advertising with me was a good idea. I heard the dreaded “thanks but no thanks, I am not interested.” I responded that I understood how you FEEL. When I offered this same idea to another bar and grill owner 25 miles away, he FELT the same way until he FOUND that the ads’ investment cost would be repaid within three months, and everything was profit after that.
I believe this is the secret weapon to closing more deals. I should have included it in my letter to young sellers. Ask around your building, gather all the testimonial stories you can, and treat it like it’s the most critical campaign you all handle.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
