It is human nature to want to feel a connection with others. This is true in all aspects of life, including making purchasing decisions. And this ideology doesn’t just ring true in the B2C and retail world. It is also important in B2B industries. In particular, the manufacturing industry is highly built on relationships and connections.
A powerful way to capitalize on our humanistic need to connect with people is to produce testimonial videos. This is a great way to give your potential customers something to relate to. However, it is important to use authentic, professionally done testimonials. It is important that your customer giving the testimonial not only talks about how great your product is, but also tells a genuine story about how your product impacts day-to-day life, whether at work or at home. These types of stories will resonate better with your audience, making the video more memorable and actionable.
To get a better testimonial, make sure you ask the right open-ended questions and more importantly, make the speaker feel comfortable. Here are seven great questions to ask:
1. Give me a brief history of your career and business success.
This is to relax the person, get them talking about themselves and the company in an open, comfortable forum.
2. How did your company get involved with us?
Get the person more engaged in talking about your company in a general sense.
3. What was the reason you decided to engage with our company?
This is really the first actual testimonial question, it is designed to get them talking generically about your benefits.
4. What was most important when making your decision? Price, delivery, service, quality?
This question gets more specific and sheds light on what’s important to your customers.
5. What has been your experience with our company?
Give the person an opportunity to sum up what makes your company great or unique in their own words.
6. Have you been approached by any of our competitors? If so, what did you tell them?
This answer could be gold! Get to know exactly what separates you from your competitors, directly from your customers.
7. If someone asks if they should do business with us, what would you tell them?
This is the heart and soul of the testimonial. This is exactly what your potential customers are looking for.
Asking questions like these can help you get your customer to tell the story of why they chose your company and what value your products or services brought to them.
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