No doubt you understand the power of testimonials in swaying a prospect’s decision in your favor. But what if you could put that testimonial on steroids and make your satisfied client’s word carry even more weight and power? That’s essentially what an endorsement does, particularly when it’s from one high-level executive to another.
“My vision of an endorsement is when your best client writes a letter to a specific prospect telling about you and your wonderful product or service,” says Nancy Michaels, founder of Lexington, Massachusetts-based Impression Impact and author of Perfecting Your Pitch: 10 Proven Strategies for Winning the Clients Everyone Wants (Career Press, 2005). “Endorsement campaigns can replace cold calling and pitching for the rest of your business career.” If you want to try a new method of reaching decision makers and hooking their interest, try Michaels’ three-tier system for a successful endorsement campaign.
Tier 1: Identify your best client and prepare endorsement letters.
Tier 2: Send a follow-up letter from you.
Two to three weeks after sending the endorsement letters, send a letter on your own company letterhead to the same list of prospects. Remind them at the beginning of the letter about your client’s willingness and generosity in sending a letter on your behalf, and then reiterate the key points made in the endorsement letter without being redundant. Include a fax-back form and two or three other testimonial letters or quotes from other satisfied clients. Here’s another opportunity, adds Michaels, to include additional relevant information, such as a tip sheet on your product or service.
Tier 3: Follow up with a final letter.
Two to three weeks after the first follow-up letter, send a final letter that includes a copy of the original endorsement to anyone who has not yet responded. Update them on any additional news related to the success you have brought to your best client. As a final step, follow up this letter with a phone call.
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