How To Use Testimonials To Create Interest In Your Window Cleaning Business...


There's nothing like having satisfied customers that rave about your window cleaning business and the service you have provided them. But if they're satisfied, then let's have 'em tell us this in their own words. It's important to bottle that excitement.

Some window cleaners might be a bit shy or hesitant asking their customers to say good things about them, so if this is the case with you, you can always secure testimonials by simply sending out a "testimonial request" letter to your customers.

Below, I've included one that I used over the years, but before getting showing you that, I'd like to explain all the different ways that testimonials can be used to your advantage.

It's ok when you say good things about you in your marketing materials. It's obviously expected. If you say bad things about yourself, then you might want to get out of the business. :o) But within your marketing materials, if you can include additional 3rd party endorsements, it really, really makes your marketing piece stand out and have that extra zip.

For example...If you have a display ad running in a community newsletter in a particular subdivision newsletter, always make sure that there is at least one testimonial posted within the ad. And if you can post a testimonial from someone who lives in that subdivision, that's even better.

For example, I happened to do the windows in a home owned by the editors of their community newsletter. They loved the job that my team did, so I secured a testimonial from them. Then when I ran an ad in their newsletter, I included a snippet of their testimonial.

Everyone in the subdivision knew these people, so the believability went way, way up. And consequently so did my phone calls which of course resulted in more business. And that's just one subdivision.

If you are able to secure testimonials within a subdivision you're advertising in (postcards, flyers, ads, etc), obviously not everyone will be familiar with the person who gave you the testimonial so it's important that you place the subdivision's name under the person's name who provided you the testimonial.

At least this way if the testimonial giver's name isn't recognized, the subdivision's name will be. Anything that you can do to lower a prospect's wall of resistance is a definite plus.

Unsolicited or Solicited?

Some marketers debate whether an unsolicited testimonial is better than a solicited one.

I personally believe as long as it's a true representation of how your customer feels, what difference does it make? Who cares whether they voluntarily sent you a testimonial or you asked for it?

Now keep in mind even though your customers will be all excited after the window cleaning job is done because they now have sparkling clean windows, the chances of them taking the time and going out of their way to send you anything is slim to none. This is a rush-rush world with people going in a million different directions. So we HAVE to ask. And you also need to make it as easy as pie for them.

Testimonial Letter To Use...

This brings me to the testimonial request letter that I used when asking for testimonials from customers. I didn't always use it since the opportunity presented itself many times to grab customer comments on the spot after the window cleaning was completed. But if I resorted to sending out a "testimonial request" letter, here is the one that I sent:

Dear Mark and Julie:

Once again I wanted to express my appreciation for your business.

Would you kindly take a moment and provide me your opinion of our window cleaning service and the job that I did on your windows?

We strive for 100% perfection so your opinions are truly valuable to us.

And can I have permission to use your comments to show other people that they can feel comfortable in using our service?

I've provided a space below for your comments and have enclosed a self-addressed stamped envelope for your convenience.

Have a great day and I'll see you at your next cleaning. Take care.

Sincerely,

Steve Wright
Clearview Window Washing Service


Comments:

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

____________________________________________________

Name:_____________________________________________

Subdivison/Neighborhood:_____________________________


Let's talk about how best to present this and some of the other details that you need to know in order to make this process work effectively.

When requesting a testimonial, it shouldn't be mixed up with the thank you letter that you're supposed to send when the window cleaning job is completed. You don't want to send out the thank you letter and then within that letter say "Oh, by the way...would you mind providing me a testimonial?" No.

Here's the process:

You've done the job and the customer is pleased. You go home and send her the thank you letter. About 2 to 3 days after you've sent off the thank you letter, send her a request to write you a few comments about your window cleaning services. Use the wording above or tweak it to fit you. 

If you have company letterhead, make sure that you use it when sending this "testimonial request". Personalize the letter. People love to see their name in print. Also, notice in the request above how I ask for their "opinion"? That's the key. People love to give opinions. So don't ask for a "testimonial". Ask for their "opinion". And always ask for permission to use their comments also.

Fold the letter up and send it in a #10 envelope. Then enclose a smaller self addressed, stamped envelope for them to be able to easily send their comments to you. 

You have to make it easy and hassle free or no one is going to bother to take the time. They may like you and your window cleaning service, but they're generally not going to comply with your testimonial request if you make them jump through too many hoops. Lastly, include your business card within your mailing.

If you do this regularly for each and every customer you clean windows for, you'll have a steady stream of testimonials coming to your mailbox all the time.

One thing you may even consider doing is compiling your testimonials together and providing them to prospects along with your estimate package. Imagine how powerful that would be when your prospect is rifling through your window cleaning estimate proposal and they see numerous references with phone numbers along with 20, 30, 40, or more testimonials. Do you think your competitors are doing this? No Way.

And whenever you use a testimonial, make sure you don't ruin it by placing only the customer's initials underneath it. That's as good as worthless so you may as well not use it. If a customer wants to remain anonymous for some reason, then throw their comments away because they won't do you any good at all.

If you have the room within the ad where testimonials are being used (like on a web page), it's a good idea to have a statement under all testimonials that says something like this:
"All the customer statements above are on file at the offices of <Your Company Name Here>"

People are pretty cynical these days so by posting a customer's full name along with the subdivision where they live, in addition to the above statement (if you're able to), you can squash the prospect's doubts whether the testimonials are real or not.

That's it. A very non-threatening process and letter simply asking for a customer's opinion. If they liked your service and are overjoyed with having clean windows, you should receive many, many testimonials. The more the merrier. And don't hesitate to use 'em to bring in
more business.

Do you want to see a real world example of how I use the testimonials that I receive and how I laid 'em out for everyone to see? Check out my testimonials webpage. I can't put my finger on exactly how many extra sales I've made as a result of these testimonials, but I have numerous students call me on the phone saying they purchased because of the shear amount of testimonials. I have actually have about 50 more, but I figured that would be overkill. :o) Anyway...that's how to use 'em. And they will help you close more sales!