Using Testimonials to Build Your Business

How are you using testimonials to build your business? If you're not then you're missing out on one of the most powerful marketing tools available. You know how important it is for people to trust in you and your business. It's essential for salon/day spa success, especially today when trust is eroding because people are losing faith in our institutions to find solutions to problems.

Using testimonials is a giant marketing idea of which far too many salons/day spas do not take advantage. Especially the chains, which are actually local businesses (without a local personality). They haven't figured out how to use testimonials, even though it's simple to execute—and in my opinion they won't—so you, the independent have the powerful weapon virtually all to yourself.

Have you ever thought about why other businesses, both on and off-line, use testimonials at a time when so few in our industry do? Come on now, you're an enlightened owner, so you know what I'm talking about. Picture yourself walking into a restaurant where the reception area is covered with signed pictures and framed testimonial letters from happy clients. How does that make you feel? What do you do? Do you check to see if you know any of those folks personally?

Curious about how testimonials are done on-line? Check out the web-based plumbing supply company They've built their entire site around powerful testimonials—10 pages in fact!

According to marketing guru Dan Kennedy, "What others say about you and your product, service, or business is at least 1000% more convincing than what you say, even if you are 1000% more eloquent."

So what's up with our industry? Why have I been into so many salons/day spas and very few have used this powerful tool? One of the reasons is owners/managers feel that when they ask, they may actually get some negative news. Don't worry, those complaints give you an opportunity to know your clients better and make "course corrections."

As an owner/manager you know it's important to reduce the perceived risk a customer has in your business, so please don't be frightened about gathering testimonials. Don't be one of those folks who throws away a golden business building opportunity.

"It is high time that the ideal of success should be replaced by the ideal of service." —Albert Einstein

By Andrew Finkelstein, The Beauty Resource