The Power of a Third-Party Story

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(By Pat Bryson) Each time we approach a prospective client about advertising with us, they begin to ask themselves, “If I spend money with this person, will my opportunity for reward be greater than my risk?” As salespeople, we are in the risk removal business.

The more value we create, the more risk we remove, the better our chances of closing a sale.

To remove risk, there is nothing more powerful than a third-party reference.  The best source of a third-party reference is a testimonial letter. Using a testimonial from another client who has risked his money and has seen good rewards tells our story better than we ever could. We represent a biased party. The third-party reference is impartial. 

We should become storytellers. Instead of letting a prospect read the testimonial letter, we should tell them the story first. Then produce the letter as proof. Some of my clients have their advertisers produce audio testimonials to use on the air and social media. Using these client testimonials on social media expands our brand as an effective way to advertise and as marketing experts. 

These success stories provide great comfort to prospective clients. These are much like the before-and-after pictures we see used in weight-loss advertisements, cosmetic surgery ads, or hair growth. 

These stories must be real. They must be compelling. We’ve all heard great results stories from our clients. We just don’t always capture them for use at a later time. If you haven’t gathered the great things your clients say about their results, make it a priority.  Happy, satisfied clients lead to new business. Use the power of the third-party reference to increase your closing ratio. 

Happy Selling!

Pat Bryson is the CEO of Bryson Broadcasting International, a consulting firm that works with sales managers and salespeople to raise revenue. She is the author of two books, A Road Map to Success in High-Dollar Broadcast Sales and Successful Broadcast Sales: Thriving in Change available on her website. Read Pat’s Radio Ink archives here.

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