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101 Marketing Strategies Phần 7

Sử dụng Chứng Thực Các đối tác quản lý xác định các ý kiến tốt nhất từ các cuộc phỏng vấn. Họ chỉnh sửa băng cho đến khi họ đạt được 60 giây rất chặt chẽ của khách hàng nói những điều tích cực về công ty, đối tác của nó, và dịch vụ. | 101 Marketing Strategies would have a good selection. These testimonials provided excellent spontaneous material from which to build a commercial. Using Testimonials The managing partner identified the best comments from the interviews. They edited the tapes until they achieved a very tight 60 seconds of clients saying positive things about the firm its partners and services. During meetings with decision makers they play the 60-second version of about 20 very positive comments. Such a creative way of delivering testimonials is powerful and memorable. Many decision makers ask for a copy of the tape to play for others in the business. Another effective way to use testimonials is to ask your client to call the prospect before your meeting. Ask him to talk directly to the prospect or leave a detailed voice mail. The prospect will be much more receptive. A third way you could use a strong client endorsement is to request your delighted client to be available during the time of your prospect interview. Then at an appropriate time during the interview say Bill Jones one of our clients has agreed to stand by to talk to you. He is waiting for our call right now. Would you mind if we called Bill and let him tell you first hand his experiences in working with us When the prospect agrees to this approach you may volunteer to leave the room after the phone call has been connected. Conclusion Finding creative ways to use testimonials is a powerful selling tool and a way to minimize the perceived risk of working with you. 154 Minimizing Risk 66 Lost Proposal Evaluations After you have invested time in the proposal process and have lost it is crucial to learn why. This gives you something in return for your efforts. If you can meet with the key decision makers to ask questions you most likely will be able to gather a strong sense of what really occurred. If you cannot meet set up time to conference call the key decision makers all of them if possible . In some cases it may be .