How to Use Testimonials to Grow Your Cleaning Business

One way to build trust and increase sales of your cleaning services is by the use of testimonials, brief endorsements by a satisfied customer. You'd think that since testimonials are so easy to fake people wouldn't believe them. But used carefully, the opposite is true. They really work.

The Function of a Testimonial

A good testimonial attracts attention, conveys a benefit, and achieves credibility. SPECIAL NOTE: If a testimonial sounds so good that you couldn't have said it better yourself, then it probably won't sound credible to the reader.

A Different "Voice"

The reason that testimonials work is that they tell about your service in a different "voice" than yours. The more down to earth it is said, the more credible it will feel to the reader. The more specific the quote, the better. If someone says, "Yours is the best carpet cleaning of its kind in the whole world," it doesn't get much traction. Much better would be:

"I used to be upset about the pet odor from the carpet in our game room. But since I've started using John Smith's Carpet Cleaning Service, nobody notices any odors. In fact, no one has asked me about the dog odor for the past 6 months. What a relief!"

Placement of testimonials is important, too. A testimonial belongs at the point in the sales process where you're dealing with a particular objection. So don't cram all your testimonials together. Space them out with other parts of your sales copy where they belong in the natural flow of your presentation.

Securing Good Testimonials

How do you get good testimonials? Try this approach:

1. Evaluations. When someone new uses your services, ask him or her to evaluate the job. In one part of the evaluation ask the respondents to write a two or three sentence recommendation from which they give you permission to use an excerpt in your marketing. Most of these comments aren't helpful, but 5% will be just what you are looking for. It pays to ask.

It's important to note to ask specifically to use an "excerpt" of their words. Then cut out all the extra verbiage and keep just the phrase or sentence that contains the juicy words you want for the testimonial. It's important that you don't misrepresent what they intended to say. But shorter is better. Ask to use an excerpt.

Should you try to get a recommendation from someone well-known in your business community? Of course. But carefully selected testimonials from "normal people" can have a powerful positive effect. Don't neglect them.