This is one of a series of articles
to help trainers and training business owners discover how to overcome the
challenges facing the training market, boost your profits and secure their
future! If you need to sell more training or get the marketing of your training
business on the up then this article is for you. It is brought
to you by Alison Miles-Jenkins of How to Market Training, a business designed
specifically to help training business owners and trainers.
Here are 10 top tips or Training Business Owners on the subject of testimonials: getting them, using them and testimonial tactics.
Don’t just collect testimonials. With your client's permission, write them as case studies and success stories and get them up on your website.
Give the customer a template within which to work. Ensure they are outcomes-focussed. Make sure that the client gives you what you need by helping them to help you.
Ask them to send you a picture of themselves – this strengthens the concept of ‘social proof’ and adds authenticity and personality to the text. A picture says more than a thousand words.
Go that extra mile and get some video testimonials.
Make sure that you don't get too corporate and starchy. Casual, relaxed and unrehearsed ones can work just as well. Let your personality come shining through.
Make sure you buy little camera for this purpose and ensure it is your ‘must-have accessory ‘in your handbag/laptop case. At a pinch your phone can do this!
The best time to ask a client for a testimonial is when you have just completed the course for them and they are pleased with your delegate feedback.
When you meet to follow-up post training, make sure you get another outcomes-based testimonial – this should be based on what has changed as a result of your intervention.
Ask the client for permission to request testimonials from delegates too.
Research some basic tips on lighting when videoing – your client won’t be pleased if they look green, grey or orange on your website!
Alison Miles-Jenkins, described as “inspirational and
aspirational”, is Managing Director of an award-winning training and management
consultancy Training To Achieve which she set up in 1990. Alison is now help
trainers and training business owners follow in her footsteps through her
latest venture How to Market Training.