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Everyone knows they need testimonials, but I recently saw a graphic example of how true this is. I have been helping a very smart client in their RFP process to select a vendor for their marketing campaign. The client looked at a half dozen different vendors and brought a handful in for in-person meetings.

One of them really stood out. Their technology seemed much better than anything we had seen before.

This is where it got interesting. The initial reaction from the client was that this agency seemed “too slick” and that the technology “seemed too good to be true.”

This is where marketing has brought us. The litany of overblown claims has exacted such a toll on our collective credulity that even a great vendor arouses suspicion more than admiration.

But this vendor had an ace in the hole–their testimonials. It was clear after speaking to a few of their clients that everything they told us was true. One client said this company was “by far” the best they had ever worked with.

What this means is that you could have the best offering of all of your competitors. You could have the best marketing and a great salesperson. But even if you do, some smart people will remain cynical, unless you have clients that will sing your praises to your prospects. If this company needs testimonials, everyone does. Including you.

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Mike Moran

About Mike Moran

Mike Moran has a unique blend of marketing and technology skills that he applies to raise return on investment for large marketing programs. Mike is a former IBM Distinguished Engineer and a senior strategist at Converseon, Revealed Context, and SoloSegment. Mike is the author of three books on digital marketing and is an instructor at Rutgers Business School. He is a member of the Board of Directors of SEMPO, a Senior Fellow at the Society for New Communications Research, and a Certified Speaking Professional.

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