How many times have you—as an AEC marketing or firm leader—heard this from the professional staff: “The client loved the way we did this” or “The client really appreciates the way we did that” or “The client cannot stop talking about how grateful they are that they chose to work with us”? Even as a consultant, when I facilitate planning sessions or conduct management interviews as part of Strategic Business Development/Marketing Planning, I hear AEC professionals make these claims.
I use the word ‘claims’ because, unfortunately, statements are not truly credible until they are supported (aka proven). Mind you, I do not think these people are spinning yarns. But what I do think is that even if they are as truthful as the famed Honest Abe Lincoln, their claims don’t go much further than stroking egos. In term’s of adding value to a firm’s marketing/business development effort, proof is required. Enter: testimonials.
We all know that testimonials (and referrals!) are imperative to growing a business. But we’re not always adept at collecting them. Often I’ll ask to review my clients’ testimonials, and they will pull out a folder full of letters from their clients. Those letters are terrific, but how can they letters be used effectively in your marketing materials? And no, I do not think sticking the entire letter(s) at the back of a proposal is the best route.
Instead, think in terms of soundbites…fairly short phrases that are direct and memorable. They can be as short as one key phrase, or as long as one paragraph (5-7 sentences) when they are powerfully descriptive. So where and how do you get these valuable soundbites? It’s up to you as a marketing leader in your firm to guide all of your professionals by asking for this:
In everyday conversation, capture the compliments! If a member of your firm receives a positive email, letter, phone call, or even a casual comment in passing after a meeting, then their response should be something like this:
> “Thanks; your feedback means a lot to me/our firm. In fact, how would you feel about us turning your statement into a testimonial for marketing purposes?”
> “I can’t tell you how glad we are that you feel that way. It’s working with clients like you that makes me happy that I chose this profession! Would you feel comfortable if we used your comment in our future marketing materials so that we can attract more clients of similar nature?”
> “I know we’re just out having a casual drink after a long day of meetings, but what you are sharing about our performance really is essential to why we are in business. Perhaps it would be ok if I paraphrased what you’ve said to craft a more formal testimonial? We would run it by you for permission first, of course.”
> {If they just say ‘great job today!’} “You’re so welcome; I’m glad you think so! Can you expand further on why that performance/communication/solutions/etc is valuable to you/your organization?} and then once there’s a response, followup with: “I know our firm would really appreciate the chance to use your comments as a testimonial for our marketing materials. How would you feel about that?”
> “I’ve been telling the marketing director at our firm about how well this project is going. We’re all really glad that you were pleased with the turn around after XYZ issues that we faced. Anyway, she would really love a testimonial from you, and I was wondering…if I could share what you said to me last week?…or I was wondering if she could give you a call to hear your feedback directly?”
The examples could go on and on, and totally depend upon the context of the situations that your professionals are in. Maybe it’s as simple as a junior staff member hearing a compliment from a vendor regarding a particular drawing detail and specification. Maybe it’s as complex as a client that was on-the-edge because of a project that almost went south, but then was resolved with the guidance/assistance/participation of your firm.
Your action: I suggest that you get your staff in one room to discuss scenarios when they have heard positive things from clients, vendors, and other service providers. As each one shares a story of when they heard (or read—ie through their email) something positive, YOU then guide them on how they could circle back around and get an official testimonial and/or how they can handle it next time around.
If you find yourself struggling to convince them to do this, then don’t hesitate to call upon Scarlett Consulting for services. We’d be glad to facilitate a discussion of this nature at your firm in order to get your staff highly tuned into the value of capturing and solidifying testimonials! Believe me, having a whole host of them can be especially effective when sprinkled throughout your promotional materials (website, fee proposals, brochures, mailings, blogs) at highly relevant points.
Also, see this related post on testimonials, Scarlett Letter #6—Stellar Client Service—-It doesnt’ get better than this!