Testimonials can be your secret weapon to bring in new clients and build trust. They provide validation for your expertise and experience and can be a differentiator in the marketplace. In other words, if you’re not using them to your advantage, you’re likely missing out.
Whether you’re a seasoned advisor or new to the business, follow these proven tips to produce more client testimonials and grow your advisory practice at the same time.
1) Be direct, straightforward, and strategic
The best time to make the ask is right after you’ve delivered stellar service or helped the client achieve a major win. This is the time to capitalize on this positive momentum because the experience is fresh in their mind. Ask them for some comments that speak to a specific aspect of the relationship and the value you delivered. For instance, did you help them retire a year earlier than initially planned? This would be great fodder for a testimonial.
You’ll want to make the experience as painless as possible. With that in mind, you could provide a template to help them organize their thoughts and construct a coherent statement. They might be inspired by reading other reviews you could share with them privately.
2) Use technology to your advantage
There’s no one-stop shop for testimonials online. This means you can cast a wider net. Google Business Profile, Yelp, and niche industry sites can be contexts for these nuggets of feedback. The same can be said for client surveys. You can use automation to send them out regularly and solicit comments. These not only can be great sources of glowing reviews but they can also help you correct course if needed. Either way, technology can make it possible to send and collect these comments without going through a tedious process that delays results.
3) Add them to your website
Your online infrastructure can be a way to lend credibility to your RIA on several fronts. Create a dedicated page on your website to feature client testimonials so prospects don’t have to dig around to find them. You can also get more mileage out of these social proof assets by using them in blog posts when it makes sense. Brochures, email newsletters, and social media campaigns may also present opportunities to position your firm as the leading one. Video testimonials can help you on the SEO front, especially when it comes to reaching younger investors who expect a digital experience.
4) Provide exceptional service
It likely goes without saying, but the best way to get more testimonials is to wow clients. Give them a reason to sing your praises! Taking care of each and every one like they’re a VIP will pay off in spades. A happy client will likely tell their friends and family about you and you might get a few referrals. Most investors want to do business with someone who’s already been vetted by their close contacts.
These four ways can put you on the path to increasing the number and quality of client testimonials. Over time you can attract new clients and elevate your reputation.
Of course, a spate of reviews starts with a foundation built on trust. You can’t build strong relationships and a solid firm on quality service alone. The relationship factor can’t be overstated. It’s up to you to follow through on that.
