Most business owners are becoming aware of social media, without

quite understanding its importance to their business. Simply put, it’s a forum for the delivery of “Social Proof.”

People are time poor. To research a purchase decision, the line of least resistance is to search for customer reviews of the product or service they seek.

So if you have gathered, and presented, testimonials from satisfied customers then you have prepared social proof for your prospects.

Here are four benefits of testimonials:

1. Credibility

A testimonial gives credibility to your company, product, or service. In a crowded marketplace, genuine experiences stand out from the noise. Like references on a resume, testimonials come from people who will vouch for you.

2. Identification

Your prospects can identify with previous customers. They have similar concerns and problems, or hopes and desires. They can empathize and relate to the customer experience.

3. Proof

Here’s the key reason to gather and use testimonials: they are evidence for your claims. Your customers say, on your behalf, “It’s true, because it happened for me.” With the implication: “It can happen for you, too.”

4. Conversion

Testimonials help to close the sale because, in a word, testimonials give your prospects confidence. Whether they’re used in your marketing materials or in the sales presentation, testimonials represent the social proof that gives confidence in your offer.

And if your prospect proceeds to buy from you, what will you be certain to ask for?

Yes, of course, a testimonial!