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"Works Great!"

Using testimonials to unleash the power of the second opinion

By Barry Farber

Opinions expressed by Entrepreneur contributors are their own.

If you've ever watched the Home Shopping Network or seen aninfomercial, then you know about the power of testimonials. In myexperience, there's an instantaneous increase in the number ofsales when real customers are seen or heard testifying as to howbeneficial a product has been for them. It helps potentialcustomers clearly imagine themselves as proud owners of thatproduct, experiencing the very same benefits as the person who madethe honest testimonial.

The best way to get prospective clients to buy from you is tointroduce them to other satisfied customers. Because you can'tdrag your best customers around with you on all your sales calls,testimonials can take their place. Luckily, you don't have tobe on a shopping network or in an expensive infomercial to usetestimonials to your advantage.

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