Why Testimonials Matter: Building Trust and Driving Action
Have you thought about trust when it comes to business success? It almost feels like a buzz word these days, but trust is the foundation as it influences decision-making at every stage of the sales funnel—from Awareness to Consideration to Purchase. There are many ways to build trust: consistency, adding value, engagement, strong online presence, … but this is a topic for another blog. Today we’re going to talk about one of the most powerful ways to build trust: Testimonials. Here’s why they matter and how they can impact your business:
1. Trust Amplifies Action
I trust the opinions of my friends. Recently I decided that I needed a reasonably priced espresso maker. So I started Googling them, which in turn spawned dozens of online ads trying to influence my purchasing decision. After spending days researching, I was overwhelmed by the amount of information out there. So I reached out to my network and asked: Who has an espresso maker? Which ones did you look at? And why did you by the one you have. (I wound up purchasing the DeLonghi Magnifica Evo Espresso Machine, which I love!)
In the Progression to Trust chart below, you will notice a brands control vs. trust. The less control it has, ultimately the more trust it gains. My friend William received zero commissions for his endorsement of the DeLonghi product.
For my consulting business, 95% or more of my business has come from referrals. Probably more. And I’ve been doing this for more than 20 years. Ask for referrals!
- Progression to Trust: The more trust is involved, the less reliance on control. For example:
- Ads and Retail Promotions: Low trust, high control.
- Peer Reviews and Recommendations: High trust, low control.
Testimonials and reviews guide potential customers to move forward, especially in the consideration and purchase stages of their journey.,
2. Real Stories (Testimonials) Build Credibility
You’ve heard me say it before and I’ll say it again: it’s not B2B or B2C, it’s H2H (Human to Human). People buy from people they know and can related to. When someone else tells the world how great your product and services are and do so through a real story (or review), you have won!
- Take a recent MBA student of mine, who shared this story on LinkedIn after taking my Digital Validation™ seminar:
“Knox’s message was clear: staying inactive on LinkedIn doesn’t just cost you visibility; it costs you opportunities. Since that seminar, I have been intentional about strengthening my online presence. LinkedIn has become a powerful tool for opening doors, showcasing value, and creating opportunities that might not otherwise exist.”
This kind of feedback highlights the transformative power of actionable advice and builds confidence in future participants
3. Testimonials Are the Ultimate “Social Proof”
Prospective customers want assurance that others have benefited from your services. That is social proof. Here’s what some of my clients have said:
- “Knox has been instrumental in helping me grasp the true value of building a strong and consistent online presence through LinkedIn. His insights have provided me with the encouragement and confidence to post as I continue to build my online presence.”
- “Knox’s workshops are both enlightening and engaging!”
- “Knox helped my company adopt new methods of promoting insights from our thought leadership reports on social media. The result was increased engagement and more traffic to our website.”
Now, when people Google my services, they can discover social proof.
4. Word-of-Mouth Drives Connection
Clients don’t just trust you for what you know—they trust you for how you’ve helped others. When people share their stories about how your products and services helped them, they are to see how it can apply to their situations.
- “Knox trained our leadership team on digital marketing, helped us optimize our profiles, and overhauled our marketing programs by designing campaigns to not only increase awareness but also drive donations.”
- “Knox’s enthusiasm and professionalism made tremendous impact on our programs. I trust his expertise for both corporate and personal branding initiatives.”
Word-of-mouth testimonials highlight real-world impact and reinforce the value of your expertise.
5. Humility in Action: Learning From Feedback
The feedback I’ve received from clients and students has inspired me to take their encouragement and create something broader and more far reaching. Many have shared how they struggled with building their online presence, and their trust in my guidance motivated me to design the Digital Validation™ course.
Research is important. That’s why I piloted the course materials and content with start ups, non-profits, small businesses, mid-career professionals and sales teams. Ultimately that feedback help me focus on and prioritize the most important components for the new product offering.
- For example, this course focuses on professional branding, not personal branding. It’s about helping individuals add value and connect with others in meaningful ways.
6. Your Call to Action: What Are People Saying About You?
When was the last time you asked for feedback from your clients, peers or collaborators? Testimonials are a powerful tool for:
- Identifying your strengths.
- Understanding areas where you can grow.
- Building a bank of trust that attracts future opportunities.
If you’re hesitant to ask, remember: people love to share when they’ve had a positive experience.
Final Thought
Testimonials are trust signals that encourage action and reinforce your credibility. As we enter 2025, I encourage you to reflect on what your clients or colleagues are saying about you. Use their feedback as a compass to guide your professional journey.
“Knox has the ability to coach, teach and develop. He helps everyone around him understand their value and their roles in achieving their goals.”
If you’re ready to take control of your professional presence and build trust at every level, remember that it starts with intention. What’s your next step?
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