His articles appear in several publications around the world and he has several published books to his credit. In this fornightly column, he discusses marketing strategies and trends. My friends in the industrial marketing and high-end consumer durable marketing areas will agree with me when I say buyer confidence is most essential for success and even survival. Testimonial letters are powerful sales tools in this respect and yet few companies give them the incessant attention they deserve. Too bad, because they are a big bang for a few rupees.
Savvy marketers incorporate letters into their media ads and brochures.
Service providers mount them on office walls. And trade show exhibitors develop impressive endorsement walls. However, a systematic planning is missing. Unless client confidentiality is at stake, testimonials should be strategically and routinely solicited. Your approach should be based on the desired effect.