Testimonials can be a sales tool
Testimonials typically aren’t considered an active sales tool. Usually they are put onto websites or maybe your linked profile and then otherwise ignored. If they are thought of in terms of sales, its typically in terms of people visiting the website and seeing what people have to say about your work, but they are underused, if they are only used in that capacity.
The problem is simple. Most people aren’t going to spend lots of time on your website. They will go onto it to look for specific information or to read an article, but unless they are interested in your services they won’t read the testimonials. More importantly, even if they do look at the testimonials, they aren’t going to necessarily scroll all the way through them.
This doesn’t mean you delete them from your website, but what it does mean is that you make them a more active part of your business. I’ve printed mine out and put them into a folder I take with me. Some people will say that they don’t want to have to carry one more thing around, but I think that the effort of bringing your testimonials to your meetings with prospects is well worth it. After you present to them, you can show them your testimonials. They can read them on the spot, and it does help convince them about the value of your services when you actually can show other people that speak to the efficacy of your services.
If you don’t want to carry a folder, you can bring a tablet or laptop along with the page of testimonials shown on the website, but I favor bringing a folder because it provides a tactile experience as people turn pages. It makes an impression when you have page after page of testimonials showing the various people who have benefited from your services. Regardless of what you do, making testimonials an active part of your sales process makes it much each easier to create an awareness of the impact your services can have on someone’s life and business. That level of service is part of what makes people decide if they’ll do business with you.