The Power of Testimonials

I spoke recently with a colleague who mentioned that he was in the market for some construction management software. His mindset was not that of an innovator - he just wanted to use what everyone else was using. Luckily for the vendors that aren't in the top two or three in market share, it isn't easy to get good market data on this sort of thing.

So what could marketers do to earn his business? Try peppering your website with customer testimonials! Our beliefs (some more than others) are heavily dependent upon the judgment of larger groups. The desire to conform is very strong for many of us, especially in the adoption of new technology.

Seeing that many other similar to you have chosen a particular vendor's software is a powerful draw to many of your prospects. Make testimonials highly visible within your website and realize the impact it may have on your ability to convert those visitors into leads.