138: Testimonial Close
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Hey, 👋 Scott from The Sales Mastermind here. Today’s edition only takes 2 minutes. When a seller says something, they may be lying. But if a third party says the same thing, it holds more weight. The Testimonial Close uses the power of third parties. Today we’ll cover:
Storytime In a recent deal, a mutual friend introduced me to a founder looking to grow his sales org from 2 to 4 sellers over 6 months. We went back and forth on my ways of working, and the founder made it clear he wanted to work with me. However, he was also talking to two other sales coaches. Both were significantly cheaper than me. With two other lower-priced examples, he was struggling with my number. Instead of attacking it head-on, I offered to introduce the founder to someone whom I worked with at a similar stage to get feedback straight from the horse's mouth. Needless to say, we signed an agreement three days later. Testimonial Closing In every deal, it comes down to a moment where the buyer decides the risk of the status quo is worse than the risk of purchase. The colloquial rule of thumb in marketing circles is that your product needs to be ten times (10x) better than the status quo. That’s a high threshold. And no matter what you say as a seller, buyers sometimes need to hear it from someone else. In these cases, the strongest lever an elite seller has is to proactively arrange an introduction to a raving fan (ideally from a similar industry or use case) who can vouch for the quality of the outcome you're promising. Best Practices:
Script “It sounds like we are almost there. At this stage, we typically arrange a testimonial call with a client similar to you.
That way you can hear from a real customer and how they work with us. Would you be open to me arranging this call?”
Introduction Email Template:
Subject: Intro Buyer Name <> Raving Fan Name
Body:
Hey Buyer Name
Meet Raving Fan Name. S/he is "job title" over at "company" and can give insight into how I/we work.
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Hey Raving Fan Name
Meet Buyer Name. S/he is "job title" over at "company" and is in the final stages of working with me/us on: Pain 1, Pain 2, and Pain 3. I massively appreciate you agreeing to a quick chat on my/our behalf. Thank you.
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I’ll leave it to you two.
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Is there a strong deal that is stalling at the final stage? Maybe arranging an introduction to a raving fan can get your buyer over the edge. Until next week, PS When you're ready, here are three ways I can help you get out of the founder-only sales trap:
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