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"If you excel in these areas and clients respond in a positive way, prospective clients become more at ease and comfortable," Quicksell said.
O'Brien has a spot for testimonials on his company website, but he prefers to use a case study followed up by a referral from a good customer. "I personally don't use testimonials as much as I probably should," he admitted. "However, if you're doing good work, you may be better suited to let your success speak for itself. I reference my current customer base when making new calls, but testimonials-to me-are like references on a job résumé (all positive with no negative) and don't add a lot of value."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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