In nearly every project I do with clients, I interview their customers to understand how they think and talk about my clients — which are usually manufacturers, distributors or service providers. This gives us powerful testimonials to use to (1) grow business and (2) embolden staff.

In every one of these calls, the customers talks about his or her feelings about my client.

They talk about how they feel you are friends, and sometimes like family. They talk about how you’re reliable, which brings them peace of mind. They talk about your work ethic, which means their customers always get their deliveries correct, and on time. This makes your customers look good to their customers, which brings your customers happiness, not to mention repeat business.

What they don’t talk about are your products, your pricing, or the problems you might have dealt before. (But they do talk about how you resolve any problems quickly and to their satisfaction, which brings them security in working with you. Security: a feeling.)

You talk about your products, services and pricing. Your customers talk about how you improve them, and, most importantly, how they feel about working with you.

Talk more about yourself like your customers do, and watch your business grow.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou

The Evangelist Marketing Institute is a revenue growth consultancy specializing in aggressive sales growth for closely-held companies. If you’d like to discuss growing your business quickly and easily, please call Alex Goldfayn directly at 847-459-6322, or email at alex[at]evangelistmktg[.]com

My new book, The Revenue Growth Habit, has been selected one of the five best sales books of the year by 800-CEO-Read. I’m appreciative of the honor. You can buy it on Amazon here.