People don't like to make mistakes when they buy products and services. They are particularly concerned if they're buying products or services online from a company they never saw before.

You can help alleviate your customer's fear about buying from you (on the web or off) by including legitimate testimonials from satisfied customers on your website and in other marketing materials.

If you sell traditional products and services to a pretty traditional market, don't go overboard with testimonials. You don't need dozens and dozens of testimonials saying how wonderful your company is. A few carefully chosen testimonials from happy customers stating specific solutions your products or service has provided will provide credibility that can help turn lookers into customers.

How do you get those testimonials?

The answer is simple: ask. Anytime a customer sends you an email praising your product, your customer service, the speed of delivery or anything that other customers may be looking for, ask them if you can use their comments in your marketing materials. Call customers who buy from you regularly and ask them if they'll give you a testimonial, too. If they tell you they don't know what to say, ask them to talk about some solution you've solved for them.

More: Using Customer Testimonials in Your Marketing Message to Break Down Fear and Skepticism

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