After you have collected all of your testimonials, put them in a binder, and when appropriate you can leaf through them to show a potential customer or a present customer who had the same hesitancy problem.
Let me give you an example:
Customer: “I’m not sure about how your company will service me. That’s the only thing that keeps me from purchasing your product.”
You: “You know, Mike, most people feel the same way as you do and one of our customers in particular expressed that concern to me before he bought. But he found out that his concerns were never realized and in fact, he wrote us this letter thanking us for doing such a good job for him.”
This will reinforce the prospects’ purchasing decisions.
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