The Brain Audit: Why Customers Buy (And Why They Don't)

A reverse testimonial is simply a testimonial that starts off in reverse. All testimonials start off with the praise, and continue with the praise of a product/service.

usually pick up the phone and call you. They almost never email you or text you. Or send a carrier pigeon. They simply mull over the objection in their minds, and then they procrastinate.

When a customer is confused, or has questions

And after you’ve read a couple of those icky-sweet testimonials, you feel like you’ve had quite enough. If you had a big dose of wonderful testimonials, you start feeling a little sick. And there’s a reason why. You’re getting a massive overdose of ‘sugar’.

could possibly ask. And you list the answer to those specific objections. If a customer comes up with more objections than you have on your list, just add it to that list of objections.

A rushed customer is a confused customer. When pressurised, they may buy into your product, service or idea, but later regret their decision. This regret is one of the reasons why they return products, or ask for their money back.

In every commitment or purchase scenario, the ‘buyer’ is going to have objections. Hiding the objections doesn’t speed up the ‘sale,’ because the objections don’t go away in the ‘buyer’s’ head. It’s way better to bring up the objections and give each objection its due spotlight.

The objections form ‘one side of the coin’, and the testimonials are the ‘other side of the coin.’

They want to hear, read or see instances where other customers went through the same decision-making process. And how other customers benefited from the commitment. Your customers are looking for the ‘testimonial