Professional Carwashing & Detailing

Get powerful testimonials for your detail shop

October 29, 2008

One of the best forms of sales and advertising for your detailing business comes from “social proof."

“Social proof” is simply proof that other people love your products and services. Getting testimonials from your satisfied clients is essential in marketing your business, but it’s not always easy.

I have had business owners who have shared their difficulty in getting people to take the time out to write them good testimonials even when they did great work. Remember you’re not just looking for “John and his crew did a great job for us.” You want something more specific.

Here’s the problem with getting detailed testimonials; most of the time, people are more than glad to help you, it’s just that they have a limited amount of time in the day, and thinking of something to say about your professional service takes too much extra time and energy.

The best way to solve this problem is to make it as easy as possible for them to give you a great endorsement. I do this by creating a simple questionnaire page that customers can fill out quickly. In this questionnaire you will have specific questions that direct them to giving detailed answers you can use in your testimonials.
Here are a couple of examples:

1. Describe in detail a specific experience with using our detailing service.

2. Describe one or two benefits you have received from our service that you value most. Explain specifically how these benefits have helped you.

These are simple questions that should direct your client to a specific answer. From these answers you can construct a testimonial provided that you have their permission.

At the bottom of my questionnaire form, I usually have a section that says:

__ I do NOT mind if you use my name in any of your promotional material(s).

If they check the blank beside this statement, then they have agreed to allow me to use these responses for my own marketing materials.

This is a simple strategy that works almost every time. I have emailed questions like this out to clients before and had them reply with answers within a few days. One other strategy for getting testimonials is to have them record a statement about their experience.

Many times people would rather just say something instead of writing it out. A great product that I would recommend is one that a friend of mine, who works as an internet marketing consultant, uses. It’s called BYO Audio (www.duttondl1.byoaudio.com ).
This service gives you a toll free number that clients can call and leave a voice message. Then you can import the audio to a website if you have one. You can also have that audio message transcribed into a text format for using on brochures and sales letters. Again, make sure your client understands that their voice recording might be used for marketing purposes.

Testimonials are crucial for marketing your car detailing business, so make the process of giving them as easy for your client as possible. Don’t forget to offer incentives as well. Offer 10% off their next detailing in exchange for filling out a simple questionnaire.

Jonathan Taylor is the owner of Strategic Marketing Solutions. You can reach Taylor at www.JonathanTaylorBlog.com.