How to Use Client Testimonials in Your Proposals
Everyone knows to include the main sections of your proposal: pricing, solution description, company overview, etc. However, including not-so-common content can help your proposal stand out and connect with the customer. One type of content that is often overlooked in proposals is client testimonials.
Why Include Testimonials
Including testimonials in your proposals accomplishes one main goal: establishing trust in your company. If you haven’t worked with the customer before, then they want to know that you can provide what you are promising within the proposal. By including testimonials or quotes from past clients, you show what they can expect from working with you and provide social proof to let them know this isn’t your first time providing your solution.
How to Incorporate Testimonials
If you’re ready to incorporate testimonials into your proposals, there are three main ways you can do so: sharing next to related topics, within case studies, and next to references.
Related topics
Assuming there isn’t a page limit on your proposal (i.e. from an RFP), incorporate customer testimonials as callouts or graphics to highlight specific key points. For example, if one of your main differentiators is your customer portal, include a quote within that section of your proposal from a customer that speaks to their experience with the portal. You can do this within multiple sections of your proposal to help show why selecting your company is the best choice.
Case studies
If you’re including case studies with your proposal, this is a perfect place to include customer testimonials. Even if your case study is a short paragraph, having a quote from the customer helps to bring to life the work that you did and what was accomplished.
References
References are similar to case studies, but they often include specific contact information whereas case studies focus more on the overall project and achievements. You can make your references section stand out by including quotes from the customers.
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Next Steps for Testimonials
To incorporate testimonials into your proposal, the first step is to collect them from your existing clients. You can save time by identifying the specific topics that you want to highlight and then request testimonials from clients who can speak to those areas. Instead of asking for general feedback, ask for feedback in that specific area so you can incorporate it into your proposal.
Once you have the testimonials, design them as callouts or graphics so they can be found even when skimming through your proposal. Reading the good things past clients have to say about your company will inspire the potential customer to read your proposal in more detail.