The Enterprise Council on Small Business recently uncovered which types of owner recommendations are most effective at influencing other owners’ purchasing decisions. They tested different recommendations, two of which are below to give you an example:
•Stories: These were from owners who framed their reviews/recommendations in a story about what happened to them, which included both problems AND the resolutions encountered throughout their experience with the supplier/vendor.
•Cheerleading: These were from owners who gave overwhelmingly positive reviews about all aspects of the product/service to their peers.
As it turns out, owners who gave cheerleading recommendations were least well-received. Rather, recommendations framed as stories were the most effective. Owners were most compelled by, and related most to, the personal experiences of other owners.
So keep it real, stay focused on challenges and solutions, and use a good story to get these points across. It’s the way business owners like to learn and decide. Click here to read the 1-page article on the survey and its results.
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