In the world of B2B HVAC, customer stories can be a powerful marketing tool. They provide social proof, build trust, and showcase your expertise. However, getting customers to agree to be featured can be a challenge. In this blog post, we’ll explore the strategies outlined in Moz’s Whiteboard Friday video to help you overcome this hurdle.
One of the biggest reasons customers might decline to participate in a customer story is fear. They may worry about how they’ll be portrayed or what their competitors might think. To address this, it’s essential to give them control. Let them know that nothing will go live without their approval and that they have a say in how the story is told.
Another potential obstacle is inconvenience. Customers may be hesitant to invest the time and effort required for a customer story. To counter this, provide them with a clear process and emphasize that the process is relatively simple, involving a short interview and a chance to review the draft.
Greed can also play a role in customer decisions. While they may be doing you a favor, they also stand to benefit from the exposure and positive publicity. Highlight the potential benefits, such as increased visibility, SEO improvements, and social proof.
To make your pitch more effective, create a pitch packet that outlines the benefits, process, and control that customers will have. When making your ask, keep it short, personal, and safe. Use the six-sentence framework outlined in the video to guide your conversation.
By following these strategies, you can increase your chances of getting buy-in for customer stories and leverage them to boost your B2B HVAC business.
To learn more about these strategies and see the full Whiteboard Friday video, check out the video:
