INSIGHTS

If you follow our content, you know that we constantly stress the importance of building relationships. So when we recently put out a survey to marketing leaders at companies that serve public safety, we were thrilled to see that two-thirds of respondents said customer referrals are one of their most effective marketing and sales tactics. Those peer-to-peer testimonials and referrals are nothing short of critical in this world, so if you’re one of those who prioritizes referrals from your satisfied customers, well-done! 

Asking for referrals is a great start, but there’s even more you can do. At a minimum, gather testimonials from your happy clients. These take little effort and time on the part of your customer, but can deliver a powerful impact. By letting someone else tell your story, you build credibility in a way that is natural, and this peer proof can be the linchpin to a successful sale. You’re probably among the vast majority of people who read reviews before making a significant purchase and understand how much an enthusiastic recommendation—or a bad review—can matter.

The next step is to ask if a current customer would be willing to help you put together a case study or use case about what it was like working with your company: the problem they came to you with, your solution(s) and the outcome. These typically require more time and a bit more effort than a testimonial, but the payoff can be significant and clients often appreciate the chance to highlight their success. And if they’re skittish about sharing a weakness, offer to anonymize the case study. These stories don’t need to be long or involved, either. The problem-solution-outcome template is a good one to follow (remember, people working in EMS, 911, fire-rescue and law enforcement are busy, so short and sweet always wins the day).

Lastly, when you’re at your next conference or trade show (these events, by the way, are their most effective marketing and sales tactics, our survey respondents told us), take the opportunity to match up any prospects with current customers willing to share what it’s like to work with your company. We know organizations whose customers are such fans they’re happy to volunteer their time to stand in the booth and share their experience with attendees! This is something your customers may be willing to do virtually as well, taking a call from your prospect to share their experience (but respect a “no” if they decline to do this). 

Oftentimes, technology and products work best when used by all mutual aid agencies in a county or region. Your customers realize this, and often are happy to host training and simulations to provide neighboring departments a hands-on experience. This is the ultimate testimonial: your customers showing the benefits to your prospects. 

Download the full survey results in our new Ebook, “Tapping Into the Marketing Trends of Organizations Serving Public Safety.”