Want to attract new customers? Begin by gathering strong testimonials and utilizing them effectively in your prospecting and sales efforts. Yes, it may feel like old-school selling, maybe even cliché, but if it works, why dismiss it? (As long as you’re not competing on price alone.) Human nature drives people to want what others already value. If someone else is receiving excellent service, people want it. If there’s a new or innovative product making waves, they want it. And if a competitor is benefiting from an attentive, reliable salesperson, they want that too. Ultimately, people want whatever is contributing to someone else’s success.
So if you’ve helped a customer achieve something meaningful, don’t hesitate to share that story. Demonstrating the positive impact you’ve had on others is not bragging; it’s strategic selling. Be careful, however, not to disclose any confidential information using this tactic.
Here’s an example: Shortly after being promoted to Regional Sales Manager for a wholesale foodservice distributor, I took responsibility for a team of 15 sales representatives. Despite operating in a major city, we held only a surprisingly small share of the available business. The opportunity was massive, and we were local, yet practically invisible. Why weren’t more customers choosing us? Why were we overlooked when we were right in their backyard?
Training the sales team was a priority, but this story is about something broader: strategic relationship building, networking, and leveraging influence to drive growth.
To strengthen our visibility in the community, I joined the local Chef’s Association, becoming actively involved through volunteer work and educational presentations. Over time, our presence grew, and we became better known, not for selling but for contributing value to the industry.
At a Christmas function, I introduced myself to one of the area’s most prominent chefs. I had no intention of pitching him; I simply wanted to build a genuine connection and make him aware of who I was. He recognized my name but knew little more. We had a great conversation, and I left it open for him to call if he ever needed anything. That was the extent of my goal for the conversation. After all, a holiday party is the last place anyone wants an aggressive salesperson chasing them around.
To my surprise, he did call. He was dissatisfied with his current supplier and wanted to explore the possibility of working together. Without going into every detail, that meeting evolved into one of the strongest and most productive partnerships our company ever secured, all from one simple, friendly, pressure-free conversation.
But the story doesn’t end there. This chef was talented, respected, and one of the most efficient leaders I’d ever encountered. He was admired across Southwestern Ontario. Through consistent communication, strategic collaboration, and reliable service, we built an outstanding relationship with him and his hotel. The account quickly became one of the top accounts for the company. He became a living testimonial for us. His industry respect helped open doors to numerous major properties in the region. That single conversation ultimately helped us become one of the leading foodservice suppliers in the area.
If you create exceptional buying experiences for your customers, they will reciprocate with more business, not only through their own continued loyalty, but through the testimonials and referrals that carry far more weight than any traditional marketing effort. When customers feel valued, supported, and genuinely impressed, they naturally want to share that experience. Their stories become your most credible form of advertising, their recommendations become your fastest path to new opportunities, and their loyalty becomes the foundation of your long-term growth.
Remember this: every interaction is a chance to earn not just a sale, but an advocate. When you consistently exceed expectations, you don’t have to chase new customers; your existing ones will help bring them to you. That is the true power of exceptional service and the reason testimonials and referrals remain one of the most valuable tools in your business arsenal.
That is the real power of networking.
That is how relationships turn into results.
That is how you GET and KEEP Customers
In memory of my friend, Chef Wayne Nichols.
