Businesses without happy customers do not last. So make sure you tap into your customer’s goodwill. Remove as much doubt – and risk – for your prospects by peppering your brochure, website and sales letters with the testimonials reinforcing your promise.

People are often afraid to ask for testimonials because they fear getting a good testimonial.  However if your customers really are that unhappy they are unlikely to give you a testimonial which is a good flag that perhaps you need to do something about the relationship.