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The 5 Testimonial Types

Value Added Services and Testimonials

With the continuing development of accounting software, like Xero and QuickBooks, many accountants are offering value added services such as acting as a virtual Financial Director.  This can be very lucrative.   

However, it can be difficult sell this service to prospects and even existing clients.  This is usually because the individual cannot see how it will benefit their business. 

Testimonials can help you to overcome this barrier, win the work and support your clients.

You need 5 different types of testimonials, ideally 2 or more of each type.  These are: 

  1. Testimonials that Shows it Works

This is often the biggest barrier to overcome.  Many prospective companies may struggle to understand how your support beyond doing their accounts and tax returns might work for them.  You must show that it can and does work for businesses in general.  You do this through education, testimonials and case studies

This type of testimonial is along the lines of:

“I was sceptical when I first talked to xxx about helping us as a virtual FD.  I wasn’t sure how our accountant could help our company grow, especially after we had had a bad experience with a business coach a few years ago.  We were growing and we didn’t think outside help could add much so we were very surprised when …. ”


  1. Testimonials that Prove It’s Right for Them

These are the testimonials from one or two of your ideal clients.  Here you show that not only does it work but that it is also the exact right thing for them.  This type of testimonial would run along these lines:

“I have managed my own business for twenty years.  Most people in my industry said to me that I should find a virtual Financial Director to help take my business to the next level.  Their recommendation was to speak to my current accountant and see if this was something they could help with.

I finally decided to have the conversation and I was delighted that I did.  Things are now ……”


  1. Testimonials that Prove the Results

These must be “before and after” case studies and you should have a mix of relatively long and short ones.  These focus on the results you have achieved for your clients.  It is important that they are as specific as possible.

For example:

“My business was growing slowly and I was struggling to hit the stretching targets that I had set.  I worked with xxx and within 6 months we had grown our bottom line by £xxx”.

Note: always quote actual figures rather than rounding up or down.  Actual figures are far more credible than ones rounded up or down.  


  1. Testimonials that Show You are the Best Choice

This is the type of testimonial where someone has changed supplier, preferably several times.  For example:

“We had worked with two accountants however they did not achieve the results we wanted.  We finally realised the problem was that they often tried to advise us on things they knew little about. Nobody can be an expert at everything but this is what they were trying to do.

This is why we were delighted to find xxx who focused solely on their area of expertise and delivered results.”


  1. Testimonials which Overcome Objections

These are very useful.  You start by creating a short list of the key objections companies have to using your value-added services.  You then ask a happy client to mention the objections and overcome it in a testimonial.   

For example, if they are too busy to find the time to work with you

“We were really busy and kept delaying our initial kick-off meeting.  Since we started working with them we have increased our profits by £x.  I wish we had started working with them earlier.”

Testimonials can help you to make case and upsell your services.  It is worth taking the time to gather them. 


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