Let’s face it. These days, prospects are skeptical. They’ve heard a lot of promises, seen a lot of polished pitches, and they know how to spot fluff. But there’s one thing they still believe in: what other people say.
In fact, 92 percent of buyers check out reviews before making a decision. It doesn’t matter if they know the reviewer personally or not. If someone else says your company delivered great results, that carries real weight. And if a few others say the same? Even better.
That’s why testimonials and references aren’t just a nice-to-have. They’re one of the most powerful tools in your sales toolbox.
Why Testimonials Matter
For landscaping, lawn care, and tree care companies, trust is everything. A potential client is inviting your team onto their property. They’re trusting you with their curb appeal, their safety, and often a significant investment. The more proof you can offer that others have had a great experience, the easier it is for them to say yes.
Think of testimonials as the social proof that takes your sales conversation from “maybe” to “let’s move forward.”
Strategies That Work
Here are ten ways to start using references and testimonials more effectively in your sales process:
1. Prepare your references.
Don’t leave it to chance. Give your references a little help. Share key talking points or even a sample of how to respond when someone calls about your services. Make it easier for them to shine a light on your strengths.
2. Stay up to date.
Keep your list of references fresh. If a client sells their property or changes roles, you want to know. Regular check-ins help maintain those relationships and show you’re paying attention.
3. Bring references into the sales conversation.
Don’t wait to be asked. Walk into a sales meeting with your reference list in hand. Say something like, “If the references check out, can we move forward?” That’s a powerful way to move the process along.
4. Be real.
Authenticity matters. Don’t coach your references to exaggerate or sugarcoat. Let them share their real experiences. A few imperfections actually make their stories more believable.
5. Catch compliments in the moment.
If a client gives you praise, whether over the phone, in person, or by email, don’t let it pass. Say, “Would you mind putting that in writing?” The best testimonials often come when the gratitude is fresh.
6. Offer to help write it.
Some clients want to help but feel too busy. Offer to draft a testimonial based on what they’ve already told you. If they approve it, they can copy it onto their own letterhead or sign off via email.
7. Provide a structure.
If they want to write their own, suggest a few points they might include. For example:
→ What problem they were facing before hiring you
→ How clearly you explained the issues and solutions
→ Their opinion of your professionalism and results
→ Whether your ongoing service met expectations
8. Highlight different qualities.
Make sure your testimonials don’t all sound the same. One might focus on your reliability. Another might spotlight the quality of your pruning. Ask clients to reflect on what stood out most to them.
9. Use testimonials to overcome objections.
Some of the most powerful testimonials are from clients who were once skeptical. Maybe they were happy with a previous vendor, worried about price, or unsure about your process. When those same clients say, “I had doubts, but now I’m thrilled,” it reassures prospects who feel the same way.
10. Turn complaints into trust.
Did a client once have a problem that you resolved? If they’re now satisfied, ask if they’d be willing to share how you handled it. That kind of transparency builds tremendous credibility.
Make This a Priority
Testimonials and references shouldn’t be an afterthought. Build them into your routine. Keep a running list of happy customers. Add reminders in your CRM to request feedback. Make it part of your team’s culture to look for moments of client satisfaction and turn them into proof that your company delivers what it promises.
You don’t need to wait for dozens of testimonials to get started. Just a few strong, well-written examples can make a huge difference in your sales close rate. Over time, as you collect more, you’ll be able to tailor which testimonials you share based on the prospect and the situation.
Remember, when a client hears from someone who’s walked in their shoes and gotten great results, they’re far more likely to take the leap with you.
“Nothing happens until somebody sells something.”
Be well, do good work, and keep in touch.
Fred Haskett
TrueWinds Consulting
Upcoming Event
Join Fred Haskett for a brand-new 2-day masterclass designed to help you build a repeatable sales process that attracts the right clients and keeps them for the long haul.
Masterclass: Commercial B2B Sales That Win and Keep Clients
🗓️ June 24 & 25, 2025
⏰ 1:00 PM – 2:30 PM EDT each day
💻 Live on Zoom (recordings included)
🔗 Click here to register now
Fred will walk you through how to:
→ Build trust fast using the consultative sales approach
→ Create proposals that position you as a partner, not a vendor
→ Handle price objections without dropping your value
→ Use the Annual Wish List Walk to upsell with ease
→ Create a sales engine that works with or without you
🎯 Who should attend?
Business owners, account managers, and sales leads in the landscaping, lawn care, or tree care industries who are ready to stop chasing and start converting with confidence.
👉 Grab your spot here
