What are the best practices for using data, statistics, and testimonials to support your sales claims?

1 Choose relevant and credible sources

The first step to using data, statistics, and testimonials is to choose sources that are relevant and credible for your prospects. Relevance means that the data, statistics, and testimonials relate to the problem, solution, or benefit that you are presenting. For example, if you are selling a software that improves productivity, you should use data, statistics, and testimonials that show how your software helps users save time, reduce errors, or increase output. Credibility means that the data, statistics, and testimonials come from reliable and authoritative sources that your prospects trust and respect. For example, if you are selling to a specific industry, you should use data, statistics, and testimonials from industry experts, publications, or organizations.

2 Use visual aids and storytelling

The second step to using data, statistics, and testimonials is to use visual aids and storytelling to make them more engaging and memorable for your prospects. Visual aids, such as charts, graphs, tables, or icons, can help you present your data and statistics in a clear and attractive way. They can also help you highlight the key points, comparisons, or trends that you want to emphasize. Storytelling, on the other hand, can help you present your testimonials in a compelling and emotional way. You can use storytelling techniques, such as setting the scene, introducing the characters, describing the challenge, explaining the solution, and revealing the outcome, to show how your solution helped real customers achieve their goals.

3 Explain the meaning and implications

The third step to using data, statistics, and testimonials is to explain the meaning and implications of them for your prospects. Data, statistics, and testimonials are not enough by themselves. You need to connect them to your sales claims and show how they support your value proposition. You also need to show how they relate to your prospects' needs, goals, and challenges. For example, if you use a statistic that shows how your solution increased sales by 25% for a customer, you should explain what that means for your prospect in terms of revenue, profit, or market share. You should also explain how that statistic implies that your solution can help your prospect overcome their specific pain points or achieve their desired outcomes.

6 Follow ethical and legal standards

The sixth step to using data, statistics, and testimonials is to follow ethical and legal standards. You should not use data, statistics, or testimonials that are false, misleading, manipulated, or plagiarized. You should not use data, statistics, or testimonials that violate the privacy, confidentiality, or consent of your sources or customers. You should not use data, statistics, or testimonials that infringe the intellectual property, copyright, or trademark of others. You should always cite your sources and give credit where credit is due. You should also follow the ethical and legal standards of your industry, organization, or profession when using data, statistics, or testimonials in your sales presentations.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?