Now I guess that you may not have heard the phrase “internal endorsements” so I’d better quickly define what I mean by it.
An internal endorsement is one given by someone who is not really an independent third party; it’s one given by a member of your team about another member of your team for instance.
For example, a prospect phones an accounting practice to ask about getting some work done and the receptionist responds by saying, “I’ll put you through to Felicity Spratt… she’s a great accountant!”
How do you think that prospect feels? Reassured, confident, happy they’re going to be talking to the right person? Of course! So much better than a mere “I’ll put you through to Felicity Spratt”.
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So, whenever someone in your business is talking about someone else in your business make sure that they always give a simple endorsement… “Everyone says what a great job he does”, “you’ll get great ideas from him” and so on. A cautionary note: just make sure that whoever is being endorsed can deliver on the promises made about them!
I was reminded about the power of such endorsements when I had quite critical operation before Christmas. The anaesthetist (who after all plays for the same side as the surgeon) came to see me before I went into theatre and we chatted away quite happily about aspects of the operation. But, boy, I was totally reassured when she said “You’re in the best possible hands, he’s the best in the business!”
I must confess I slept confidently and happily through the entire operation!
Third party endorsements about you and your team really do work. Make sure you use them!
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