While “change” has been a big buzzword this political campaign season, there’s another, no less important one out there, too. Endorsements, of course, are all the rage as voters decide whom they’re going to vote for in each of their primaries. As the election comes around in November, I’m certain endorsements will play an even more important role in the election process: Who’s endorsing whom and who should I vote for?
    Why are endorsements so important to candidates that they’re covered all over the national news? Well, because they represent someone else validating the candidate and urging others to vote for them. If the endorsement has power, it can sway people to vote for a certain candidate over the other. How does all of this political gamesmanship apply to you and your company?
    Homeowners in your market that need plumbing services are voting every day. They’re voting for the company they think is the most professional and the best able to meet their needs and exceed their expectations. However, rather than voting on a touch screen or a punch card, they cast their ballots with their dollars. Now, as a business owner, those are the type of votes that I want to win.
    How can you tap into that idea and use endorsements to lend credibility to your business and help you earn more of those votes? Here are few ideas that will get the job done, election year or not.

Homeowner Endorsements
A testimonial from a happy customer is exactly what an endorsement is. They were so happy with your service they’re willing to tell others in the area about it. In fact, as a business, that’s the best endorsement you can have and it’s up to you to make the most of them. To do that, be sure that your team brings testimonials with them on every call. When they present your prices to the homeowner, which is when the consumer casts their vote, your technician can present your endorsements. In fact, to make this even more relevant the homeowner can see endorsements from people who live in their own neighborhood rather than someone who may live across town. Make it as personal as possible.

Press Endorsements
If your company has been written up in a trade journal, a magazine, or even your local newspaper, let your clients know about it. That lends a huge amount of credibility to a company. Another form of “endorsement” from the press is the clever use of clippings from local papers or regional interest magazines. Many of these will occasionally run consumer-oriented stories about the importance of proper plumbing maintenance, energy-saving products, or any other service your company may provide. If you can show prospective clients an article from an independent third party source that backs up what your technician may be saying in the home, it’ll go a long way towards securing their vote.

Celebrity Endorsement
Celebrity endorsements can sometimes pay big dividends. While not everyone has the ability or the resources to get Peyton Manning to endorse their company, you may be able to get a local celebrity involved in your marketing campaigns. If the celebrity is someone your community identifies with and trusts it can be a great endorsement and attention getter for you.

Self-Endorsement
Endorsing yourself doesn’t mean bragging to homeowners about how good you are. This is the kind of thing that would probably cost you more votes than it will win for you. However, what you can do is contact your local media outlets and offer to be their plumbing expert for articles or stories. You could even pitch a story so long as it isn’t self-serving.
    Then, if they need someone to quote about ways to save water for example, you’ll be at the top of their list. Then, when you show up on the news or in the newspaper, you’ll have a terrific implied endorsement that you’re the local expert on plumbing.
    Those are just a few ways that you can use the power of endorsements to help your company earn more votes in your community. By getting the endorsement of others for your business either in a direct or an implied way, you’ll gain more credibility and power in the eyes of your clients, and you’ll earn more money in the long run.