I need to buy a new widget.  Two companies sell them, and they are virtually indistinguishable in terms of price, product and terms.  Company A offers me 10 testimonials from businesses like mine who love their widget.  Company B’s sales person has a lovely patter, but only offers their own generic assurances.  Which do you think I am going to buy?  Don’t lose the opportunity for new business because of something so simple – ask a handful of your top customers to write a short testimonial, or better still, offer to write it for them, so they just have to approve the content.