The Power of Testimonials blog post detailed the important role testimonials can play to win more business. In approaching a client for a testimonial there is often the stumbling block of it being 'embarrassing to ask' or too much of an 'imposition'.
However if a client is genuinely happy with a product, service, engagement etc they will be open to giving a testimonial.....if you ask!
Here are ten steps to asking for testimonials that you can use in your business. The process is designed to make asking for a testimonial easy and effective.
1. Identify your testimonial requirement. Do you want it to, for example, answer an objection, prove a statement, enhance your credibility? Read the Power of Testimonials for more on this.
2. Identify a client match. What client would best suit the requirement you have identified? Consider your relationship with them on two levels - with regard to the requirement you have identified and your relationship in general (trust, longevity, history etc).
3. Write a draft testimonial. The best testimonials are short, punchy and to the point. (They have a greater impact and easier to read). Also they are timeless, standing the test of time rather than relevant only for a given period.
4. Take responsibility for asking for the testimonial. Your chosen client should be approached by the person who is responsible for the relationship with them . This is not a task to be delegated.
5. Contact the chosen client. Meet or phone them. Do not go straight for an email. This is a one to one request. Explain your reason for contacting them. Be honest about your requirements. You want their assistance. As you have a good relationship with your client, they will respond accordingly.
6. Agree permissions. You want to use the testimonial anywhere you see fit without returning to the client for permission. Therefore explain that in providing a testimonial, it may be used for various promotional literature, internet and tendering purposes.
7. Offer a draft testimonial. Testimonials can be difficult to write. Don’t inconvenience your client with the task. Provide them with proposed text to sign off. They will appreciate it. Importantly by offerig a draft, you remain in control of the message.
8. Propose a deadline. You want the testimonial back as soon as possible. Maintain the momentum. Email the draft straight away with a proposed deadline for sign off.
9. Say thank you. At the first opportunity, send your client a letter of thanks with a sample of something that their testimonial has been used in. e.g. A brochure, webpage etc.
10. Build testimonial collection into your marketing plan. Consider each marketing project and assess where a testimonial may enhance your message.
PS: Here are a few suggestions on how to present your testimonials where your clients may wish you to not use their names.
1. A general heading on your testimonials page - 'To protect client confidentiality, no names have been listed.'
2. 'Name withheld by request'
3. Initials, for example 'A.C.' or Jack B.
Share your experiences. What works for you in gathering testimonials?