Testimonials are one of the most valuable marketing tools for any business. Before they buy something from you, prospective customers are looking for proof that you actually deliver the benefits and results that you claim.
The obvious first step to getting good testimonials is to meet and exceed your customers' expectations. But you don't have to wait and hope for the best; you can (and should) be proactive about seeking out testimonials. In fact, it helps to guide the process along a little.
How to Get Top-notch Testimonials
Set the stage early on. Let your client know from the start that you will do your best to earn a glowing testimonial from them.
Listen for it. When a client expresses gratitude or gives you positive feedback during a coaching session, ask them if you can write down what they said and send it to them for approval. Most clients are more than happy to let you do that, especially since you're doing all the work!
Whatever you do, do NOT ask them to write you a testimonial. Think about it from your customer's perspective; asking them to write you a testimonial sets them up for a massive case of writer's block! It's like writing an essay for a final exam. And that kind of "off-the-cuff" testimonial either tends to be so hyped ("Fabulous! One in a million!") or so vague and flat ("I like her style" "He's a great coach") as to be unusable anyway.
You'll get far better results by asking them some specific questions. Here's an example of a testimonial worksheet that I use with my own clients:
Dear <Client>:
I was wondering if you'd be willing to provide some feedback for a testimonial so that others will know what to expect when they work with me.
I know it can be a bit daunting to sit down to write a testimonial, so I came up with a list of questions to help the process along. If you'll send me your answers, I'll edit them into a testimonial format and send it back for your approval before I use it.
Feel free to edit or omit a question if you like.
- What made you decide to work with me? Was there an obvious advantage or anything specific that made me stand out in some way?
- Most people are confronted with some kind of challenge (or opportunity) when they decide to work with a coach. What situation were you dealing with, and what did you initially want me to help you do?
- What's your opinion of the coaching & products you've received?
- What stands out about what you've learned from working with me? (Biggest insights or light bulb moments)
- What is it that I do as a coach/mentor that you find the most valuable?
- What's the single most important benefit that you've gotten from working together – ex.: solid business model foundation, more prospects, more clients, more sales, increased profits, more revenue streams, time saved, money saved, better working relationships, etc.? Please quantify the results, if possible.
- What three adjectives best describe my coaching style or approach?
- What type of person or situation do you think I might be particularly good with?
- What's the one thing that you want me to take away from your thoughts on our work together?
- Anything else you'd like to say?
With a little bit of planning and editing, you can have plenty of glowing testimonials!
