There are testimonials and then there are testimonials.
You’ve seen lots of testimonials that go something like the following:
Doug was great to work with. Really did a stand-up job.
Great company to work with. They were honest, on-time, and responsive.
I appreciate Crescent Agency’s knowledge, adaptability, and how easy it was to work with them. I trusted them to know how to help me and they have proven it.
The goal of a testimonial is to demonstrate social proof. The idea that others that are similar to me have found this company helpful allows people to become a little more comfortable doing business with someone they don’t know.
But as with many testimonials like the examples above they don’t really say much. They aren’t as useful as they could be.
Is there a consistent way to obtain testimonials that are more effective? Yes.
In another post, I wrote about obtaining transformational testimonals if you haven’t read that be sure to after reading this article. Today you have the opportunity to improve the way you obtain testimonials that will help your potential clients feel like you can help them.
So instead of getting testimonial’s let’s look at how you can intentionally construct testimonials that will feel more believable. It starts with having a plan for obtaining them.
The first step is to schedule when you request testimonials from your clients. Decide exactly when you will ask them, seven days after the completion of the project, three days after or two weeks after. You decide but then schedule this so you are consistent.
Here are the questions that will help you get testimonials that address common objections:
1. What was the obstacle that would have prevented you from buying from us?
2. What did you find as a result of purchasing our service?
3. What specific feature did you like most about this service?
4. What would be two or three other benefits of this service?
5. Would you recommend this service? If so, why?
6. Is there anything you’d like to add?
When asking your clients to discuss these questions you can set the stage by asking them to help other people like themselves be able to get the help they need from your services. Their testimonial will resonate with people like them making it easier for them to choose you.
You can ask your clients to answer these questions via email, a survey form, or schedule a call and ask them the questions. If you call you can request permission to record the call so you can then write up the contents of the call into the testimonial.
Once you create the testimonial if it isn’t exactly word for word run it past your client for final approval before you use it.
What you soon discover as you collect testimonials based on these questions is that they will directly address the biggest objections your potential clients have. You can then use these testimonials in relevant places like your website, emails, videos, interviews, print material, and anywhere else they would benefit in addressing objections.
Testimonials based on these questions are much more detailed and relevant to your potential clients. They will help reduce people’s fear of buying your services because they are more believable and relatable.
This isn’t about creating a fake testimonial it’s about using parameters to construct a testimonial that is more helpful and relevant to your potential clients. It’s about being relevant. When you’re relevant it’s much more likely people will choose you.
Inspired by Sean DeSusa’s book, “The Brain Audit.”