When you are trying to set yourself apart in a crowded industry, testimonials are part of the equation. Kind words from previous customers may make all the difference to a prospective customer, but not just any testimonial will do. You are looking for the perfect testimonial – the one that will speak volumes about your brand. And you can get it if you frame your request just right. Not sure how? Let’s talk about 3 ways to ask for the perfect testimonial.
Testimonials are compelling because they take the pressure off your prospects. The goal of a testimonial is to validate your leads. If they are thinking about buying something, they are taking a risk that it won’t meet their needs. That it won’t live up to their expectations. Hearing from others who have already made the choice is a way to reduce their risk and show what their world would be like AFTER the purchase is made.
The goal of a testimonial is to validate your leads. #business #smallbusiness #smallbiz #smb #entrepreneur Share on XUltimately, testimonials work because they leverage social proof. You might be showing that a volume of faceless people all used their better judgment and came out ahead. Or you might be pointing to specific relatable people and showing how their lives were positively changed. You may even be showing how someone already respected (an influencer) has come to love your product or service.
However you create it, social proof is powerful because it uses the momentum you have built as a selling point (read here for more on 5 ways to use social proof to build your reputation).
With all this said, asking for a testimonial should be part of your sales process. This is your chance to learn from your customer and collect valuable social proof. BUT…did you ever have that experience of asking someone for a testimonial and you got a response so generic it was unusable?
You can do better than that! And so can the testimonial giver.
Asking for a testimonial should be part of your #sales process. #business #smallbusiness #smallbiz #smb #entrepreneur Share on XSo, next time you go out and ask for a testimonial, here are three ways to make the approach so you can get the perfect testimonial:
Ask about the Pain Point and the Arc
Your prospects may not know what outcome to expect or even what they are looking for, but they likely will recognize when someone expresses a mutual pain point.
When you ask your existing customers about the pain point that brought them to you and the journey you took them on, you are shedding light on a relatable story for a new prospect. This is someone they can identify with. Wouldn’t it be nice to know that someone who had exactly the same issue has now made great progress?
Ask about the Impact of the Results
There is also nothing stopping you from setting up the pain point your existing customer came to you with and asking them to give you more insight on what changes they were able to make and why it has been important to them. You could simply say, “I know you were experiencing _________ when you first came to me. Where are you now and what has our work/my product/the service empowered you to do?”
In this case, start with the assumption that your existing customers are relatable to your current leads because of the shared pain point. Focus the testimonial on the growth they have experienced, the impact you have made, and the benefits – intended or unintended – your offerings have had so far. This will illustrate the triumphs that may await your prospects!
Ask about Their Objections
Another angle is to hit them exactly where they objected to begin with. Ask your customers what their biggest concerns were before they decided to invest in your product or service. Have them explore what was stopping them and ask them what they would say to their former self. How do they feel now that the decision is made, the thing was bought, and the work was done?
Their past objection is not an isolated case. It likely has to do with some of the core themes of why your current prospects are hesitating. So, go ahead and meet your prospects’ specific concerns head on with someone else’s reassuring words!
Testimonials don’t have to be an afterthought or a special occasion. They can be part of your process and part of the customer service you want to provide.
When it comes to testimonials, don’t settle for generic descriptions. #business #smallbusiness #smallbiz #smb Share on XWhen it comes to testimonials, don’t settle for generic descriptions. Framing your question in one of these three ways can help you elicit the perfect testimonial that will speak to new prospects in your pipeline!