How To Ask For Testimonials From Your Clients (with free template)

Every client who sends you a positive testimonial helps you build your credibility for free.

Unfortunately, many service business owners don’t know the power of this feedback from clients. So they don’t take advantage of it.

Even so, many of those who understand how powerful the feedback is, also struggle with asking for and getting written or video testimonials from happy clients.

This article outlines a system I’ve used for years. When you read this guide, you’ll know the following about testimonials:

1. How to ask for them.
2. The best time to ask your client(s) for testimonials.
3. Where and when to use them.

So go ahead and read this guide now. And don’t forget to download the testimonial template so that you put what you’ve learnt into practice.

Guide To Getting And Using Testimonials

1. How to ask for testimonials

2. When is the best time to ask clients for feedback?

The best time to ask for a testimonial is not after you complete working with a client! When you do this, chances are high that you’ll miss out on a great testimonial.

Looking at the template above, you’ll notice that I’m reminding the client of something we had discussed at the beginning of our engagement. So I had prepared them to expect my request as we work together.

For most service businesses, the best time to ask for a testimonial is when a client is very happy about working with you. This happens when you’ve surprised or helped them beyond their expectations.

You’ll know this because they will tell you about it and thank you for helping them achieve a milestone or overcome a challenge.

For visual businesses such as designers, you may have to wait until the client has approved the final work. At this time, they will most probably give you glowing verbal or written feedback. You can then ask them for the testimonial.

Always remember to thank the client for their role…

The moment a client tells you how happy they are, congratulate them for the work they put in the engagement. Then ask,

“Would you be willing to share this feedback/win/milestone/success with others? Your testimonial would help me let other people out there know that they too can be helped, just as you have.”

If they say Yes, send them the testimonial request email. Edit their response and use it in your online and offline marketing.

If they decline, accept this and acknowledge their feedback. Let them know that you have enjoyed working with them and look forward to doing more business together.

For coaching, I normally ask for a testimonial in the second from last coaching session. Again, I first remind the client about the discussion we had at the beginning of their engagement.

Then, I ask if they’re still willing to give a testimonial (Tip: always get permission even if someone said yes at the beginning of your working together).

Finally, I send them the testimonial request email and repeat the process outlined here.

[Tweet “Here is a template that will get you amazing testimonials from your clients.”]

3. Where and how to use them

• Summarize it so that it flows smoothly.
• Send it back to them for an OK.

Once you get their OK, pick 2-3 sentences and use them as teasers in your website, blog, email newsletter or marketing materials. Check out how we’ve done this in the sales pages for Kickstart Your Business and Break Free, Live your Life coaching programs.

If the testimonial is long, create a summary and post the complete testimonial on its own page. Add a link below the summary testimonial that says, “Click here to read XXX’s full testimonial” and link this to the page with the full testimonial.

If the client doesn’t want to have their name and organisation mentioned in the testimonial, then don’t use their testimonial at all. People will not believe it when you use initials because it looks like you’ve written it for yourself.

If a prospect reads a testimonial and wants to contact your client directly, make sure you get permission from your client first before handing over their contacts. Do this even if the prospect just wants more information about you from your client.

[Tweet “Every client who sends you a positive testimonial is helping you build your credibility.”]

Ask each client for a testimonial today

Your work for today is simple:

1. Download the testimonial template.
2. Edit it to suit your needs.
3. Call your clients and ask them for testimonials.
4. Send the template to clients who accept it and ask them to complete it.
5. Edit their feedback and send it back to them for an OK.
6. Use the testimonials on your website/blog, on social media and in your marketing materials.
7. Remember to thank all the clients who send in their testimonials. Also, let them know where you’ve used their testimonial and give them links if possible.

If you do this process well, you may find former clients calling months or years after working with you to give you updates. Some will even be willing to update their testimonial even though you’re no longer working together!

Service businesses have a challenge when marketing because what they sell is not tangible. This is unlike product based businesses where you can see, touch, smell or even taste the product before making a decision to buy.

For a service business, therefore, each testimonial from a satisfied client becomes part of your marketing arsenal. Collectively, all the feedback from happy clients provides a powerful lifeline for your business because they position you as a credible expert in your industry.

What has been your experience with testimonials? Please share in the comments below.

(Image credit: Unsplash)