How to Get Customer Testimonials that Drive Sales

Customer testimonials bring credibility, authority – and more customers.

Good testimonials are more powerful than any advertisement or other piece of marketing or PR content. Obtaining good ones can be difficult. Some testimonials are better than others.

Many testimonials are, well, mediocre. Flowery language or a simple “great product” don’t attract new customers or leads. The problem is that most customers don’t know how to give testimonials, and many PR and marketing professionals don’t to know how to solicit them.

“The best testimonials are results-focused in nature and highlight the measurable results and outcomes you achieved in resolving a client’s issues,” according to Solo PR.

Ask the Right Questions

The solution is to ask the right questions, says marketer Sean D’Souza, who runs Psychotactics, in an article for copyblogger. Those questions are:

• What was the obstacle that would have prevented you from buying this product?
• What did you find as a result of buying this product? (Or: What was your main concern about buying this product?
• What specific feature did you like most about this product?
• What are three other benefits of this product? (You can substitute the number “three” with “two” or even remove the number completely.)
• Would you recommend this product? If so, why?
• Is there anything you’d like to add?

The questions are designed to find and neutralize major objections to purchasing your product. Potential clients may think your product or service is too expensive, too uncomfortable, or too complicated. Customer testimonials correct those perceptions. Experts also say it’s imperative to ask the client permission to use his comments in marketing materials

While you cannot control their responses, you can influence them, D’Souza explains. Contact a customer and ask him if what you believe is a customer concern with your product was one of his major concerns with purchasing the product. If he answers “yes,” ask for more specifics. If he names another major concern, follow his train of thought. You may discover a valid objection held by many prospects. If you find his concern is uncommon, you can contact other clients.

Call it Feedback, not a Testimonial

Instead of asking for testimonials, request feedback, advises marketing copywriter Joel Klettke. Clients become nervous and stiff and provide responses that are more like infomercials when asked to provide testimonials.

After obtaining their input, combine and edit their feedback into commentary that makes sense from start to finish and reads like a cohesive statement instead of the answers to separate questions. When finished, show the customer the testimonial for final approval of use.

Elements of excellent testimonials, Klettke explains, include:

Specific. They explain customers’ specific problems, solutions, features, benefits and outcomes.

Authentic. Write in the customer’s voice, not yours. As much as possible, leave colloquial language and slang. Effective testimonials sound genuine.

The before-during-and after format. They explain what the customer experienced before, during and after they bought your product. This provides context and makes it more relatable.

Social proof: The reader should be able to validate that the person providing the testimonial is a real person. Photos, names, locations, business names, social handles and website links help establish that credibility.

The Secret of Requesting Testimonials at the Right Time

Half the battle with testimonials is asking at the right time, he adds. Ideally, you want to contact customers when they’re overjoyed about the product, which is usually when the experience is fresh.

To do that,  employ a media monitoring tool to identify positive mentions of your brand, and then quickly follow up to contact commenters. Emails and comments on your blog from pleased client also indicate opportunities for testimonials.

Often the client has a solid working relationship with your sales representative. Training the sales force in the techniques of asking for a testimonial, taking notes on the customer’s comments, and assembling the answer to forward to PR or marketing can produce worthy testimonials. But, here’s the “but” … someone other than the sales rep must check back with the customer by phone or email to make sure the comments are correct and accurately reflect the customer’s attitude toward the product. In the end, it’s always best to get the customer’s approval in writing.

Bottom Line: While customer testimonials can be highly beneficial, obtaining quality testimonials that turn prospects into paying customers can be challenging. Even your best customers may not know what to say. These tips can help create testimonials that break down any roadblocks prospects have about purchasing your products.