Since today’s consumers are less inclined to trust traditional marketing and advertising, collecting customer testimonials and reviews has never been more critical. Customer testimonials can make a truly big impact on influencing prospects to do business with you, and help you enhance your online reputation, build credibility, and drive more sales. However, getting your happy customers to share their positive experiences with your brand might be challenging as many businesses simply don’t know how to ask for testimonials.
What is a testimonial?
Testimonials are recommendations from satisfied customers that affirm the quality, performance, or value of a product or service – given either voluntarily, or upon a company’s request. Customer testimonials are one of the most powerful marketing tools. In fact, studies suggest that testimonials have the highest effectiveness rating (89%) than any other type of content marketing.
How to ask for a testimonial: best practices
Here are some general tips and best practices on how to request testimonials from your customers.
Be proactive – if you don’t ask clients for testimonials, you’ll hardly ever get them.
Choose proper timing – completing a project, a milestone reached by the customer, end of year, etc.
Think of the right tone (formal or casual) that’s the most appropriate to your business and your audience.
Writing a testimonial can be a hassle – make it easier for customers by asking them a number of guiding questions.
Express gratitude, tell customers how important their feedback is and why you are collecting testimonials in the first place.
When using testimonial templates, customize and personalize your request to ensure it makes sense within the context of your relationship with customers.
Share a link to your testimonial page so that customers can get some ideas from existing testimonials.
Provide multiple testimonial format options (text or video) and let customers submit a testimonial in a format they’re comfortable with.
You my use some incentive (discount, free subscription, gift card, etc. ), but it isn’t always necessary.
Your testimonial request can be forgotten or get lost in your customer’s inbox – don’t be afraid to follow up, if needed.
12 Testimonial questions to ask your customers
Getting customers to share specific details of their experience with a company, product or service is what makes a good testimonial. When being asked though, most will hardly know what to say right off the bat. Below are some of the basic testimonial questions for clients that can be customized in align with your business.
What was it like before you had our product/ service?
What was your biggest challenge prior to purchasing our product/ service?
Where did you start your search for the solution/ How did you find us?
What problems did you try to solve with our product/ service?
What made our product/ service stand out from other options available on the market?
What have you managed to achieve since using our product/ service?
What are the specific benefits that you get from using our product/ service?
What do you like most about our product/ service?
What has exceeded your expectations?
What was your main concern that could have prevented you from buying our product/service, and what reassured you?
What’s the main reason you recommend our product/ service?
What would you say to someone else who is considering to buy our product/ service?
5 Testimonial request letter templates
Most of your loyal customers – no matter how happy they are with your products or services – are not likely to share testimonials, unless they are being asked. But how exactly should you approach a customer for a testimonial? Here are some tried-and-true email templates you can use when requesting testimonials from your clients.
As a valuable customer of [COMPANY], your feedback is very important to us and as you’re probably well-aware, satisfied customers are vital to the success of any business.
I would like to invite you to take a moment to provide some feedback on [PRODUCT NAME], in the form of a testimonial. To help you with this request, please consider answering any or all of the following questions:
What was your greatest problem before you purchased our product?What made our product stand out from other options?What have you been able to achieve since using our product?What made you happiest about working with our company?What’s the main reason you recommend our product?
This is of course completely voluntary, and if you do intend to provide a testimonial, please do it at your own convenience.
Here are some examples of testimonials left by other customers: [LINK]If you have any questions about submitting a testimonial, please let me know.
I am looking forward to receiving your comments. Your support is much appreciated!
Best Regards,[YOUR SIGNATURE]
I hope you are enjoying your [PRODUCT NAME].
I wanted to check in about any feedback you might have – just a few sentences describing your experience with us, how you benefit from using [PRODUCT NAME] or whatever comes to mind. As you probably know prospects usually don’t care so much about what we say about our product, but they do care what our customers have to say.
Here are some testimonial examples [LINK] from other clients to give you an idea of what to write about. If you are able to do this in the next couple of days, that would be awesome.
As always, feel free to reach out if you have any questions.Thanks a lot in advance!
Service industry request
It has been a real pleasure working with you on [PROJECT NAME]. We are always excited to share customer feedback on our website. If you are happy with the work we completed for you, we would love to tell others about your experience! Would you consider leaving a testimonial for us?
It can be as short or as long as you like. Here are some specific questions that you could answer:
What made you choose [COMPANY NAME] for this project?How well did we handle your project?What has exceeded your expectations since working with us?Is there anything we could have done to make your experience working with us better?If you were to recommend [COMPANY NAME] to your friend or colleague, what would you say?
We appreciate your help! It’s valuable to our future business and, just as importantly, allows us to keep on improving.
As a small gift this holiday season, we’ve selected some of our most loyal customers like you to offer a 3-month subscription to our service for free! All you have to do to claim this deal is simply submit a testimonial, that shouldn’t take you more than 10-15 minutes.
Feel free to share whatever you’d like, but if you need a prompt, please consider answering either all or some of the following questions:
What was life like before you started using our product?Where did you start your search for the solution?What exactly did you like most about our product?What are the three benefits you’ve experienced as a result of using our product?Would you recommend our product to someone looking for the same thing?
You can submit your written or video testimonial by simply following this [LINK]. Once you’re done, your 3-month free subscription will be automatically added to your account. Let me know if you have any questions, and thanks for being a loyal [COMPANY NAME] customer!
Happy Holidays,[YOUR SIGNATURE]
Updating a website
I hope all is well with your business!
We are currently in the process of updating our website and would love to include some success stories from our loyal customers like yourself. I was wondering if you’d be willing to provide a testimonial and share your experience with our [COMPANY/ PRODUCT NAME]? Here are some of the questions that might give you a hint on what you could write about:
What was your greatest problem before you bought our product?What made you choose our product over our competitors?What results are you getting from using our product?What would you tell someone who’s considering to buy our product?
Your testimonial will be featured on a special dedicated page and will go a long way in helping us build our business further.
Thanks so much in advance!
All the best,[YOUR SIGNATURE]
Ready to put your testimonial templates to use?
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