Asking for testimonials is always a little weird, but it shouldn’t be.
Human beings are social creatures. We’re hardwired with a herd mentality. If a group of like-minded people have an opinion about something, we’re naturally inclined to agree with them. Protests, strikes, voting tendencies, religion, and so on are all examples of herd mentality in everyday life.
Businesses have been using this human phenomenon for generations. These days, asking for testimonials and reviews is one of the best ways to achieve it.
When you buy something on Amazon, do you look at the reviews and customer feedback first?
If X people provided a positive testimonial, it’s got to be good, right?
As a business, reviews and customer testimonials can be the difference between making a sale and having a customer go to a competitor. Believe it or not, most people will leave a review if you ask them. But there needs to be a smart approach to earn positive testimonials and share customer success stories.
In this post, we’re going to explain the right approach to asking for testimonials.
The Role of Testimonials
Testimonials and online reviews are all about credibility, using the herd mentality phenomenon as a lever.
Ultimately, you can talk about how great your own business is all day long. The words of a third party, whether it be a written or video testimonial, are going to mean more to potential customers.
This is because they are (ideally) an unbiased, unfiltered source. They have nothing to lose by giving their honest take on your company. By showcasing real experiences from existing clients, these tidbits are a strong bridge between hesitation and conversion.
Reviews not only provide insights for potential improvements, but they work to build trust with new customers, showcasing real experiences with the product/service.
Now, reviews are also a numbers game. A survey from BrightLocal found that 74% of consumers read at least two reviews before deciding whether or not to use a product/service.
With this in mind, there needs to be a mechanized approach to requesting client testimonials. Let’s talk about some ways to do it.
How to Ask for Quality Testimonials: Key Tips
Be Smart with Timing
The timing of a testimonial request is crucial in getting a good, enthusiastic response.
This is going to vary based on the business model. For example, if you’re a tree trimming business, you can likely ask for a review almost immediately after the job is done. This is when the results will look their best.
But this isn’t the case across the board.
On the other hand, say you sell boxing gloves. An immediate testimonial request after the sale may catch the client off-guard before they’ve fully experienced the product – and waiting too long might lessen the impact.
Ideally, you should ask for a testimonial at a point when the client’s appreciation is at its peak – and the experience is still fresh in their mind. Knowing when to ask for feedback can be tricky. Use your best judgment and run some experiments for testimonial requests.
- How many days after purchase do customers tend to be more receptive?
- Is there a specific day/time that people tend to leave good reviews?
It never hurts to talk to an expert for guidance to collect testimonials.
Make The Testimonial Form Super Simple
Requesting testimonials from a customer is an inconvenience – there’s no getting around this. You’re asking them to take time out of their day to do you a favor.
The best thing you can do to reciprocate is to make the process as easy as humanly possible in the testimonial request letters. If writing a review is even mildly complicated or time-consuming, even satisfied customers may abandon the task.
Fortunately, Google Reviews, and most other review platforms, account for this. Google Reviews makes it super easy to send a link to past customers to leave their thoughts.
But let’s say you want a client to write a custom testimonial that you’ll showcase loud and proud on your website. You’ll need to provide a bit of structure for your client – instead of just asking for them to write a review. When you ask for a testimonial, give them two to three small prompts. Something like:
- Why did you turn to us for ___ service?
- How did we solve your major challenge?
- Would you recommend us to other people?
These are just a few ideas; you want simple questions that prompt valuable answers. Talk to an expert to help you develop testimonial request email templates.
A straightforward testimonial request email shows respect for the customer’s time and can be instrumental in increasing the number of testimonials you receive.
Explain How Important Reviews Are to You
A little honesty goes a long way in requesting testimonials.
Something like, “Reviews are essential to the success of our business. It would really mean a lot if you took a few minutes to leave your thoughts.”
Explaining to clients why their reviews are so important shows that their opinions aren’t just appreciated, but are vital in shaping the company and improving the product/service.
By communicating the significance of their input, you’re doing more than just requesting testimonials. You’re working to build a deeper connection with them and show the magnitude of their support within a growing business.
Spell Out the Process to Leave a Client Testimonial
If a customer has to jump through any unnecessary hoops to leave text or video testimonials, they will more than likely not leave a review at all.
As is the common theme in this piece, the best qualities in a testimonial request are simplicity and clarity. By providing super instructions when you ask for a testimonial, you’re removing barriers that might discourage them from leaving a review.
Whether it’s leaving a review on a major platform or a customer testimonial, providing streamlined step-by-step instruction shows you respect their time and effort, making them more likely to leave positive feedback when you request testimonials.
Thank Them Before AND After
This should go without saying when sending testimonial request letters.
Think of this like a typical thank-you note. It’s not a huge effort on your part, but it goes a very long way to instill a sense of appreciation and goodwill, which creates loyal customers.
By expressing gratitude before they leave the review, you’re telling them you value their service, and you’re not entitled to their testimonial. This can be something as simple as: “We sincerely thank you for your support and time in leaving this review,” at the end of the review request message.
Once they leave a review, you may consider sending a personalized thank-you email or a physical note. Thank them for their service and highlight how appreciative you are they took the time to write a testimonial. This is a 5-10-minute job, but will stick with the customer for a long time – and may even encourage them to refer more business to you.
Always remember: a customer does not have to write testimonials, they are doing so out of the kindness of their heart. Do your best to show your gratitude, both before and after you ask for a testimonial.
Need Help with Your Digital Presence?
Building an online presence is a long game – and every single piece of sentiment matters in your journey to becoming a customer service leader. Asking for testimonials should be ingrained in everyday business practices, and clearly displayed in your marketing strategy.
If you’re looking to take your online business presence to the next level, Mophead Media is here to help. We specialize in web design, development, content marketing, and SEO. Whether you want a strategy for customer success stories or a dedicated testimonial page on your website, we’ve got you covered.
Our experienced team is here to get you moving in the right direction.
Schedule a FREE strategy call today!