The secret to getting great testimonials? Make it easy. Most customers want to help, but they just don’t know what to say or feel intimidated by a blank page. Here’s how to remove that friction:
Offer to Do the Heavy Lifting
Instead of asking for a polished testimonial, ask for “rough notes” or “a few bullet points” about their experience. Let them know you can handle the writing and will run it by them before publishing. When customers realize this only requires 30 seconds of their time, they’re far more likely to agree. Companies using this approach report over 50% conversion rates on testimonial requests.
Be Direct and Professional
Don’t overthink it. Testimonials are a normal part of business. A simple, direct email with a clear subject line like “Request for Testimonial” works well. Remember: if they love your service, they’ll want to see your business flourish. The worst they can say is no.
Ask Multiple Times
Ask at least three times. People get busy and often forget. Space out your requests appropriately; you’re not pestering them, you’re making it convenient for them to respond when they have a moment.
Consider Alternative Channels
LinkedIn connection requests can work better than email, with response rates of 70-80%. They feel more personal, show your profile for credibility, and won’t get lost in a crowded inbox or spam folder. Start with a friendly connection request, then ask once they’ve accepted and responded positively.
12 Questions That Spark Great Testimonials
When asking for bullet points or rough notes, provide 5-7 of these prompts to guide their thinking. Don’t send all 12, pick the ones most relevant to your product or service:
- What was your problem or situation before you started using [product/service]?
- What results have you gotten from [product/service]?
- What kept you from trying [product/service] sooner?
- What did you like most about [product/service]?
- Why would you recommend this to someone who’s on the fence?
- What was your main concern before buying, and what put your fears to rest?
- If you were to recommend [product/service] to your best friend, what would you say?
- What made you choose [product/service] over other options?
- What are three benefits you’ve experienced?
- What was life like before you started with [product/service]?
- What is life like now that you’ve experienced [product/service]?
- What surprised you the most or made you happiest about [product/service]?
Tips for High-Profile Customers
High-profile testimonials carry extra weight, but these customers often have less time and more restrictions. Here’s how to approach them:
- Build the relationship first. Don’t lead with the ask. Start with genuine check-ins about how they’re finding your product, offer support, and let the request come naturally after rapport is established.
- Give them an easy out. Mention “if your company policy allows it” to acknowledge that some organizations have restrictions on endorsements.
- Consider incentives carefully. A small gift card (around $50) works well for managers and directors, but avoid offering incentives to executives; it can come across as tone-deaf.
- Explore alternatives. If a direct testimonial isn’t possible, invite them to speak at a conference or meetup about how they use your product. Many companies view this as professional development and will allow it even if direct endorsements are restricted.
- Be prepared for follow-up requests. Some companies may later ask you to remove their branding or company name from testimonials. It’s a risk, but often worth taking initially.
Quick Reference: Do’s and Don’ts
| DO | DON’T |
| Ask when customers express satisfaction | Ask unhappy customers for testimonials |
| Provide prompts and questions | Expect customers to write it all themselves |
| Offer to write it for them (with approval) | Go overboard with what you write for them |
| Follow up 2-3 times if needed | Pester or pressure customers |
| Build relationships before asking | Only target high-profile customers |
| Get approval before publishing | Publish without explicit permission |
When to Ask for Testimonials
Timing is everything. Ask at the wrong moment and you might get a lukewarm response, or worse, no response at all. Here are the optimal times to request testimonials:
- Right after a positive interaction: When a customer writes in with glowing feedback or expresses satisfaction, immediately ask if you can use their words as a testimonial. This works because the positive emotion is fresh.
- Two weeks before a service contract ends: For service-based businesses, clients often feel some anxiety about losing your guidance. This is a natural moment when they can articulate the value you’ve provided.
- Both immediately and a few weeks after purchase: For products, ask right away while excitement is high, then follow up after they’ve had time to experience the benefits.
- After a customer service follow-up: Reach out first to check if everything is going well. A week later, after you’ve established goodwill, request the testimonial. This approach has a success rate close to 90% when customers are already engaged.
- Through annual surveys: Include an open-ended question like “What do you think about our product/service overall?” When someone writes something positive, contact them separately to ask permission to use it.
What Makes a Great Testimonial
Not all testimonials are created equal. The best ones include these elements:
- Specificity: Concrete details and measurable results (“Increased sales by 40%” vs. “helped our business”)
- Relatability: Describes challenges your target audience also faces
- Authenticity: Written in the customer’s natural voice, not overly polished
- Attribution: Includes name, title, company, and ideally a photo
- Transformation: Shows a clear before-and-after story
