Should you ask for a testimonial? How should you ask?
Testimonials can be left by Bizniks for Bizniks on their profile page. What are these testimonials worth? Their value is very subjective. I, for one am selective about when I leave a testimonial and place a high value on them. To me, leaving a testimonial is an intimate and permanent association with the business or person I’m writing for. Whether or not you subscribe to this idea, don’t forget that testimonials can’t be taken back. You may hire someone once and have a great experience, but if after continuing to use them or refer business to them, you discover that they’re a little sloppy of the job, tend to drop the ball, or fail to follow through then you may wish you hadn’t left such a glowing statement about them until you had gotten to know them better.
Inversely, I also place a high value on the ones I receive. I believe that it takes a very satisfied customer to leave me a testimonial because not only do they need to feel good about my service, they need to feel strongly enough to take the time to leave one for me. I’m not opposed to reminding a customer who had just gushed to me about how happy they are, that there is a testimonial tool available, but I am not comfortable someone to leave one who didn’t voluntarily give me a verbal testimonial.
So when is it okay to ask for one and are there better ways to ask for one? There are probably as many different opinions on this as there are marketing styles. It’s largely a personality thing and of course it depends on what kind of service or product you’re selling. I have come up with three rules that I believe can be applied to general cases.
Rule 1: Be straight forward, upfront and honest.
Don’t beat around the bush. Don’t forget you’re asking someone for a personal favor. When requesting a favor, ask for it.
I had someone ask me for one recently who beat around the bush. They called me out of the blue and said, “I want to give you a free __.”
Racking my brain as to why they would want to do that (and naively thinking that maybe they had noticed how much pressure I have been under lately working on Biznik and wanted to thank me) I paused, then said, “Ok… great! Thanks.”
Only then did she say, “The reason is, if you like my service I’d like a testimonial from you.”
I felt put on the spot. But because I had already said Ok, I went along with it and scheduled an appointment. If I hadn’t been taken off guard, I might have shared my thoughts on testimonials with her. But I didn’t think of it until I had hung up so I decided to go through with the experience and cross the testimonial bridge when I got to it.
What could this person have done differently? Been more forthright. How about, starting the conversation with what you want.
Something like, “I’m looking to add more testimonials to my profile and I came up with an idea…” (But this leads me to the next rule.)
Rule 2: Don’t put a customer on the spot.
I actually would have preferred if this person had not called me and put me on the spot at all. So how could she have asked? Perhaps by making a more general request.
Make an announcement at an event, post something on Biz Talk, approach someone at a Happy Hour, or send an email. If you do call, let them know right away why you’re calling.
“I’m looking to add more testimonials to my profile. I’d love one from you. I know you haven’t used my service and I’m not asking why that is. I just wanted to let you know that if you’re ever interested in giving me a try, I’d love to give you a __ at no charge and if you like it, maybe you’d leave a testimonial for me.”
I could have replied with simple, “Ok.” Whether I decided to try her service or not I would not have been left feeling obligated to give a reason why. And that leads to the last rule.
Rule 3: Never ever obligate someone to leave a testimonial or give you a reason why they have not left a testimonial.
Follow up is fine to find out if a message has been received, but be careful about asking people why they have chosen not to try you or why they have not left a testimonial for you. I’m not saying you shouldn’t ask people for feedback on your business or service – there are appropriate times and situations for just about everything. Just proceed with care.
Do you agree with me or disagree with? How has this worked for you? If you’ve successfully requested testimonials from people, share your experience here.
August 15th, 2006 at 9:02 am
You should also note that a lot of times testimonials are only valuable if they’re the right kind of testimonial. There’s an art and a science to helping folks figure out what they really like about the way you do business, and then goading them in the direction of saying so quickly and elegantly.
August 15th, 2006 at 9:59 am
Great idea for my next post. Thanks, Chris.
August 16th, 2006 at 7:12 am
Chris is right, at least in my experience. It may work differently in other businesses, but for the most part you have to equipt people with some kind of “script” (complete with how to handle objections), and quite a bit of detail. If you don’t take this approach, people will try to talk others into it, which is usually weak and unsuccessful in a field where few have much of an understanding.
An alternative it to encourage people to just tell their story about their experience. That they know. They can tell it authentically and with genuine enthusiasm. It works well with even the least sophisticated among us. And they do not feel like there is any pressure – usually.
My experience in Biznik is that, at first, since I had none, I asked for Bizniks are articulate and have provided good testimonials.
The best testimonials though are the ones that come unsolicited – like the most recent one I got. It has a whole different feel.
I also know that Biznik do want testimonials, so I give one, of whatever detail and depth feels right, at every opportunity.
One feature of a testimonial is that it puts the giver out there as a contact for follow up if you are considering using someone’s service or buyng their products. You can always contact the people who gave testimonials and ask your questions.
DD
August 16th, 2006 at 7:44 am
Yes, I agree. The authors of a member’s testimonials are great references for that member’s product or service.
Click on the link to their profile and drop them an email.
Those listed in a member’s referral network are great references too. If you’re considering sending another member some business look through the people who also referred business to that member, and ping a couple of them for their experience.
August 16th, 2006 at 1:24 pm
I *love* testimonials! But asking for them is awkward. Especially since most of my communication with clients is through email. I’m adding a feedback page to my new website (will be up on September 1st) that I hope will encourage testimonials. On Biznik, however, I’ll use your suggestions!
Kisses,
Ms. Scarlett