It’s time to help others help you help you.
It’s time to get your brand evangelists to tes-ti-fy!
It’s time to bring testimonials to the forefront of your marketing objectives and let your good work be shared by those who appreciate your efforts.
Testimonials build instant trust. They are as close to word-of-mouth advertising as you can get. Best of all, testimonials can fit any media from broadcast to print, social media to Web. Testimonials solidify existing relationships and give you, the client, insights into what aspects of your company provide the most value.
But man, they are awkward to get.
Maybe it’s a Midwest Manners thing, but asking for testimonials can be unsettling. I’ve come up with ten reasons, more like excuses, why business professionals avoid asking for testimonials. Here’s what used to stop me. Listen to your inner advisor so you can go out and get the street cred you deserve. This is me helping you help you to get customers to help you help you.
What’s Awkward
1. You Feel Like You’re Pressuring the Testimonial Provider
Devil’s Advocate: By asking someone to give a testimonial, you’re basically asking them to pledge undying allegiance to your brand.
Guardian Advisor: You gave your customer a wonderful experience. They may go elsewhere, but you did your job well. They know it. And that’s all you can do.
2. You Feel Pressure on Yourself to Perform
Devil’s Advocate: You bent over backwards for one customer. Now you’re going to have to bend over for every customer.
Guardian Advisor: Yes, you will have to step up and perform – to follow through and be the best. That’s the point.
3. You Feel a Testimonial Costs You a Favor
Devil’s Advocate: You’re begging for a recommendation. If they help you out, you’ll have to hook them up from now on.
Guardian Advisor: They’re already a loyal customer. Why not reward them for their patronage? That’s retention. Besides, maybe they would like a little face time in the media even if it’s to promote your company.
4. You Feel Like You’re Bothering Them by Asking for Too Much
Devil’s Advocate: Isn’t their business enough? These people are busy as it is. Don’t waste their time.
Guardian Advisor: So, don’t waste their time. Talk to them when they’re in your shop – on their time.
5. You Feel Like the Client Might Not Really Be Happy
Devil’s Advocate: Asking a customer to analyze his or her experience may expose a problem in your company and cause them to go elsewhere.
Guardian Advisor: Don’t be paranoid. And if there is a problem, wouldn’t you like to know about it? Seems like good customer service to me.
6. You Feel Boastful
Devil’s Advocate: To get a testimonial, all you have to do is ask someone to gloat about you. Beat your chest a little more, why don’t you?
Guardian Angel: You’re not asking for praise. You’re asking for honesty. Be up front about what you want to do and be sure to remind your customer that you aren’t looking for sound bites and ad copy. You’re looking for genuine feedback.
7. You Feel That Perfect Timing is Critical
Devil’s Advocate: Wait until the time is right as you only have one shot at getting the perfect testimonial.
Guardian Advisor: Usually great testimonials come from successful clients who have extremely busy schedules. There may never be the “perfect” time to ask for a testimonial. Don’t let the quest for perfect timing be a roadblock, ask now.
8. You Feel It’s Impolite to Ask
Devil’s Advocate: You wouldn’t ask your customers to help you move. You wouldn’t ask them to bring baked goods to a client appreciation night. Why would you ask them to supply the content for your marketing?
Guardian Advisor: It is an awkward feeling to ask a customer for help. But get over your doubts and ask. If they say no, so be it. You’ll never know what gems they might tell you. The reward of a great testimonial far outweighs what little satisfaction you’d get from hiding behind humility.
9. You Feel Like You Don’t Want to Expose Your Client
Devil’s Advocate: By getting and promoting a testimonial, your competitors will know exactly who your clients are and potentially pursue their business.
Guardian Advisor: If the value you provided to the client was intend strong enough to produce a testimonial, you have no reason for concern.
10. You Will Feel Weird if the Client Says No
Devil’s Advocate: If the client says no, you will have a hard time facing him/her in your next meeting since you were shot down a blaze of glory.
Guardian Advisor: If you ask in the right manner, the client will feel honored that you considered them for a testimonial. Just asking may enhance your business relationship.
Don’t listen to the inner demon telling you all the reasons why not to ask for a testimonial. If you value proven marketing, if you want to improve customer relationships and if you want to expand your customer base, it’s time to get over your worries and start taking action.
If you still feel uncomfortable about asking for testimonials, we’ll do it for you. Have us help you help you get clients to help you help you. We tackle absolutely every marketing task and are willing to ask. Sit down and talk with us. There’s no obligation, just conversation.
Read December’s Absolute Truth for the second article in the three-part Testimonial series that will explore practical approaches to asking for a testimonial.