Five tips for collecting testimonials
Awkward, painful and invasive are words that arise when we think about collecting testimonials from our clients. But anything that's really valuable is worth working hard for. We do it all the time, so why not to help strengthen our position in the market?
Think about it, you are more likely to approach a company referred to you by friends or family than after seeing their advertisement in the newspaper. The same applies to your prospects. Even though people may be representing a company, they're still people. And the main reason they won't go to you is because they can't place your company in a context of other people's personal experience with your offerings. Testimonials are the tool to put your offer in perspective.
Take these tips into account when you make the leap and finally survey your clients.
- Timing. Send your new client the survey soon after the project is completed so the experience is fresh in their mind and they're keen to share their opinion with you.
- Format. Place yourself in your client's shoes and determine which format would be least time-consuming and most convenient for them. Consider a phone interview, face-to-face, digital through email or a website or maybe print it out on old-fashioned paper.
- Questions. Keep it short and simple with a maximum of eight questions.
- Follow up. Provide your customers with feedback on the results and what actions you're planning to take to improve your service. Consider a small thank you gift to show your appreciation.
- Testimonials. Allow plenty of space for comments as these will form invaluable testimonials. Ensure that the survey also includes a question asking for permission to use their comments in marketing materials.
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