You can tell a potential client that you are reliable, professional and great at what you do. You can put it on your website, your brochures and every social media post. But when someone who has actually worked with you says it, the message lands in a completely different way.
That is the power of a testimonial. It is not you talking about your business. It is a real person, with a real problem, explaining the difference you made for them.
For many potential customers, that is the final piece of reassurance they need before they pick up the phone.
Why testimonials work so well
Most people are cautious when they spend money with a new business. They want to know that they will get what they pay for, that you will be easy to deal with and that someone like them has already taken the leap and been happy with the result.
A good testimonial answers all of those questions at once. It demonstrates your professionalism and expertise in a way that feels honest and believable, because it comes from someone with nothing to gain by saying it.
Testimonials can help you:
- Build trust with people who have never worked with you before
- Show the real outcomes of your product or service, not just the features
- Overcome doubts and objections before they become a barrier
- Turn warm leads into paying customers who know what you can do for them
Your happy clients are already your best salespeople
Think about the clients who have told you how much you have helped them. Perhaps you saved them hours of stress, solved a problem that had been bothering them for months or simply made life easier. Those conversations are gold, but too often they stay private.
Most satisfied clients are more than willing to share their experience. They just need to be asked, and ideally given a little guidance on what to say. The difference between a vague “great service, thanks” and a testimonial that genuinely sells your business usually comes down to the questions you ask.
How to ask for a testimonial
Asking can feel awkward at first, but a simple process makes it much easier:
- Choose the right moment. The best time to ask is straight after a win, such as finishing a project, solving a problem or receiving a thank you from the client.
- Make it easy. Send a short list of questions rather than asking them to write something from scratch. A blank page is daunting for anyone.
- Ask about the journey, not just the result. The most compelling testimonials explain what life was like before, what made them choose you and what has changed since.
- Ask permission to use their name and business. A testimonial with a real name, business and even a photo is far more believable than an anonymous quote.
- Say thank you. A quick note of appreciation goes a long way, and it strengthens the relationship too.
The questions that get the best testimonials
Good questions guide your client to tell a story that a future customer can relate to. Here are a few of our favourites:
- What problem were you trying to solve with our product or service?
- What made us stand out from the other options?
- What was the obstacle that almost stopped you from going ahead?
- What have you been able to achieve since working with us?
- What would you tell someone who is considering our business?
That third question is particularly powerful. If a client tells you that price, time or uncertainty nearly held them back, and then explains why they are glad they went ahead anyway, that testimonial speaks directly to the next person sitting on the fence with the same concern.
Put your testimonials to work
Once you have collected a few, do not let them sit in your inbox. Share them on your website, in your email newsletters, on your social media channels and in your proposals. Place them close to the point where people make a decision, such as next to your contact form or pricing page.
Keep collecting them, too. A steady flow of fresh testimonials shows that your business is consistently delivering, not just that you had one happy client a few years ago.
Measure the difference
As with any part of your marketing, it pays to keep an eye on the results. Are more enquiries converting into paying clients since you started sharing testimonials? Is your average sale growing? When your bookkeeping is up to date and your reporting is clear, you can see these changes in real numbers and know exactly what is driving your growth.
Download your free testimonial question guide
To help you get started, we have put together a free testimonial question guide. It includes nine carefully chosen questions to send to your clients, designed to draw out the problem they had, why they chose you and the results they have achieved since.
Download the free testimonial question guide and start collecting powerful reviews from your happy clients.
We are here to help you grow
At Nova Business Services, we believe that understanding your finances puts you in control of your business. While you focus on delighting your clients and growing your reputation, our team can look after your bookkeeping, payroll and reporting so you always know exactly where you stand.
If you would like to chat about how we can support your business, give us a call on 1800 668 225 or get in touch through our website.
