5 Steps To Get Great Testimonials
   By Lee S. Schaffer

Small-business owners love to hear rave reviews about their products and services. Testimonials are living proof that your business delivers what it promises. For prospective customers, testimonials can be the exclamation point that moves them to buy from you.

Getting great testimonials isn’t difficult. It just takes planning. To get mouthwatering testimonials that help sell your products and services, follow these five steps.

1. Ask For Testimonials
   The best time to ask for a testimonial is as soon as you deliver a product or complete a service. But that’s not the only time to ask.
   
   If a client calls with a question about a recently-purchased product or service, use that moment to ask how the client has enjoyed the purchase. You can make notes of the conversation and follow up to get permission to use the testimonial (see step 5).
   
   The same is true if customers e-mail you with questions or comments. When you respond, take the opportunity to ask for a testimonial.
    
2. Ask Often
   You have plenty vehicles for requesting testimonials. Try them all to see which generates the best responses.
   
   Questionnaires give you a convenient way to solicit testimonials. You mail out a single page questionnaire and provide a stamped, self-addressed envelope for return of the testimonial. Or send a letter and request that customers simply fill out a testimonial postcard, which they return to you.
   
   You can also use a customer satisfaction survey to solicit testimonials. Once a year, send a short survey to all of your customers. Phrase your survey questions to elicit the specific types of testimonials that you need (see step 3).
   
   E-mail requests for testimonials work well too. Be sure you personalize the e-mail with the customer’s name so she doesn’t feel like she’s being spammed. It helps to include the name of the product or service the customer purchased, which personalizes the e-mail even more.
   
   Don’t forget your Web site. Include a link on your main page that lets customers provide their testimonials.
    
3. Ask For Specifics
   A testimonial that says “I loved your services” won’t wow prospective customers. It doesn’t emphasize a benefit and doesn’t motivate a prospect to buy from you.
   
   Compare the previous testimonial to this one: “I loved your services. You completed the project on time and under budget.” That testimonial is a keeper.
   
   You can prompt customers to give you the specific kind of testimonial you want. Just ask. Here are some examples:
    

   • Name one aspect of our service that you like most

   • Name one way our product has helped you

   • Name one feature of our product that you like most

   • How did our services make your life easier?

   • Tell us one reason you would do business with our company again
      

4. Use Unsolicited Testimonials
   Sometimes a testimonial falls into your lap. You get a letter or an e-mail or verbal feedback that raves about your business.
   
   Don’t let these testimonials slip away. Follow up. Get permission to use the testimonial (see step 5).
   
   If the testimonial isn’t specific enough, make a follow-up phone call. Thank the client for taking the time to express his thoughts. Then tell him that you’d like to know specifically what your product or service did to create such goodwill.
    
5. Get Permission
   Before you even think about posting a testimonial on your Web site or printing it in your marketing brochure, get permission.
   
   A simple release form signed by your customer is the easiest way to protect yourself. The release should include the full text of your customer’s testimonial. The form should state that you intend to use the testimonial in your promotional materials. It should also state that you have the right to edit the testimonial if you need a shorter version.
   
   Also get permission to use the customer’s full name, city and state. It makes the testimonial more believable. Comments from Lee Shaffer, Santa Fe, New Mexico, are more credible than comments from L.S., New Mexico.
   
   If you sell to businesses, a business name adds even more punch to the testimonial. But again, get permission from your customer first. To protect your client’s privacy, never publish an address, telephone number or e-mail address.
   
   

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