The Art of Asking For Testimonials & Referrals
The art of asking for testimonials and referrals isn’t really an art — at least in terms of an artisan skill or craft that can be learned. It isn’t rocket science either. And there isn’t a one-size-fits-all set formula that universally works for all brands.
There are, however, two truisms that apply universally:
- If you don’t ask for any, you likely won’t get them.
- If you ask the “wrong” way, you’ll likely damage your client relations (and possibly even your brand reputation.)
Yikes.
It’s a delicate balance for sure. Therefore asking for testimonials, reviews, recommendations, referrals, etc. does require a bit of artistic finesse. Don’t worry if you’re not an artist though. It’s about understanding your clients, your sales cycles, and perhaps some trial and testing while you get comfortable with your own unique “ask” strategy.
Here’s how to develop your own “Asking For Testimonials & Referrals” strategy:
1) Get over your fears and ask!
I know you know this, but countless businesses fail to ask simply because they’re afraid of being told “no”, or doing it wrong. Typically clients tell us “I don’t know how…“, but after providing a recommended ask strategy, many still fail to implement. Why? Because it’s really not about the how, it’s a fear of rejection, or worse – fear of soliciting a testimonial only to have it be full of negative comments.
2) Stay on top of customer feedback.
So of course, to get fewer “no’s” and prevent negative reviews, you need to know how your customer feels about your product or service before you ask them for a referral. If you’ve been checking in with them on a regular basis, you’ll know whether or not they’re a happy, satisfied customer that would provide a positive review for you or not. Just remember that if you ask for a testimonial or referral from an unsatisfied customer, you will likely add insult to injury. Few things are more infuriating for customers that have had, or are having, a negative brand experience than to then be solicited for a positive review or a referral recommendation before their customer concerns are addressed.
3) Timing is everything.
If it makes sense for your business, ask for testimonials and referrals (and even for feedback) while you’re doing business with them. All too often brands wait until after completing a specific service offering for a customer, thinking that it’s too soon for an ask. Statistically, customers are more likely to respond to testimonial and referral asks before transactions are closed, rather than after. Quite possibly due to the “out of sight, out of mind” syndrome of today’s busy society. Of course, in some instances — particularly if you’re selling products rather than services, it’s okay to wait until the sales process is through, and in fact might be necessary in order for them to have time to evaluate your product or services.
If given the opportunity, the best time is always in response to unsolicited positive feedback from your customer.
If you happen to be on a phone call with a customer who says something positive about your product/service, after acknowledging their comment and concluding the purpose of the call, don’t hang up until you make the ask!
If you receive a thank you note or email, or some other positive recognition from a customer, seize the moment immediately. Again, depending on your own unique process, that could be in the form of a reply email, letter, or phone call, but a good rule of thumb is to always respond via the same manner the customer used. (I.e.: if they sent an email, respond with an email; if it was a thank you note, mail an actual letter; etc..) Remember to acknowledge whatever they initially reached out about first though.
4) Get personal.
Another no-brainer maybe, but if you’re going to ask someone to spend their valuable time personally writing a testimonial, recommendation or review, a personalized ask is way more likely to generate a response than simply sending them a form letter or automatically generated request from your content marketing software. Again though, depending on the size of your operation, your own sales cycle and customers, take that with a grain of salt – remember there isn’t a one-size-fits-all formula for this, so only you can determine how best to ask.
5) Make it easy for your customers.
Whatever method you employ, remember you’re asking them for a favor. Make it as easy as possible for them! If you’re asking for online recommendations, reviews, or testimonials, provide links via email. (Have a follow-up email template drafted and ready to send out immediately after you get off the phone with customer asks.) If you’re seeking referral names and contact information, send them a form or something easy for them to complete.
Remember too that everyone is busy. Even customers that truly love your brand and have the best of intentions of responding favorably aren’t necessarily likely to put this as a priority for their day. Be prepared to follow up with them once you’ve received a “yes”, and see if there’s anything you can do to assist with the process.
6) Thank those who respond afterwards!
When a customer takes the time and energy to provide you with whatever you’re asking for, be sure to acknowledge and thank them. In the case of testimonials or such, a simple call, email, or thank you note can be sufficient. If you’re asking for referrals for additional business, you might consider a more substantial thanks, such as an appreciation gift. This could be anything from a token promotional product or a gift card, to something more elaborate and integrated with a fully developed referral incentive campaign strategy.
A couple quick notes about soliciting and unsolicited online reviews:
- Listing sites such as Angie’s List and Yelp, strictly prohibit soliciting of reviews. Trust us, they’ll know if you send out a generic form letter to your client database and suddenly start getting a gazillion new reviews all at once…
- Depending on certain listing sites (like Yelp), and your user settings for notifications (like LinkedIn), you might not always be notified when you receive new online reviews out of the blue. Monitor your profile sites regularly so you can be sure to thank those who provide a positive review, or respond appropriately to negative reviews.
Need a personalized “Ask Strategy” for your company? Give us a call!