Most of us ask for testimonials. And if we follow up and pester our customers enough, we receive testimonials. Are stories. And stories potentially have power and grace, flow and rhythm. Look around you and you’ll see none of that in most testimonials. Limp testimonials are a fact of life because clients don’t always know how to give testimonials and we often don t have a clue about how to ask for testimonials. We re going to fix that today by examining six key questions you can use when asking for testimonials. Some folks may use slightly different terms for Question 6, like What was your main concern about buying this product?Lost messages On Tinder
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You can tailor this question for your specific product or service, but don’t stray too much away from asking about objections and obstacles it’s critical to learn about objections and the reasons why this customer (and others) may have been hesitating to buy. We ask this question because no matter how ready the customer is to buy, there’s always a hitch. The hitch could be money, time, availability, or relevance or a whole bunch of issues. When you ask this question, it brings out those issues. And it does something more. When the client reaches into his memory to see what could have been the deal-breaker, it gives you insight into issues you may not have considered. , and it s often something you may not have thought of. So when the customer brings up this obstacle, it presents an angle that’s unique, personal, and dramatic. This question is important because it defuses that obstacle. When a client answers this question, he talks about why the purchase was worth it, despite the obvious obstacles. If you ask the customer to focus on the entire product, his response may be vague. That s why you want to focus on a single feature or benefit that the customer liked most. This method brings out that one feature in explicit richness and detail. Since you already got information about one important feature, you can now go a little wider and see what else the customer found useful. You can substitute the number three with two or even remove the number completely. But the number does make it easier for your customer to address the question. It lets her focus on a limited number of factors and give you the ones that were most useful to her. You may not think this is an important question, but psychologically it’s very important. When a customer recommends something, there’s more than your product at stake. The customer’s integrity is at stake too. Unless the customer feels strongly about the product, she won’t be keen to recommend it. And when she does recommend it, she communicates to prospective buyers: “Hey, I recommend it, and here are the reasons why!
”At this point, the customer has often said everything she has to say. But there’s never any harm in asking this question. The questions before this one tend to warm up the customer, and sometimes you get the most amazing parting statements that you never could have imagined. This detailed method of constructing testimonials brings us to a very interesting observation: the testimonial is the answer to the objection. What was the obstacle that would have prevented you from buying this product? That obstacle the customer talks about is really their biggest objection. If you did your homework and interviewed a potential customer, you’d hear objections such as: Even if you have already addressed objections earlier in your, prospects get a third-party perspective when current customers also defuse objections in testimonials. A third party is always far more believable to your prospective customers. And because each testimonial is specifically linked to an objection, it systematically reduces the risk. You may want the customer to talk about expense, distance, or comfort. But the customer may want to talk about her fear of seasickness or dangerous animals. So, how do you control the angle? You’re in the business of helping construct the testimonial. You ask questions that give the testimonial structure you don’t need to control the process. But that doesn t mean you can t influence responses. Here’s how you attempt to get the angle you desire. Reach out to the customer. Ask him if expense, distance, or comfort was one of his big objections. If he says yes, follow up to find out the specifics of why expense, distance, or comfort was an issue. But if he disagrees, and mentions a completely different issue, keep following that customer’s train of thought. That feedback reveals an objection you hadn’t considered, and it may be a valid objection that hasn’t come to your attention yet.
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However, you may decide that the stray objection isn’t worth pursuing and you can’t use the objection and corresponding testimonial. No problem. If you decide you can’t use the testimonial, you can always reach out to other clients to get the angle you’re looking for. With this process, you’re going to get the exact objections and exact testimonials that help defuse key objections. Which means that the testimonial is going to do some real grunt work to overcome objections. Testimonials are so powerful because they re delivered from a third-party perspective rather than the point of view of the seller. When a customer produces a testimonial that is rich in detail and emotion, the testimonial becomes complex but also believable. And that’s the main job of the testimonial. Editor s note: This is the second part of. The original version of this post was published on April 8, 7565. Sean D'Souza runs a zany marketing site at Psychotactics and deconstructs headlines in his spare time. Learn how to assemble (and audit) your headlines in seconds with Sean's powerful headline report, when you subscribe to the Psychotactics Newsletter. And don't miss his binge-worthy, music-filled podcast, The Three Month Vacation. Explore all the amazing things you can do with a StudioPress Site, and you’ll understand why this is way more than traditional WordPress hosting. This is an amazing post! Thanks for sharing this information. As a business owner, I can apply this ASAP! I bought The Secret Life of Testimonials a few weeks ago. It s a great ebook I already used it to solicit several LinkedIn recommendations, and I used Sean s framework to write testimonials for others. Totally worth the $95. 95. Thanks Karl.
Testimonials may seem pretty simple, but it s an extremely deep and interesting topic. These work fine in reference to products, but what about questions that relate to services? One of my clients is a business consultant, so he doesn t sell products. Any suggestions? I ve just come across this great post, and have immediately created a survey form through SurveyMonkey to ask recent clients for their testimonials. One of my first queries was the same as yours I offer services, not products. But that s ok it s just a matter of re-wording the questions a bit, eg what specific feature did you like most about our service? My next question is how do we compile those answers into a usable, effective testimonial? I like systems, so let me think this one through and get back with an answer. Just for the record, I mostly run it as it is, but I m sure I do some things in a sub-conscious way. Not an exact one but you both Down and Jacob can consider below set of questions, which I always asked my clients for a perfect testimonial. I hope this will help you to get the best testimonial from your clients. Our clients have a mix of products and services. And there s training too. When you ask the questions, you re taking the client on a journey. The before/after is the MOST crucial of all. Most testimonials start off sounding overly sugary. And we all walk into a situation with a healthy dose of skepticism. So the before/after is the part that cannot be ignored. We have services too: the Article Writing Course or the headlines course is a service/training. And we ask similar questions. Just substitute services (specific name of service) for products and you ll get some amazing insights into how clients see your business.
That s the key: to see your business from the client s eyes. The fact that they praise you as well, well, that s a big bonus. This is the best thought out strategy for obtaining testimonials that I have ever read. That it manages to also act as research to find out more about customers thinking is a real bonus. You see this all the time on the web when Blogger 6 ‘recommends’ Blogger 7 who in turn bigs up Blogger 6 and so on. Because we re not after testimonials? We re after an experience that the client has been through. That experience is read by other clients. If you re only after sales, then everything can be very tidy and short. But if you re after great clients then the depth of the questions elicits a 6555 word experience. Others read that experience and decide to join. If you get to any of our live courses, online courses etc. The one repeated statement is: How do you manage to get such great people in a single room/course? The answer is a combination of testimonials and barriers. But it s the testimonials that drive the painful clients away and attract the ones we want. Finally! This is the best outline for helping customers write a testimonial that I have ever seen. Great work Sean. You product looks good as well. Since I love putting in my two-cents, the only thing that I would add is a #7 that helps lock up the sale months later, and prevents returns which would be Now that you have used it for awhile, what one thing does this product do, that no other like-product can? What you re looking for is the uniqueness.
That s what no other product/service delivers. While this 6 part testimonial is a starting point, I will go on to ask as many as 67 questions. These questions are for a course, but could apply to a service just as easily or to a product. You have to tweak it a bit to make it work for you.