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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?

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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.

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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:

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