In the world of marketing, especially high-dollar B2B marketing, customer testimonials provide valuable social proof and credibility. In part 1 and part 2 of this series, we examined the importance of testimonials as brand currency. In this last part of the series, we’ll explore the best ways to gather quality testimonials that will go a long way toward illustrating your company’s value from the best possible resource: those who have worked with you closely.
Identifying the ROI You Delivered
Before approaching a client for a testimonial, be critical about the level and value of ROI you have delivered. Was service delivery best in class? Would the client recommend you to other companies without hesitation? Knowing that the client has seen success will increase the chances that they will not only respond to your request, but also give a powerful endorsement.
Leveraging the Relationship
It's also very important to consider the relationship you have with your clients. Don’t forget about customers that have been with you for years; longevity it a good gauge of quality. Capitalize on new successes too while the results are still fresh and customers are seeing the value of your product or service. In every case, be sensitive to what’s happening in their world. If you know about a recent company set-back or personal circumstances, wait until a better time for your request.
Directing the Feedback
Once you have identified clients who will be your best cheerleaders, provide them with a guide for writing a testimonial. This allows you to address specific aspects of your product or service and makes writing the testimonial as effortless as possible for your client. The framework should be structured yet flexible.
Potential questions could include:
- Can you describe the main challenge or problem you were facing before you decided to work with us?
- Why did you choose our company over others?
- How did we solve your problem?
- What top three key benefits have you realized by working with us?
- How has our solution specifically helped your business, operations or daily activities?
- How would you describe your experience with our customer support and team members?
- How does the outcome from our solution compare with your initial expectations or previous experiences?
- What aspects or features of our product/service did you find most valuable and why?
- Why would you recommend our products/services to others in your industry?
- How do you envision the role of our product/service in the future development of your business?
These questions are just examples and you would ideally want to keep the interview to ten minutes or less because, after all, your client is doing a favor for you.
Don't do it by Email
Depending on your business model, customer testimonials should ideally be done in realtime (phone/zoom/in person), versus by email or a web form. Testimonials are very personal ways to hear clear, valuable insights from your customers. These types of discussions can also be an avenue to hearing about new business opportunities, feedback on your service team and possibly competitor information.
Authenticity Above All
While it’s tempting to curate polished testimonials, don’t compromise authenticity. Prospective clients want to hear about genuine experiences and relatable challenges. Ensure that testimonials reflect the client’s true experience, don’t sound like an overt sales pitches and highlight the real-world applicability of your solution.
Get Permission
A testimonial backed with a real name, title and company amplifies credibility in spades. Whenever possible, also include a picture to add a human touch. Ensure your clients are comfortable with the information being shared and respect their preferences regarding disclosure. If they are hesitant, see how much information they would be okay with sharing; for example, could you use their last initial instead of their full last name or use their title and company name only?
Acquiring meaningful client testimonials requires some nuance intertwined with forethought. By focusing on ROI and ensuring authenticity, B2B companies can build credibility and trust around their brand. When you begin reaching out to your clients, remember that each testimonial is not merely a positive review but a narrative that adds real-world experience to your narrative.
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Your B2B Marketing offers customized solutions to marketing for your Business to Business company. Our team has 30+ years of experience, staffed with people from a variety of international backgrounds. We offer a marketing plan that gives you what you need and nothing that you don't.
