5 Effective Strategies for Gathering and Utilizing Customer Testimonials
Getting great testimonials isn’t something that just magically happens—it takes a bit of effort and some smart strategies.
Here's the problem. Most of you never even ask! My father always said you get 100% of the things you don't ask for.
Trust me, I’ve learned this the hard way. Consistency is key here, and it’s worth every bit of the effort. Testimonials aren’t just nice words; they’re potent stories that resonate way more than a list of features ever could. So, let’s talk about five tried-and-true ways to capture and use customer testimonials effectively. Because at the end of the day, people connect with stories, not specs.
1. Timing is Key
Getting the timing just right is like hitting the sweet spot in any relationship—you want to ask customers how they feel at the exact moment when their satisfaction is at its highest. This is usually right after they've seen the best results from your product or service.
For example, if you just helped a client boost their leads by 30% with your marketing campaign, that’s your moment. Reach out while those results are still fresh and exciting. Trust me, they’ll be far more enthusiastic—and more likely to sing your praises—because you caught them in that golden window of positivity.
How to do it:
Use follow-up emails triggered by specific milestones (e.g., after delivering a successful project or providing a consulting session).
Monitor positive interactions, like when a client sends an appreciative message or thanks your team in a meeting. That’s your moment!
2. Simplify the Process
We’ve all been there—drafting the perfect email or answering detailed questions can feel overwhelming for a busy client. The easier you make it for someone to leave a testimonial, the more likely they’ll actually do it.
Consider implementing online tools or creating templates. For example, tools like Google Forms, Typeform, or even direct text prompts in emails allow users to share their thoughts conveniently.
Pro tip:
Provide structure with examples or a few guiding questions like:
"What specific problem were you trying to solve before hiring us?"
"What results did you achieve after working with us?"
"How would you describe your experience to a colleague?"
This gives them a framework while still allowing for authenticity.
3. Leverage Incentives
Humans love rewards—it’s just how we’re wired. And yes, even when it comes to sharing their opinions. Offering incentives (as long as it’s done ethically) can be a smart way to encourage more customers to leave testimonials. Think of it as a win-win: your customers feel appreciated, and you get valuable feedback to showcase.
For example, you could offer something like:
A discount on their next project or subscription.
Exclusive access to a webinar or resource.
An entry into a giveaway for a popular product or service.
When I was building my business, I learned to take case studies seriously—so much so that I would sometimes add a percentage increase to the scope of work if a client didn’t allow us to use their project as one.
Now, this wasn’t something I did often, only in extreme cases. But the takeaway here is that case studies and testimonials are valuable tools for growth, and if you’re trying to establish your business, it’s worth thinking about how you approach them.
Be transparent about your process. Clearly state that their feedback will be used to fine-tune your service and help others make informed decisions. It’s a win-win situation, without compromising trust.
4. Make It Personal
Nobody likes to feel like one of a crowd, especially your clients. Personalizing testimonial requests demonstrates that their opinion really matters to your business.
Refine your approach based on their individual experiences:
Address specific elements of your collaboration. For instance, highlight a challenge you solved or a creative feature they loved in your product.
Use first names and reference their project to make the tone conversational and thoughtful.
Even better? Assign team members who worked directly with the client to make the request. That personal interaction carries weight and increases the likelihood of a response.
5. Showcase Testimonials Effectively
Collecting testimonials is only half the battle—you’ve got to put them to work! A glowing testimonial doesn’t do much good buried in an inbox. The trick? Strategic placement and variety.
Ideas for showcasing:
Website: Designate a testimonials or “success stories” page tailored for prospects browsing for credibility.
Social Media: Turn shorter quotes into engaging posts with visuals that grab attention.
Email Marketing: Feature snippets of testimonials in your email campaigns to amplify trust with your audience.
Case Studies: Combine testimonials into narrative case studies that highlight the full impact your company delivers.
Proposals (my personal favorite): Add testimonials tailored to the industry or service the proposal addresses. It makes every pitch exponentially more compelling.
The key is to match the testimonial placement with where your prospects engage most often. Showcase results in real, relatable scenarios that future clients identify with.
🎁 Wrapping It Up
When it comes to customer testimonials, quality beats quantity. A few impactful, well-framed testimonials can communicate trust far better than a long list of bland praises.
Here’s what you should remember:
Ask at the right time.
Make the process short and simple.
Offer value in return for feedback.
Personalize your requests.
Use testimonials strategically to amplify your marketing.
At Schmidt Consulting Group, I help businesses like yours craft customer-centric marketing strategies and leverage social proof to grow faster. If you're ready to accelerate your agency, reach out—I'm here to help.
