How Should I Request Testimonials From My Clients?

Why Do Client Testimonials Matter?

Genuine and credible testimonials can be one of the most powerful — and cost-free — marketing tools. They are the gold standard for establishing your coaching credibility

It's not what you say about yourself that really matters when it comes to attracting new clients. What matters to prospective clients is what those who have already experienced your coaching say about working with you.

Coaching is a deeply personal and often transformative experience. But prospective clients don’t know what the actual experience of working with you feels like. Testimonials allow your clients to express things like:

• What challenges brought them to coaching
• What changed through working with you
• What were the results they experienced
• Why they recommend you

They will see your life coaching client testimonials as "social proof" that you actually get results.

However, for some coaches, how to request a recommendation, that is say nice things about your coaching can be a challenge. For instance...

• You may be reluctant and even a little embarrassed to ask for one.
• The client may find it hard to express the benefits in a way that works as a coaching testimonial..., even if they indicate they are delighted with the result.

The solution is to set up collecting your life coaching client testimonials by asking the right questions so it is easy for the client to share their wins and results.

With this in mind, here are four hassle-free ways to approach this that have worked for me...

What are the Best Ways to Get Authentic Testimonials?

1. Include the request for a a testimonial in your intake pack.

If you have an intake questionnaire for new clients, include something like, “At the end of our coaching session/series, if you are happy with the result of my coaching, would you be willing to give me a testimonial and describe the benefits you experienced?”

2. Record the benefit of each session for a future testimonial

At the end of each session, ask the client what benefit they received or what they learned.

Keep notes for future reference, especially anything they say that is a breakthrough or something that highlights your coaching skills. You can refer back to it when the time comes to ask them for a testimonial, usually at the end of the coaching series or program.

3. Use a coaching evaluation questionnaire

At the end of a series of coaching sessions, ask some feedback questions about your coaching either in person or by email. The coaching completion session page includes a list of suggested feedback questions you can download.

Use it to help you compile your own questions to ask the client about how they experienced your coaching and what they have achieved.

4. Helping a willing client who's stuck for words?

Some clients are willing to give you a testimonial but are unsure how to write it.

If this appears to be the case, ask if they would like you to put something together from your notes as I describe in Step 2. This also helps avoid the client putting their life coaching client testimonial in the "I'll get around to it" or "too hard basket" because they’re unsure how to describe their experience.

Send or read what you have written to the coaching client, being sure to acknowledge how much you have enjoyed working with them.

Write or say, “This is what I have put together from my notes on our sessions. Do feel free to correct or edit it in any way.”

Rarely have I found the happy client makes any alterations. They are just pleased to have you do it for them.

How Do You Create Genuine and Powerful Testimonials?

These three strategies will make sure your testimonials will grab interest and engagement.

1. Get permission to identify the client giving the testimonial

A testimonial without any identification has no real credibility. In fact, it can even look as if you have written it yourself.

So, wherever possible, get permission to use the client's name and/or location and profession. However, if this is a problem for the client, try asking if they are happy to use only their first name or some initials and a broad location and/or occupation.

2. What should you do with a testimonial that is just too long?

It can be wonderful to receive unsolicited testimonials.

You will get them if you have happy clients but unfortunately they may be too long or inappropriate to use in their entirety.

My solution was to pick a sentence or two of the most powerful parts and feature those as a quote. You could link “to read this full testimonial” on your website or say, “This is an extract, the full testimonial is available on request.”

Alternatively, edit it yourself and ask permission of the client to use the shorter version, pleading lack of space as a reason.

3. What do I do if coaching prospects want to contact former clients for a reference?

If you are OK with referring former coaching clients to prospects, make sure you get permission from any past clients before you pass on contact details.

Even though the happy client may have provided a great life coaching testimonial, it is not good etiquette and an invasion of their privacy to give out their contact details without first getting their permission.

It can also be very helpful to give the former client a little information about who is likely to contact them.

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 What about video testimonials?

As well as written testimonials, a video testimonial from a client is a very powerful way of recommending your coaching. On this related page I've  created a guide to successfully using video for testimonials and cover both content and production.  

Should You "Swap" Testimonials?

There is a trend among some new coaches, wanting to establish their credibility and attract clients, to offer free coaching, either a single session or a series, in exchange for a testimonial they can use. Sometimes new coaches do this as an exchange with other new coaches.

It's called quid pro quo which, literally translated, means something given in exchange for something else (or you scratch my back, I'll scratch yours😀).

I really can't recommend this as away to get an authentic, credible testimonial In my view, is actually out of alignment with the values of a profession built on trust and authenticity.

It would be much better to offer free or exchange coaching and wait until the coachee voices their appreciation for your good work. Then request a testimonial using one of the suggestions I have shown.

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So there you have it. I've shown you how requesting a testimonial can be an easy and stress free process and one that is important to practice and master.

Remember genuine and authentic testimonials are the gold of marketing tools and a free way to showcase your successful coaching results and grow your coaching business.

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