BY Jessica Helinski
Sellers are having trouble getting referrals, according to SalesFuel’s Voice of the Sales Rep study. Not knowing how to ask for sales testimonials can spell trouble, as referrals are a major influence on purchases.
35% of B2B salespeople say gaining referrals and testimonials is a top weakness. And that percentage grows with age, jumping to nearly half (46%) among baby boomers.
There are many reasons why reps are struggling. It can be uncomfortable to ask for a testimonial, as Rachel Cagle points out for SalesFuel.
“Some salespeople may feel awkward about asking for praise from clients, even though it will help influence new business in the future.”
But like Cagle explains, the benefits of testimonials must outweigh any discomfort that comes with soliciting them.
Additional research from SalesFuel highlights their importance among buyers. Before a buyer even meets with a vendor, 38% actively seek out testimonials and reviews. The percentage rises even further for large companies, likely reflecting increased caution stemming from larger budgets and a greater number of stakeholders.
An additional 41% say that a testimonial from a satisfied customer can influence their buying decision if it seems legitimate. Clearly, positive experiences from third parties can be what pushes a deal to close.
If you’re one of those who struggles to ask for a referral or testimonial, it may be because you’re unsure of best practices. Learning them can give you the confidence and skills to start asking successfully.
How to ask for sales testimonials?
Timing
First, when it comes to soliciting referrals and testimonials, timing is key. It’s vital to wait until you’ve actually earned the praise you’re seeking. This, David Jacoby of TD points out, is a common mistake. Sellers often ask before giving the buyer a chance to benefit.
“The ideal time to ask for a referral is right after the client has benefited from your product or service,” he explains.
To ease uncertainty about timing, he suggests looking for cues. An easy one? They give you a compliment.
Thank them and then ask if there is anyone else who they think would benefit. Or see if they’d be interested in writing a quick testimonial for you to share.
You can also be proactive regarding the timing of your ask. Close’s Steli Efti points out that reps should already be keeping an eye on how clients use their solution. Efti suggests using any milestone or win as a catalyst to asking.
“Reach out when you notice a customer performing well — and ask them for referrals,” he writes.
“You can also monitor social media and other review sites for positive feedback, which is usually given directly after a positive experience with your company.”
Make it easy
For those unsure of how to ask for sales testimonials, it’s important to know that the process must be easy for clients.
Clients have different comfort levels when it comes to sharing feedback, Director of AdMall Sales Denise Gibson explains.
"The easier I make it for clients to share their feedback, the more likely they are to give a testimonial. It’s all about removing barriers and making it simple."
By giving clients multiple ways to share testimonials, you make it easier for everyone to participate. This, in turn, boosts the chances that they will agree. Writing for HubSpot, Rami El-Abidin shares ideas to diversify how they can share:
- Short blurb: Clients write responses guided by questions (which you can put into a concise blurb).
- Quick video: Customers film themselves for a short (think 30 seconds) video.
- Social media takeover: Clients share their stories on your company’s social platforms.
- Zoom call: Conduct and record live testimonial interviews remotely.
- Podcast guest: Clients tell long-form stories on your podcast for deeper engagement.
Obviously, for more in-depth testimonials, a sit-down video or interview would be in order. But for a typical testimonial or review? These convenient options can help encourage clients to share.
Sellers shouldn’t feel uncomfortable asking for referrals or testimonials. With the right approach and timing, they can confidently request feedback, making it easier for clients to share their experiences. This inevitably will boost sales and strengthen relationships.
Photo by Vitaly Gariev on Unsplash
