Going to ask for testimonials can feel awkward, but testimonials are important for your brand and business. You don’t want to bother people. You don’t want to sound needy. But here’s the truth—strong testimonials can do more than just look good on your website. They can help you sell.
When someone sees a real person talk about how your product or service helped them, it builds trust. And trust leads to action.
So the real question is: how to ask for testimonials that actually help you sell and in a way that works? One that actually helps people feel confident about buying from you?
How to Ask for Testimonials That Actually Help You Sell
Let’s break down how to ask for testimonials that actually help you sell with clear, easy steps.
1. Ask Right After a Win
Timing matters. The best time to ask for testimonials is right after your client experiences a clear benefit. Maybe their website went live, their sales increased, or they thanked you for solving a problem.
Why? Because they’re excited. Their results are fresh in their mind. If you wait too long, they might forget how helpful you were—or get too busy to reply. Strike while the good feeling is still there. It’s easier to get a positive, detailed response that actually shows how your work made a difference.
What to say:
“Hey [Name], I loved hearing about your recent success with [specific result]. If you’re open to it, would you be willing to share a short testimonial about your experience?”
2. Make It Easy for Them
Your clients aren’t writers. If you ask them to “write something nice,” they might freeze or give you something vague like “Great service!”
That doesn’t help you sell.
Instead, guide them. Ask simple, direct questions. Give a short form. Or even write a rough draft for them to tweak. The easier you make it, the more likely they are to give you something usable.
What works well:
- What problem were you facing before working with me?
- What result did you get?
- How did you feel about the process?
This gives you structure. And structure leads to strong testimonials that build trust.
3. Ask for Specific Outcomes, Not Flattery
Flattery sounds nice, but specific results sell better.
Think about these two testimonials:
- “She’s amazing and so talented!”
- “She helped us double our monthly leads in just 30 days.”
Which one builds more trust? The second one. Buyers want to know what kind of results they can expect, not just how nice you are.
So when you ask, steer people toward the facts: time saved, money made, confusion cleared, stress reduced. These are the real proof points that help new customers feel safe to buy.
4. Choose the Right Clients to Ask
Not every client is the best fit for a testimonial.
If someone had a rocky experience or didn’t get a full result (even if it wasn’t your fault), it’s okay to skip asking them. Instead, focus on your happy clients who love what you do. These people are more likely to write something genuine, useful, and full of warmth.
Also, choose clients whose situations match your target audience. That way, new leads will see themselves in those stories and think, “If it worked for them, maybe it’ll work for me.”
5. Get Permission to Edit (Lightly)
Sometimes you’ll get a great testimonial… but it’s too long, too messy, or missing a key point.
That’s okay.
You can ask your client if you can lightly edit their words to make them more clear or focused—without changing the meaning. Most people are totally fine with this, especially if you send them the final version to approve before publishing.
Just be transparent. Always keep their original tone and intent. A well-edited testimonial is easier to read and more persuasive—but still feels honest and human.
6. Use a Friendly, Casual Tone When You Ask
People respond better when you talk to them like a human—not like a legal form or a robot.
If your message sounds too formal or stiff, the person might feel pressured or unsure. But if you sound warm, natural, and relaxed, it feels like a personal favor instead of a business request.
Think casual and kind.
Example:
“Hey [Name], I really enjoyed working with you on [project]. If you’re happy with the result, would you be open to sharing a few words about your experience? It would mean a lot and help others feel more confident in working with me.”
This takes the pressure off. It shows that you’re asking for help—not demanding a review. That small shift makes a big difference.
7. Offer to Highlight Them
Here’s a simple trick: make the testimonial about them, not just you.
Tell your client that their kind words will help others discover their business too. Mention that you’ll link to their website, tag their social media, or even feature them in your newsletter.
This makes it a win-win. They get more visibility. You get a strong testimonial.
Example ask:
“If you’re open to sharing a testimonial, I’d love to feature your business on my website and link to your page. It’s a nice way to show off the awesome results we created together.”
It turns the ask into a gift. And many clients will happily say yes when they realize they’ll get some free promotion too.
8. Collect Different Formats (Not Just Text)
Text testimonials are helpful—but some people connect better with visuals.
So whenever you can, try to collect different formats like:
- A short video recorded on a phone
- A screenshot of a thank-you message or DM
- An audio clip
- A case study with a photo
These formats feel more real and personal. They also grab more attention on your website or social media. Even a screenshot of a happy email or Slack message can add real power—because it feels unfiltered and honest.
Just remember to ask for permission before using any screenshot or clip in public.
9. Follow Up If They Forget
Sometimes people want to give you a testimonial… but life gets in the way.
Maybe they meant to write it and just forgot. Maybe they got busy with work or family. That doesn’t mean they changed their mind—it just means they need a little reminder.
It’s totally okay to follow up. Gently.
Try sending a short, kind message a week or two later:
“Hey [Name], just checking in! I know things get busy, but I’d still love to hear your thoughts if you get a minute. No rush at all.”
This reminder is respectful. It shows you care, but you’re not pushing. And often, that one small follow-up is what gets the testimonial.
10. Turn Testimonials into Stories
Don’t just copy and paste a quote onto your website. Use the testimonial to tell a quick story.
Stories are powerful. They help people understand the journey:
- What problem did the client face?
- What was your solution?
- What result did they get?
Even if you ask for testimonials and the client only gives you a few sentences, you can add a short intro or summary to turn it into a mini success story. This makes it more emotional, more persuasive, and easier for future clients to relate to.
Example:
“Before working with us, Sarah struggled to get consistent leads through her website. After we redesigned her homepage and added a new booking flow, her lead numbers doubled in two weeks.”
“I was shocked at how fast the results came. I finally feel like my website is working for me.” —Sarah T.
It’s more than a quote. It’s a story—and stories sell.
Final Thoughts
Knowing how to ask for testimonials that actually help you sell can be a game-changer. It’s not about collecting praise—it’s about using real words from real people to build trust.
Ask at the right time. Make it easy. Get specific. And keep asking.
Because in the end, people trust people. And when others share what worked for them, your future customers listen.
