As you may (or may not) already know, customer acquisition is getting harder than ever.

In an age where competitors are popping up everywhere and customer acquisition costs are rising, it simply isn't sustainable to expect that closing new customers will fuel your business' growth. The key lies in your existing customers.

The hard truth is, potential new customers don't trust your marketing content and your sales reps as much as they trust recommendations from real people. Customer reviews, testimonials, and recommendations from friends play a huge part in a customer's research process to determine which company to give their business.

Testimonials can be a particularly powerful deciding factor. Whether they're written, visualized, or recorded as a video, the glowing recommendation of a happy, successful customer can go a long way. It's all about how they tell the story, and these questions can draw out a story that will be the most convincing sales pitch your customers have ever read.

Download The Ultimate Guide to Customer Reviews

10 Testimonial Questions to Ask Your Customers

1. What was it like before you had our product or service?

This question will prompt your customer to paint a picture of how bad they had it before buying your product or service.

2. What problem(s) were you trying to solve with our product or service?

Your customer probably isn't alone in the problem your product helped them to solve. Hopefully, a reader with a similar obstacle will see this and identify with their story.

3. Where did you start your search?

By explaining how they started searching for a solution and where, they'll subconsciously guide someone reading or listening to them to do what they did.

4. What made our product or service stand out from other options?

This will make it extremely clear for prospective customers what the X factor of your product or service is.

5. What was the obstacle that almost prevented you from buying our product or service?

It's hard to pull the trigger and make a big purchase. Detailing their objections -- and how they overcame them -- will empower other prospective customers to do the same.

6. What features sold you on buying this product or service?

What was the bottom line that contributed to your customer's decision to buy? This will help prospective customers reading or listening to the testimonial to consider their priorities.

7. What made you happiest about working with our company?

Whether your product is easy to use, or you provide great customer service, or you offer flexible payment options, this question will highlight the best part of working with you. 

8. What have you been able to achieve since using our product or service?

Whether your product or service helped the customer generate more leads or revenue, to save time, to achieve goals, or to hire more personnel, they're all good things. Prospective customers will want to get those results, too.

9. What has exceeded your expectations since working with us?

Sometimes, business is cut and dry, but it's always a smart idea to try to surprise and delight your customers so that they won't stop talking about it in their recommendations.

10. What's the main reason you recommend our product or service?

What's the bottom line when it comes to deciding to purchase from you or not? This answer will lay it all out.

Next, learn how to use testimonials for lead generation.

customer reviews

 customer reviews

Originally published May 18, 2018 8:00:00 AM, updated March 26 2019


Customer Reviews and Testimonials