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.

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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.

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. You can use their response to demonstrate how your business can solve other customers' needs.

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. If you're segmenting your customer base into buyer personas, then it's likely that other customers will be experiencing the same problem. By including their story in your testimonial, leads will see a proven track record of customer success.

3. Where did you start your search?

By explaining how they started searching for a solution and where, they'll subconsciously guide someone to do what they did. This gives customers a clear path to purchasing your product, making buying decisions much easier. If leads can relate to your customer's starting point, they'll see your business as a shortcut to long-term success.

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

Leads often compare products between competitors, and this question will make it extremely clear to prospects what the X factor of your product or service is.

And, since it's a testimonial, leads will be more likely to trust these claims over traditional advertising. It's one thing if your business says its better than your competitors, but it's a completely different game if it's your customers saying it. Customer advocacy play a major role in lead acquisition as well as customer retention.

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

It's hard for any person to pull the trigger and make a big purchase. And, it's likely that your customers will share similar concerns when undergoing difficult buying decisions. Detailing their objections — and how they overcame them — will empower other prospective customers to do the same.

Additionally, your marketing and customer service team can use this feedback to improve the customer's journey. By understanding the biggest roadblocks affecting your leads, you can remove these distractions and increase lead conversion.

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? Was it a product feature? Your customer service team? The price? This will help prospective customers reading or listening to the testimonial to consider their priorities. This will also let your marketing team know which aspects of your business are most desirable to customers.

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. By highlighting this factor, leads will understand how your business aligns itself with customer goals.

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 , increase revenue, save time, achieve goals, or hire more personnel, they're all good things. Prospective customers will want to get those results, too. Including this question demonstrates how your business will foster long-term customer success.

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

Sometimes, business is cut and dry, but it's always a smart idea to surprise and delight your customers so they'll keep talking about it in their recommendations. Customers will remember the times that your business provided above-and-beyond customer service, and leads will want to hear about these stories, too. It's a lot easier to show how great your service is when highlighting at individual moments of excellence.

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. After all, leads are looking for honesty, and this question encourages customers to provide a candid recommendation for your business.

11. What about our business surprised you the most?

This question provides insight into the customer's perception of your brand. When they first purchased your product, they had a goal they were hoping to accomplish.

However, some customers will find that your business offers other benefits — like rewards and loyalty programs — that help them achieve more than they initially thought. By collecting these stories, you can show leads that your company is focused on the entire customer experience, not just on selling a product.

12. What would you tell someone who's considering our business?

When leads are considering your business, customer testimonials are perfect for convincing them to buy your product. In fact, 90% of leads look at customer reviews before making a purchase.

Having your customers give advice to leads during their buying decision will help your sales and marketing teams capitalize on timely opportunities to convert leads. They'll know when leads are likely to hit roadblocks and what they'll need to say to overcome them.

13. Was there anything we could have differently?

This question is geared towards your marketing and customer service teams. Unless the customer doesn't have anything to add, these responses should be saved as useful pieces of customer feedback. Keep in mind, customers providing testimonials should be your happiest customers.

So, getting their feedback is a crucial part of maintaining customer satisfaction and improving the customer experience.

14. Is there anything else that you would like to comment on or say about the product or business?

This last question opens the floor and lets the customer say what's on their mind. This is important because your questions may not have addressed every experience they've had with your brand. By letting the customer speak freely, you'll obtain some unique feedback that you may not have considered about your products or services.

Next, learn how to use testimonials for lead generation.

Editor's note: This post was originally published in May, 2018 and has been updated for comprehensiveness.

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Originally published Aug 26, 2020 9:12:00 AM, updated June 15 2021


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