If a customer has done one or more of the following, they have great testimonial potential:
- Emailed you and said, “can I give you a testimonial?” Okay, so customers like these are few and far between. They’re also likely to be internet marketers, and therefore know the value of a testimonial and want to grant it to a company they genuinely appreciate… or they’re out to get a link. I know. I’ve done it. With both motivations.
- Emailed you to thank you for the great product/service.
- Thanked you in person for the great product/service. They like you enough to let you know. They obviously have what to say in your favor.
- Tweet/post to the world about how they like your product.
- Left a review on an online site, like Google, Yelp or a niche directory. Not only do they have what to say, they’re willing to say it publicly. (You can check out your reviews that didn’t make it through Yelp’s filter to expand your pool.)
- Left positive comments on your blog.
- Downloaded a piece of your content. These testimonials will be more about your company as an authority and content provider, not necessarily about your paid offering. It’s good to round out the picture.
- Filled out a customer feedback survey. They have an opinion about your company and they’re willing to spend a few minutes to make themselves heard.
- Bought a product.
- Signed up for your service or SaaS. (Here’s an in-depth resource detailing the different kinds of testimonials.)
Okay, well then all of your customers have great testimonial potential. So why didn’t you say so? Not every single person who falls into those last two categories is going to be a good testimonial target. You’re going to need to do a little bit of follow-up and qualifying first. (Don’t worry – we’ll show you how below.) But it is important to realize that as long as you have some (happy) customers, even if none of them come to you on their own singing love ballads, you can get testimonials.