The Slick and Easy Way to Gather Testimonials 

How convincingly easy it would be to close large accounts if only you had a big book of recent testimonials.  What?  You don’t?

When people ask you about your services, you bring out the testimonial tome, and tell them to call any of the many who signed off on their statements of how great you are.  When confronted with 100 testimonials, most people won’t call any. Here’s how easy it is:

In your normal course of conversation with clients it’s easy to get someone to mention something flattering about you. Someone said something nice about me once.  I’ll never forget it.  It was in June of 88.  Wednesday.  We were about three or four gin and tonics in and… OK, no matter. Man, I was all over them for a written testimonial like a cheap suit.  Here’s how you can do it, too.

    Even if it’s a simple statement, “OK, thanks a lot. Nice speaking with you.” Or, “Thanks, I appreciate it.”  You can make a testimonial out of it.   

    “That was a nice thing to say!” you exclaim!  Inferring that it was nice of him to say it was nice talking to you, or that he appreciated something you did.  Of course, people probably have said much nicer things than these simplistic statements about you, haven’t they?  Oh well, me either.

    “Would you mind if I use that as a testimonial?” you continue, big smile on your face and catching them completely off guard.

    “OK,” they’ll say without thinking. 

    Now that they’ve committed, casually ask, “Hey, can you say a few more nice words about my firm (or myself) that I can use - I’ll write them down?  Got my pencil ready!”  “Keep it clean, though.” you joke.  It’s good to sound fresh, like you’ve never asked anyone to do this before, or this is the first time for that joke.

    They’ll say a few words. And you smile (which will look good in person, or will look less good over the phone but will sound like you’re smiling) and write down the gist of what they said. 

    Continue promptly, “Thanks. Thanks so much. Here’s what I’ll do so it’ll be as easy for you.  I’ve written down what you’ve said and I’ll send it to you.  You can just initial it and send it back - I’ll enclose two copies one for your files, and an envelope to send the other copy back to me.  Hey, thanks for doing this.” Insinuating it’s a done deal.

    Now that you have a nice approximation of what they’ve said, feel free to admonish it ever so slightly.  Use a deft touch… like a great editor whose work is so subtle the author will go back and read his work and never know it was touched by anyone else.  Now that’s the mark of a really great editor.  You, on the other hand, don’t need to be quite that good.  Just go ahead and make your testimonial sound great.  Since it was oral, your client most likely won’t remember what he said exactly.

    If you’re friendly with this client,  you can mention how great your new testimonial would look on his own letterhead (up front or in your letter), but it certainly isn’t necessary.

    You can do this all by fax and it’s fast, but if you send a letter request it will take a few days to get to your client but here’s the benefit.  Over the course of the day or two it takes to draft their statement in a letter, feel free to paraphrase what they said.  Chances are they won’t remember their exact wording.  If you received this testimonial after a few drinks like I did, feel free to take liberties writing what you thought you remembered what he thought you both said.  Or something like that.

    Unlike soliciting written testimonials, where most clients prove way beyond a shadow of a doubt they don’t use spell check, you can spell every thing correctly.  Send them their statement in a letter and as long as it doesn’t look to far out of range they’ll sign off on it. You’ll have a great, well written and signed testimonial. 

    For best results, collect a whole set, and don’t be afraid to show it off to new prospects.  Tell them you’d be so proud if you had their personal testimonial in there while pushing a pen and paper their way.  That’s called “The assumed close.”


Jeff Dobkin is a fun speaker who writes direct selling letters and post cards. He has written 5 books on direct marketing and humor.  Call him at 610-642-1000 for his FREE Booklet on... just kidding.  Call and buy his books.  Or ask for any of over 180 articles on marketing and direct marketing methods.  Visit www.dobkin.com.