Everyone knows that word-of-mouth is always the best advertising. So it makes sense to ask your customers to help you spread the word. When asking a customer to prepare a testimonial statement, don’t be surprised if they say, “Yes!” but then ask, “What am I supposed to say?” Some people have a gift for talking and writing when asked to do so, but for most people, thinking of things to say can be a challenge. As a business owner you want these customers to be at ease when talking about your business. You don’t want to make a testimonial stressful or seem like work. If they aren’t having fun, that will show in their answers.
Here are five questions you can ask to help them focus on creating the best answers possible.
1) Who are you?
This is a great question to start with because it gives the guest a chance to get comfortable answering questions. You’re not asking them anything intrusive, just a basic introduction. This introduction is also important for the finished product because it establishes who your demographic is. If you own a children’s store, and you interview a mother who is a frequent customer, she is your target demographic. Other parents are going to read her testimonial and will know instantly that they can relate to her challenges as a parent.
2) What brought you to the store?
Your business is in this community to offer a solution to common problems. This question identifies what that customer’s problem was. Did they hear of your business before and decided to give it a try? Maybe they were new in the neighborhood and went to your store to pick up supplies. Perhaps their first visit was a complete accident, they thought your store was a competitor’s. Find out their story, it’s another way for your demographic to relate to your guest because they share the same problem.
3) Did you find what you were looking for?
Have them talk about their experience shopping in your store. Were they greeted by an employee? Was the employee helpful? Did they find the store easy to navigate? Did they offer the services the customer needed?
These are all questions that sell your store as being helpful to customers and an easy place to visit. You want their story to persuade other customers that your business offers the best shopping experience in the area.
4) How was your overall experience?
Questions three and four often times merge together, because if you have a customer who is thrilled with how easy the experience was, they will talk about how much they enjoyed the experience. It’s still an important question to ask to highlight their positive trip to your business.
5) Would you recommend my store?
This entire questionnaire has been building to this response. The introduction was to settle their mind and make them more relaxed about answering questions. Questions two through four were designed to have them remember their first or most positive experiences in your store. By the time you ask them question five, they should be comfortable and happy remembering their relationship with your store. The recommendation will come easily and hopefully will be glowing.
Testimonials are a great tool to use to help engage and entice a new audience and build your reputation. By using the voice of current customers you are inviting future customers to your business to take part in the same positive shopping experience.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.