How to Get Convincing Coaching Testimonials
03/19/2008
by Kenn Schroder
In order to convince prospective clients to pay you good money for your coaching services, you'll need to convince them that you can help them. Testimonials are perfect for this.
Why are they so important? It's the power of the third-person perspective. In other words, if you say you're good at something - great. But that's what your prospect expects. If a real, flesh-and-bones client says you are good, however, it actually means something. It's also less biased - and more authentic.
The point is that you can toot your own horn, but it's much louder if someone else toots it for you.
There are two challenges in getting good testimonials:
1 - The act of actually getting them; and
2 - Making sure the ones you get are juicy.
The first part of the challenge is to actually get them.
Simply put - make the call.
Don't send emails and hope people will get back to you. They often won't. After all, even the most well-intentioned clients have priorities greater than writing your testimonial. Instead, get on the phone and ask if they have five minutes to talk right now.
At the beginning of the call, tell them that you'd like to use their testimonial on your website; then say that you'll write it as they speak and you'll email it to them for their approval. Make sure to reiterate that you won't use their testimonial without their permission.
Ask for constructive criticism first. This gives people a chance to air any grievances, thus removing any hesitation that can prevent them from focusing on the really good things they have to say. Also, as you know, you can learn from their criticism to improve your skills.
Take notes as they talk. After the call, shape their words into a readable testimonial and email it to them for approval.
What if you don't have any clients?
If you are a new coach with no clients, ask for testimonials from others you've coached during your training classes.
You can also take on pro-bono or bartered clients to help you gain experience and testimonials.
You can also look at your previous careers. The chances are good that you've helped others with challenges that you can highlight.
The second part is to ensure that it's juicy.
This happens with properly focused, crystal clear questions and lots of good listening.
Your questions need to hone in on what you do, from the client's perspective - including the before and after aspects of your coaching. Ask about the client's challenges and situation before working with you, and the results -- both immediate results and the associated feelings attached. This aspect of what you do is tangible; it's the real value you provide.
Be clear.
Ask your clients to be specific. If you can, in numbers, measure their results. For example, if weight loss is part of their intentions, then obviously the amount lost is a clear, specific figure.
Some questions to pose:
> What was the biggest challenge you faced before we started?
> What other challenges did you encounter?
> What did you like most about the work we did together? About my coaching style in general?
> What concrete improvements have you noticed?
> What else has improved?
Of course, the answers that spark the aha! feeling are useful to highlight in the testimonials.
For example: Productivity coach helping client with lack of focus.
"Before I began working with Coach Janet, I had a hard time focusing on the truly important work. I would spend at least 2 hours on email, organizing and browsing the Web. By the end of the day I'd feel terrible about what little I'd actually accomplished. So I'd eat an entire bag of M&Ms to feel better.
Janet coached me for the last two months. I especially like her ability to help me identify the important, stay focused and feel empowered.
Now, I'm eager to get the day started. I easily get into a productive groove and quickly focus on the truly important. I'm able to end my work day two hours earlier. I don't crave M&Ms and I feel like a million bucks knowing I did the important. I can spend time helping my kids with homework and actually go out and see a movie now and then! It's an amazing feeling, and I've got Coach Janet to thank.
Jane Johnson
Self-Employed Mom
Can you see how the content is focused on the before and after? Can you see the specific measurements? The feelings involved? Can you see what's unique to this person that makes it real?
In conclusion, remember to take control of the testimonial securing process make the call. And when you're on the phone, be sure to hone in on the before and after, measurable specifics, and feelings. Your juicy, tangible, real testimonials will motivate your prospective clients to call you for coaching.
| 
