Discover Your Coaching Niche

In the first part of this article we looked at what a testimonial is and why we as coaches should collect them. We examined what makes testimonials powerful – and when Cialdini’s Social Proof is highest.

Good and Bad Testimonials

Dan Kennedy distinguishes ‘Good-guy’ testimonials from ‘Outcome’ testimonials. ‘Good Guy’ testimonials say what a great guy Alun is, but are non-specific. They may be flattering to you, but they’re next to useless as a testimonial.

Outcome testimonials, on the other hand, are most effective when they:

1. Are based on the specific results your clients gained.
2. Focus on what happened differently after you coached them.
3. Are quantified in terms of money, time or both.
4. Are genuine, and appear genuine.
5. Are relevant to your target market.
6. Are made voluntarily.
7. Are made publicly.

So you want outcome testimonials in this form:

“I did X (a relevant thing for your clients to do) with Alun and the result was (saving of specific amount of money, time etc.)”
– Full name, location, contact details

Your Testimonials Must Appear Genuine

Now, of course, I’m sure you’ll be using genuine testimonials, but they must also appear genuine – so the more specific you make them the better.

For example:
“I made £17,312.53 in extra coaching income from just one of Alun’s ideas” is more believable than “I made £16,000 after attending Alun’s course.”

Also a client ‘AJ from Texas’ is not specific, and sounds made up. Anthony Jackson, Bank Teller, Fort Lauderdale, tel: 605-224-1817 does, however, sound credible.

When to Ask For Testimonials

Robert Cialdini says there are certain moments when his principles of social influence are greatest. So we can make use these moments when we ask for a testimonial.

He says that one of the best times to ask is after your client has paid you a compliment. Just ask immediately if they’d mind putting that in an email. Or if requesting an email is not appropriate, ask them to write it on a piece of paper.

Other times to ask, according to Cialdini, are after you’ve completed a specific piece of work, or after you’ve achieved a notable result. So this might be at the end of a seminar, teleseminar, coaching programme or client breakthrough.

How to Get Testimonials

So now you know what factors make a good testimonial. And you know when to ask for one. So what’s next?

Ask for them! Yes, you do have to ask. And consider obtaining an audio testimonial.

But if you’ve done a good job, most people are happy to supply you with one. Just guide them to be specific. And once you have the testimonials, in writing, or in audio form – use them, and build your coaching business!

Summary

1. Testimonials can be a powerful means to build your coaching practice.
2. You have to ask for testimonials – ask after your client has paid you a compliment.
3. Ensure you get specific outcome-based testimonials, not ‘good-guy’ ones.
4. Make sure they are, and appear to be genuine.
5. Get testimonials from clients representative of your target market.
6. Make getting and using testimonials a part of the way you do business.

Copyright Alun Richards 2008, all rights reserved. You may use this article as long as you include thi s copyright line and my resource details below.

Alun Richards helps coaches find and reach their coaching niche. Discover yours with Alun’s free mini-course, “Discover Your Coaching Niche”, available from http://www.nichecourse.co.uk

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