The 8 Best Questions for a Testimonial in 2025

Stop getting generic feedback. Discover the 8 best questions for a testimonial that unlock powerful, specific, and persuasive stories from your best customers.

The 8 Best Questions for a Testimonial in 2025
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To gather impactful testimonials, ask strategic questions that uncover specific problems, measurable results, and customer experiences. Focus on creating a system for collecting authentic stories that resonate with potential clients and drive conversions.
Title
The 8 Best Questions for a Testimonial in 2025
Date
Jun 18, 2025
Description
Stop getting generic feedback. Discover the 8 best questions for a testimonial that unlock powerful, specific, and persuasive stories from your best customers.
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Current Column
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Beyond 'Were You Satisfied?': The Art of Strategic Testimonial Collection

In a world saturated with marketing messages, authentic customer voices are your most powerful asset. However, most businesses make a critical mistake: they ask vague questions and receive vague, unusable answers. A testimonial that simply says, 'They were great to work with,' doesn't persuade, convert, or build trust. It's a missed opportunity.
The true power of social proof lies in its ability to tell a story of transformation, taking a future customer on a journey from their current problem to their desired solution. This requires moving beyond generic feedback requests and embracing strategic inquiry. The right questions for a testimonial act as keys, unlocking detailed narratives, quantifiable results, and emotional connections that resonate deeply with prospects. They are designed to address a potential buyer's specific fears, highlight your unique value, and provide concrete evidence of your impact.
This article provides a comprehensive roundup of the eight most effective questions you can ask. We move far beyond the obvious to give you a set of strategic tools. Each question is engineered to elicit a specific type of response, from data-driven results to objection-handling narratives. We will break down why each question works, how to use it, and provide clear examples.
Our goal is to help you build a repeatable system for collecting compelling testimonials that act as 24/7 sales assets for your business. For an even greater impact, these narratives can be elevated into a more detailed format. Consider showcasing successful customer stories, which can be a great conversion tool. Here's a resource on creating a compelling video case study. Prepare to transform your customer feedback from a simple compliment into a cornerstone of your growth strategy.

1. What specific problem did we solve for you?

This question is the cornerstone of any powerful testimonial. It immediately shifts the focus from your product's features to the customer's real-world pain point. By starting here, you frame the entire testimonial as a transformation story, establishing a clear "before" state that makes the "after" state-the solution-much more dramatic and relatable. It’s one of the most effective questions for a testimonial because it anchors the narrative in a tangible challenge that prospective customers are likely experiencing themselves.
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Why This Question Unlocks Powerful Narratives

Potential customers don't search for products; they search for solutions to their problems. When a testimonial begins by articulating a specific, frustrating issue, it captures the attention of prospects facing the same struggle. It builds instant empathy and credibility. This approach moves the testimonial from a generic compliment about your company to a compelling case study about overcoming a specific obstacle, making it far more persuasive.

How to Implement and Dig Deeper

While the core question is simple, its effectiveness is magnified by strategic follow-ups. After your client describes their initial problem, use these prompts to extract the details that create a truly impactful story.
  • Encourage Emotional Language: Ask, “How did that problem make you or your team feel on a day-to-day basis?” This uncovers the frustration, anxiety, or inefficiency caused by the problem, adding a human element.
  • Quantify the Impact: Follow up with, “Can you describe how that challenge was impacting business metrics, like revenue, time spent, or customer satisfaction?” This grounds the problem in measurable business terms.
  • Highlight the Search for a Solution: Ask, “What had you tried before us to solve this, and why didn’t those solutions work?” This positions your offering as the superior and ultimate solution.
For example, a Slack testimonial might start with a customer explaining, “Our internal communication was a disaster of endless email threads.” A Salesforce user could begin by saying, “We had customer data in ten different spreadsheets, and leads were constantly falling through the cracks.” These problem-focused openings are the foundation for a story that proves your value.

2. What results have you seen since working with us?

If the first question establishes the "before," this one powerfully defines the "after." This results-focused inquiry is designed to move beyond feelings and capture the tangible, quantifiable impact your product or service has delivered. By asking for specific outcomes, you prompt clients to provide the hard data-metrics, percentages, and concrete achievements-that serves as undeniable proof of your value. It’s one of the most crucial questions for a testimonial as it directly answers the prospect's ultimate question: "What's in it for me?"
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Why This Question Unlocks Powerful Narratives

While stories about problems build empathy, data-driven results build trust and justify investment. Prospects, especially in B2B contexts, are looking for a clear return on investment (ROI). A testimonial that states, "We increased our conversion rate by 40%" is infinitely more compelling than one that simply says, "The software was great for our marketing." Concrete numbers cut through ambiguity and provide the logical proof points that decision-makers need to feel confident in their choice, making your offering seem like a reliable investment rather than a risky expense.

How to Implement and Dig Deeper

Getting clients to share specific data requires a tactful approach. Your goal is to make them feel comfortable providing details that translate into a powerful and credible story.
  • Quantify the Transformation: Ask directly, “Can you share any specific numbers, percentages, or metrics that demonstrate the change?” This could be revenue growth, time saved, or user engagement increases.
  • Anchor Results to a Timeline: Give the results context by asking, “How long did it take to see these results after implementing our solution?” A 300% increase in sales is impressive; a 300% increase in three months is a headline.
  • Ask About Unexpected Benefits: Probe with, “Were there any positive side effects or unexpected benefits you experienced?” Sometimes the most compelling results aren’t the primary ones, such as improved team morale or the freeing up of key personnel for more strategic work. The answers are perfect for building out a detailed report with a case study generator.
For example, a Shopify store owner might testify, “We saw a 300% increase in online sales in the first six months after the redesign.” A user of a performance marketing agency’s service could state, “Our return on ad spend (ROAS) went from 2:1 to 7:1 in just one quarter.” These specific, measurable outcomes transform a simple review into a compelling business case.

3. How would you describe your experience working with our team?

While a product solves a problem, the team delivers the experience. This question deliberately shifts the testimonial’s focus from the "what" to the "who," exploring the human side of your business. It's designed to capture feedback on communication, responsiveness, expertise, and the overall collaborative journey. For service-based businesses, agencies, and companies where support is a key differentiator, this is one of the most critical questions for a testimonial you can ask.
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Why This Question Unlocks Powerful Narratives

Features can be copied, but an exceptional team experience is a powerful and unique selling proposition. This question helps you build trust with prospects by demonstrating that you are more than just a vendor; you are a partner. Testimonials that highlight a supportive, knowledgeable, and responsive team reduce a potential buyer’s anxiety about being left in the dark after a sale. It proves that there are capable and caring humans ready to ensure their success, which can be the deciding factor in a competitive market.

How to Implement and Dig Deeper

Your goal is to move beyond generic compliments like "the team was great." Use these targeted follow-ups to encourage specific, story-driven answers that bring the customer experience to life. Showcasing these quotes can create a compelling narrative, often displayed on a dedicated page that acts as a wall of love for your brand.
  • Request Specific Stories: Ask, “Can you share a specific example of a time when a team member really helped you out or went above and beyond?” This uncovers memorable anecdotes that are far more impactful than general praise.
  • Encourage a Comparison: Prompt with, “Thinking about other vendors you've worked with, what made the experience with our team different or better?” This directly positions your service quality as a superior alternative.
  • Mention Team Members: If you know who they worked with, ask, “What was it like working with [Project Manager Name] on this project?” Naming individuals makes the testimonial feel deeply personal and authentic.
For example, a marketing agency’s client might respond, “Our account manager, Sarah, was a lifesaver. She was always available and translated our jumbled ideas into a cohesive strategy.” A SaaS company could get a testimonial saying, “The support team didn't just send me a help doc; they hopped on a call and walked me through the entire setup.” These narratives about people build powerful emotional connections.

4. What would you tell someone considering our services?

This question brilliantly reframes the testimonial process. Instead of asking the customer to talk about you, it asks them to talk to a future customer. This simple shift encourages a conversational, advisory tone that is incredibly persuasive. It transforms a standard review into a piece of genuine, peer-to-peer advice, making it one of the most effective questions for a testimonial because it speaks directly to the prospect's decision-making process.

Why This Question Unlocks Powerful Narratives

This approach leverages the psychological power of social proof. People trust recommendations from their peers far more than they trust marketing copy. When a current client directly addresses a potential one, it breaks down skepticism and builds an immediate connection. The testimonial feels less like a polished ad and more like a helpful tip from someone who has already navigated the same decision. This authenticity is what makes the message resonate and builds the trust necessary to convert a lead into a customer.

How to Implement and Dig Deeper

This question is a fantastic starting point, but its true power is unleashed with targeted follow-ups. Guide your client to provide advice that is both specific and addresses common sales hurdles.
  • Address Common Hesitations: Ask directly, “What was your biggest concern or objection before working with us, and what would you say to someone who has that same fear?” This tackles roadblocks head-on.
  • Target a Specific Persona: Frame the question for a particular audience. For example, “What advice would you give to another marketing manager who is considering our platform?”
  • Request a Strong Opening: Use this for video testimonials by asking them to start their answer with, "If you're considering [Your Company Name], I'd tell you..." This creates a powerful, direct soundbite.
For instance, a financial advisor's client might be prompted to say, “To anyone thinking about this, I’d tell them to stop procrastinating. I was worried it would be too complicated, but the peace of mind I have now is priceless.” This kind of direct, empathetic advice is pure gold.

5. What made you choose us over other options?

This question cuts directly to the heart of your competitive advantage. While knowing what problem you solved is crucial, understanding why a customer chose your solution over all others provides invaluable insight into your unique selling proposition. It transforms a testimonial from a simple story of success into a powerful statement of preference. This is one of the most strategic questions for a testimonial because it arms your marketing with direct, customer-validated reasons why you are the superior choice in a crowded market.

Why This Question Unlocks Powerful Narratives

Modern buyers are informed; they research, compare, and weigh their options meticulously. A testimonial that openly addresses this comparison process is exceptionally persuasive. When a current customer says, “I evaluated X and Y, but chose you because…”, it immediately resonates with prospects who are in that exact same evaluation stage. It validates their research and provides a trusted, third-party endorsement that directly counters competitor claims. This narrative builds a powerful case for your brand, not in a vacuum, but in the context of real-world alternatives.

How to Implement and Dig Deeper

To get the most out of this question, you need to guide the customer to articulate their decision-making process clearly. Use these targeted follow-ups to uncover the details that make for a compelling competitive story.
  • Isolate the Tipping Point: Ask, “Was there a specific feature, demo, or conversation that made you realize we were the right choice over the others?” This pinpoints the exact "aha!" moment in their buying journey.
  • Define Your Unique Value: Follow up with, “What was the single most important factor in your decision-making process?” This helps you understand what customers value most, be it price, quality, service, or a specific feature.
  • Focus on Positive Differentiation: Frame it as, “Without needing to speak negatively about others, what did our approach or product offer that you felt was missing elsewhere?” This keeps the tone positive while still highlighting your strengths.
For example, a software company might hear, “We tested two other major platforms, but the seamless integration with our existing tools and your superior customer support made the decision for us.” An agency client could say, “Other firms gave us generic pitches, but your team presented a custom strategy that showed you’d already done your homework on our industry.” After capturing these powerful comparative statements, using a testimonial generator can help you format and showcase them effectively to influence new prospects.

6. Can you share a specific example of how we exceeded your expectations?

While solving a problem is fundamental, this question aims higher, targeting the moments that transform a happy customer into a loyal advocate. It asks clients to recall a time when your service, support, or product delivered something unexpected and delightful. This is one of the best questions for a testimonial because it uncovers the "wow" factor, a specific instance of going above and beyond that proves your company’s commitment to customer success on a human level.
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Why This Question Unlocks Powerful Narratives

Every customer expects their problem to be solved; that’s the transactional baseline. Stories of exceeded expectations, however, are emotional, memorable, and deeply persuasive. These narratives showcase your company's culture and values in action, moving beyond product features to demonstrate genuine care and proactivity. Whether it’s an emergency response from a service provider that saved the day or an agency delivering game-changing insights they weren't even asked for, these stories build a powerful reputation for service excellence that competitors can't easily replicate.

How to Implement and Dig Deeper

Getting a customer to articulate these moments requires prompting them to think like a storyteller. Guide them through the memory to capture the details that make the story resonate.
  • Set the Scene: Ask, "What was the specific situation leading up to this moment?" This establishes the context and the customer's initial expectations.
  • Focus on the 'Wow' Moment: Prompt them with, “Describe the exact moment you realized we had gone the extra mile. What did a team member say or do?”
  • Detail the Aftermath: Follow up by asking, “What was the immediate impact of that action on you or your business? How did it make you feel about our partnership?”
  • Capture the Lasting Impression: Ask, "How has that specific experience shaped your long-term view of our company?"
For instance, a client might explain, “We just expected the standard quarterly report, but our account manager included a full proactive analysis of a competitor we hadn't even considered, complete with strategic recommendations.” These narratives are goldmines for case studies and marketing content. By using tools for crafting the perfect script for these stories, you can ensure you capture every impactful detail. These are the tales that stick in the minds of prospects long after they’ve forgotten feature lists.

7. How has working with us impacted your business or life?

This question broadens the scope from a single problem-solution arc to a comprehensive transformation story. It invites customers to reflect on the wide-ranging effects your partnership has had, encompassing both professional metrics and personal well-being. This is one of the most revealing questions for a testimonial because it gets to the heart of long-term value, showing how your solution integrates into a customer's world to create meaningful, lasting change beyond the initial sale.

Why This Question Unlocks Powerful Narratives

Prospective customers want to see the big picture. While solving an immediate problem is crucial, understanding the ripple effects of that solution is even more compelling. This question helps you capture testimonials that go beyond "it saved us time" to "it gave us back our weekends." It connects with audiences on a human level by illustrating improvements in work-life balance, reduced stress, or newfound confidence, making your brand's impact feel more profound and holistic. It's particularly powerful for services in coaching, consulting, or high-investment software where the value proposition is tied to significant transformation.

How to Implement and Dig Deeper

Getting a general answer like "It's been great" isn't enough. The key is to guide the customer to articulate the specific changes across different facets of their work and life. Use these follow-up questions for a testimonial that paints a complete picture of the value you provide.
  • Separate the Spheres: Ask directly, “Let’s talk about business first. What specific operational or financial changes have you seen?” Then follow with, “And on a personal level, how has this affected your work-life balance, stress levels, or daily routine?”
  • Request a Timeline: Prompt them for context by asking, “Can you describe what a typical day looked like before, versus what it looks like now, six months later?” This creates a clear and relatable before-and-after snapshot.
  • Uncover Unexpected Benefits: Inquire, “Were there any positive changes that you didn’t expect when you first signed up?” This often unearths the most genuine and surprising selling points for your product or service.
For instance, a client using a project management tool might say, “Not only are our projects 30% more profitable, but I no longer spend my Sunday nights dreading Monday morning.” A business coaching client could explain, "We doubled our revenue, and for the first time in years, I took a real two-week vacation without checking my email." These answers combine measurable results with powerful personal victories, creating an irresistible narrative.

8. What was your biggest concern before hiring us, and how did we address it?

This question is a strategic masterstroke for transforming a customer’s past hesitation into your future sales advantage. It directly targets the anxieties and objections that prevent prospects from making a purchase decision. By asking a satisfied client to voice their initial skepticism and then explain how you overcame it, you create a powerful narrative that disarms the exact same fears in potential new customers. This is one of the most effective questions for a testimonial because it tackles sales hurdles head-on.

Why This Question Unlocks Powerful Narratives

Every potential buyer has a list of reasons not to buy. They worry about the cost, the complexity of implementation, the potential for a poor return on investment, or whether your solution will actually work for their unique situation. This question unearths those very specific, high-stakes concerns from a real customer who successfully navigated them. When a prospect reads a testimonial from someone who shared their exact same doubt, it short-circuits their internal risk assessment. The story becomes an authentic piece of proof that their fear, while valid, is ultimately unfounded with your company.

How to Implement and Dig Deeper

Getting a customer to open up about their initial doubts requires a tactful approach. You are essentially asking them to admit they were hesitant, so framing the question correctly is key to getting an honest and useful answer.
  • Normalize the Hesitation: Frame the concern as common and understandable. Ask, “Many of our clients are initially concerned about the upfront investment. Was that something on your mind before you started?” This validates their feelings and encourages an open response.
  • Focus on the Turning Point: After they state their concern, dig for the resolution. Ask, “Can you describe the moment or experience that made you realize that concern was no longer an issue?” This helps you capture the specific action or result that created the positive shift.
  • Highlight the Peace of Mind: Follow up with, “What does it feel like now, knowing that [the initial concern] is fully handled?” This captures the emotional relief and ongoing value, which is highly persuasive. Presenting these objection-handling stories is crucial, and platforms with advanced capabilities can help you showcase them effectively; you can explore features for collecting and displaying testimonials to see how this works in practice.
For example, a client of a software company might say, “We were convinced the data migration would be a nightmare, but your dedicated support engineer mapped everything out and had us running in 48 hours without losing a single record.” An agency’s client could state, “I was very skeptical about the monthly retainer, but we saw a 200% ROI in the first quarter, completely justifying the investment.” These testimonials don't just praise-they proactively dismantle the biggest barriers to a sale.

8 Key Testimonial Questions Comparison

Question Title
Implementation Complexity 🔄
Resource Requirements ⚡
Expected Outcomes 📊
Ideal Use Cases 💡
Key Advantages ⭐
What specific problem did we solve for you?
Low - straightforward to ask
Low - relies on client honesty
Clear problem-to-solution narrative
Case studies, relatable testimonials
Creates emotional connection; easy for clients
What results have you seen since working with us?
Medium - needs tracking metrics
Medium - access to quantifiable data
Data-driven, measurable impact
ROI demonstrations, performance marketing
Builds credibility with concrete proof
How would you describe your experience working with our team?
Low - conversational and qualitative
Low - client reflections
Relationship-focused, soft skills highlighted
Service quality showcase, culture emphasis
Differentiates on service; builds trust
What would you tell someone considering our services?
Low - natural peer-to-peer style
Low - conversational input
Authentic, broad benefit overview
Recommendations, referral marketing
Feels genuine; relatable and persuasive
What made you choose us over other options?
Medium - requires delicate handling
Medium - requires comparison knowledge
Competitive differentiation insights
Positioning strategy, sales messaging
Provides competitive intelligence; validates USP
Can you share a specific example of how we exceeded expectations?
Medium - storytelling needed
Medium - eliciting detailed anecdotes
Emotionally compelling, memorable testimonials
Customer experience stories, brand loyalty
Creates strong emotional bonds; memorable content
How has working with us impacted your business or life?
Medium - broad and holistic
Medium - needs comprehensive input
Transformation-focused, long-term value
Coaching, consulting, personal & business growth
Shows full value; reveals unexpected benefits
What was your biggest concern before hiring us, and how did we address it?
Medium - sensitive topic
Medium - requires tact and framing
Objection-handling, reduces purchase anxiety
Sales enablement, overcoming objections
Directly addresses fears; reduces friction

From Questions to Conversions: Putting Your Testimonials to Work

You now possess a comprehensive toolkit of powerful questions, each designed to unlock a different facet of your customer’s success story. However, the journey from inquiry to impact doesn't end with a well-crafted list. The true art lies in transforming the answers you receive into a consistent, conversion-driving engine for your business. Moving beyond occasionally asking for a nice quote, you must build a repeatable system that turns customer praise into your most valuable marketing asset.
The strategic questions for a testimonial we've explored are the essential building blocks. They are the prompts that guide your customers to articulate their journey, from their initial problem to their ultimate transformation. But without a framework for collection and implementation, even the most heartfelt answers can get lost in an inbox, their potential unrealized. The goal is to make gathering these stories a seamless, integrated part of your customer lifecycle, not an afterthought.

H3: Building Your Strategic "Testimonial Kit"

The first step in systematizing your process is to create a "Testimonial Kit." This isn't a physical package, but a curated selection of questions from this article that you can deploy consistently. Instead of overwhelming clients with all eight questions, select 3-4 that are most aligned with your current marketing goals.
  • For driving top-of-funnel awareness: Focus on questions like, "What specific problem did we solve for you?" and "What was your biggest concern before hiring us?" These address common pain points and hesitations potential new customers are experiencing.
  • For closing deals and proving ROI: Prioritize questions like, "What results have you seen since working with us?" and "What made you choose us over other options?" These provide the hard data and competitive differentiation that sway decisions.
  • For building brand affinity and trust: Use questions such as, "How would you describe your experience working with our team?" and "How has working with us impacted your business or life?" These generate emotional, relatable content that builds a human connection.
By tailoring your kit, you ensure you're always collecting the exact type of social proof you need for your sales pages, ad campaigns, or case studies.

H3: From Request to Asset: A Frictionless Workflow

Having the right questions is half the battle; making it effortless for customers to respond is the other half. The more friction you introduce, such as asking them to write a long email or figure out how to record and send a video file, the lower your response rate will be. This is where process and technology become your greatest allies.
Integrate your testimonial request directly into your client workflow. The ideal time to ask is at a moment of peak satisfaction, such as immediately after a project's completion, a major milestone is achieved, or a positive support interaction concludes. Automate this request through your project management or CRM software.
This is precisely where dedicated platforms become indispensable. Instead of a clunky email chain, you can send your client a single, beautifully branded link to a page where they can answer your curated questions for a testimonial at their convenience. They can choose to type a response or record a video with a single click, directly in their browser. This removes all technical hurdles for them and centralizes the collection, management, and display process for you, creating a scalable system for generating a continuous stream of authentic, high-impact social proof.
The powerful answers you collect are not just quotes; they are versatile assets. A single video response can be transcribed for a pull-quote, its audio used in a podcast ad, and short clips repurposed for social media. The right collection of questions for a testimonial provides you with the raw material to fuel your entire marketing strategy, building trust and accelerating growth one customer story at a time.
Ready to stop chasing testimonials and start building a system that collects them for you? The right tool makes it easy to deploy your questions and manage the powerful stories you receive. You can create a simple, dedicated landing page for customers to submit video and text testimonials in minutes with Testimonial.

Written by

Damon Chen
Damon Chen

Founder of Testimonial