Testimonial Request Sequence for Executive Coaches Email Guide
Why Testimonial Request Sequence Emails Fail for Executive Coaches (And How to Fix Them)
Your client just landed a major promotion, thanks to your coaching. But when a new prospect asks for proof, you scramble for a recent success story.
Many executive coaches find themselves in this exact situation. They deliver incredible value, yet struggle to capture that impact in a way that resonates with future clients.
Without compelling testimonials, your expertise remains a well-kept secret, making it harder to convert high-value leads. Powerful testimonials aren't just nice-to-haves; they are essential assets that validate your methodology, build trust, and showcase tangible results.
They speak volumes when you can't, providing the social proof needed to differentiate your services in a competitive market. The emails below are crafted to simplify the process.
They guide your clients through sharing their experience, making it effortless for them and incredibly valuable for your coaching business.
The Complete 3-Email Testimonial Request Sequence for Executive Coaches
As an executive coach, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Check-in
Ask how things are going and gauge satisfaction
Hi [First Name],
Hope things are still progressing well since we last connected. I often reflect on our work together and the significant strides you made toward your objectives.
I'm curious to hear how those strategies and insights have continued to unfold for you. Are there any particular areas where you're seeing continued momentum or new opportunities emerge?
It's always rewarding for me to see the lasting impact of our coaching. Your journey is a testament to your dedication and the power of focused development.
No need for a lengthy reply, just a quick note to say hello and see how things are going on your end.
Best, [YOUR NAME]
This email uses the psychological principle of reciprocity and a 'foot-in-the-door' technique. By genuinely checking in without an immediate ask, you reinforce your care for their long-term success. This builds goodwill and makes a future request feel natural and less transactional. It also subtly reminds them of the value you provided.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
It's been incredibly rewarding to witness your growth and achievements during our coaching engagement. Your dedication to [mention a specific challenge or goal] and the results you achieved were truly impressive.
As I continue to support other executives in similar situations, powerful stories like yours are invaluable. Would you be open to sharing a brief testimonial about your experience working with me?
To make it easy, you could consider answering one or two of these questions: • What was your biggest challenge before coaching, and what specific results did you achieve? • What did you find most valuable about our coaching process? • How has our work together impacted your leadership or career trajectory? Even a few sentences would be incredibly helpful and deeply appreciated.
You can simply reply to this email with your thoughts.
Best, [YOUR NAME]
This email lowers the barrier to entry by providing specific, easy-to-answer prompts. This reduces cognitive load, making it simpler for the client to articulate their experience. It also frames the request not just as a favor, but as a way for them to help others facing similar challenges, tapping into their desire to contribute positively.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
Just circling back on my previous email regarding a testimonial. I understand how busy your schedule can be, so no pressure at all.
My intention was simply to offer an easy way for you to share your coaching journey, should you feel inclined. Your insights are genuinely valuable and inspire others.
If now isn't a good time, please don't worry about it. However, if you do have a few minutes, I'd still be honored to hear about your experience in your own words.
No need to overthink it; a quick reply with your thoughts is perfect. Thank you for considering it.
Best, [YOUR NAME]
This 'gentle nudge' employs the principle of respecting their time while providing a clear, non-demanding reminder. It avoids sounding pushy by explicitly stating 'no pressure at all' and 'no need to overthink it,' which reduces potential guilt or obligation. This approach maintains the positive relationship while keeping the request alive.
4 Testimonial Request Sequence Mistakes Executive Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Asking for a testimonial without preparing the client beforehand. | Integrate the expectation of a testimonial into your coaching agreement or a post-completion discussion. Mention it casually during a positive check-in call. |
✕ Making the testimonial request open-ended and vague, requiring too much effort. | Provide specific prompts or questions that guide their response, focusing on challenges, solutions, and measurable outcomes. Offer to draft something for their review. |
✕ Waiting too long after the coaching engagement ends to ask for feedback. | Request a testimonial while the positive impact of your coaching is still fresh in their mind, ideally within a few weeks of completing a major milestone or the engagement. |
✕ Not explaining *why* their testimonial is important to your practice. | Briefly explain that their story helps other executives understand the value and impact of coaching, positioning their contribution as helpful to peers. |
Testimonial Request Sequence Timing Guide for Executive Coaches
When you send matters as much as what you send.
The Check-in
Ask how things are going and gauge satisfaction
The Request
Ask for a testimonial with specific, easy prompts
The Gentle Nudge
Follow up with those who have not responded
Send after a win, project completion, or positive feedback.
Customize Testimonial Request Sequence for Your Executive Coach Specialty
Adapt these templates for your specific industry.
C-Suite Coaches
- Focus on impact on strategic decision-making, board relations, or organizational transformation. Emphasize confidentiality and offer to ghostwrite.
- Highlight how coaching supported their navigation of complex stakeholder environments or critical executive transitions.
- Ask how coaching influenced their legacy or long-term vision for the enterprise.
Leadership Development Coaches
- Request testimonials that speak to improved team performance, enhanced communication, or successful talent development initiatives.
- Ask about specific leadership challenges overcome and the tangible shifts in their team's engagement or productivity.
- Encourage them to describe how their leadership style evolved and the positive ripple effect it had.
Performance Coaches
- Seek feedback on how coaching directly led to achieving specific, quantifiable goals or overcoming performance plateaus.
- Ask about improvements in focus, productivity, decision-making under pressure, or strategic execution.
- Encourage them to detail the specific tools or mindset shifts that unlocked their enhanced performance.
Team Coaches
- Gather testimonials that highlight improved team cohesion, conflict resolution, or project delivery efficiency.
- Ask about the transformation in team dynamics, communication patterns, or collective problem-solving abilities.
- Encourage the team leader to speak to the overall business impact of a more aligned and effective team.
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