Testimonial Request Sequence for Sales Coaches Email Guide
Why Testimonial Request Sequence Emails Fail for Sales Coaches (And How to Fix Them)
Your client just closed their biggest deal yet, thanks to your coaching. But the moment passes, and that powerful story of their success is lost.
Many sales coaches find themselves in this exact scenario. They deliver incredible results, yet struggle to collect the effective testimonials that could bring in even more ideal clients.
It's a missed opportunity to showcase the tangible value you provide. Without a clear system, those golden nuggets of client success often remain unshared, leaving prospective clients to wonder about the real impact you truly deliver.
A well-structured testimonial request sequence ensures you capture these stories easily, transforming past wins into future business. These templates are designed to make asking for testimonials feel natural and simple, ensuring you build a powerful library of social proof that does the selling for you.
The Complete 3-Email Testimonial Request Sequence for Sales Coaches
As a sales 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],
How are things going since we wrapped up our work on [specific client goal, e.g., closing larger deals, building out your sales team]? I've been reflecting on the strides you made in [mention a specific area or achievement, e.g., simplifying your prospecting process, improving your negotiation tactics].
I'm confident the strategies we implemented are continuing to pay dividends. Just wanted to open the door for any questions or additional support you might need as you continue to build on that momentum.
My goal is always to see you exceed your targets. Would love to hear your thoughts on how everything is progressing.
Best, [YOUR NAME]
This email uses the psychological principle of reciprocity and a low-pressure approach. By genuinely checking in and offering further support without an immediate ask, you reinforce your value and strengthen the relationship. This makes the subsequent request for a testimonial feel less transactional and more like a natural extension of your ongoing support.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
I was reflecting on the significant progress you've made with [mention a specific achievement or result, e.g., increasing your team's close rate, developing a more effective sales script] after our work together. Your success stories are incredibly inspiring, and they also help other sales leaders understand the real-world impact of focused coaching.
I'm building a collection of these stories to help prospective clients see what's possible. If you have a few minutes, would you be willing to share a brief testimonial about your experience with [YOUR SERVICE/SOLUTION]?
To make it easy, here are a few prompts: • What was your biggest challenge or frustration before we started working together? • What specific results or changes have you seen since? • Who would you recommend [YOUR SERVICE/SOLUTION] to, and why? You can simply reply to this email with your thoughts.
No need for anything formal, just your honest feedback.
Best, [YOUR NAME]
This email uses the 'principle of least effort' and social proof. By providing specific, easy-to-answer prompts, you reduce the cognitive load on the client, making it simple for them to formulate a response. Framing the request around helping 'other sales leaders' taps into their desire to contribute and reinforces the value of their experience, making the ask feel less self-serving.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
Circling back on my last email regarding the fantastic results you achieved with [mention the specific achievement again, e.g., boosting your Q3 revenue, shortening your sales cycle]. I know you're busy, but I genuinely believe your story could make a real difference for other sales professionals facing similar challenges.
Hearing from someone who's walked their path provides powerful motivation and clarity. If you found a spare moment, I'd still be grateful for your thoughts on your experience with [YOUR SERVICE/SOLUTION].
A quick reply with answers to those simple prompts would be perfect. No pressure at all, but if you do get a chance, I'd truly appreciate it.
Best, [YOUR NAME]
This 'gentle nudge' utilizes the 'foot-in-the-door' technique and the power of persistence without being aggressive. By reiterating the value of their feedback to others and reminding them of their success, you reinforce the positive association. The phrase 'no pressure at all' reduces perceived obligation while keeping the request open, increasing the likelihood of a response from those who simply forgot or got sidetracked.
4 Testimonial Request Sequence Mistakes Sales Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting until months after the engagement ends to ask for a testimonial, making the client's memories of specific results fuzzy. | Initiate the testimonial request sequence immediately after a key milestone or project completion, when the client's excitement and results are fresh. |
✕ Sending a generic, one-size-fits-all email asking for 'a testimonial' without any guidance or specific prompts. | Provide clear, open-ended questions that guide the client to highlight specific challenges, solutions, and tangible results relevant to your coaching. |
✕ Making the testimonial submission process cumbersome, requiring clients to fill out a form or handle to a specific page. | Keep it simple: ask them to reply directly to your email. Offer to transcribe their verbal feedback from a quick call if that's easier for them. |
✕ Not following up at all if the client doesn't respond to the initial request, leaving valuable social proof on the table. | Implement a polite, multi-touch follow-up sequence that gently reminds them of the request, reinforcing the value of their feedback without being pushy. |
Testimonial Request Sequence Timing Guide for Sales 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 Sales Coach Specialty
Adapt these templates for your specific industry.
B2B Sales Coaches
- Focus testimonial prompts on quantifiable ROI: 'What was the average deal size increase?', 'How did your sales cycle shorten?', 'How did our work impact your pipeline value?'
- Encourage clients to mention specific tools or processes you helped them implement.
- Suggest clients include how your coaching helped them handle complex B2B sales environments or build stronger client relationships.
Closing Coaches
- Ask clients to detail how their closing rate improved or how they overcame specific objections they previously struggled with.
- Prompt for stories about 'aha!' moments during negotiation or how they confidently handled difficult prospects.
- Encourage testimonials that highlight increased confidence and clarity in the final stages of a deal, leading to more signed contracts.
Prospecting Coaches
- Guide clients to share how their lead quality improved, their outreach response rates increased, or their meeting booking success soared.
- Ask about the specific strategies or scripts you helped them develop that led to more qualified conversations.
- Suggest they mention how your coaching transformed their initial client engagement and pipeline generation efforts.
Negotiation Coaches
- Focus on how clients achieved better deal terms, higher profit margins, or more favorable contract conditions.
- Prompt for examples of specific negotiation scenarios where your coaching made a decisive difference.
- Encourage testimonials that speak to increased confidence in high-stakes discussions and the ability to secure win-win outcomes consistently.
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