How much are testimonials worth for your business?
If you’re like most B2B businesses, testimonials are worth their weight in gold. A couple of great logos and customer quotes on your website can make a huge difference to the credibility of your business.
This is a quick tip we’ve learnt from some of the biggest players in the tech space to boost your testimonials. It’s as simple as writing the obligation to give you a testimonial into your terms of service / engagement letter / EULA. We’ve copied a bunch of language below that you can add to your terms.
If you’re like most of the businesses we work with, your terms will be accepted without change 90% of the time. This means you go from getting a testimonial from maybe 30% of your clients to c.90% of your clients. It’s a huge improvement for a couple of lines in your legal agreement.
Writing the testimonial into your terms will make a major difference to how easy it is to get the testimonial.
You’ve baselined your negotiating position. The testimonial is not up for debate – it’s just part of doing business with your organisation. It changes the context of the testimonial from a “if” discussion to a “when” discussion.
Again, the aim here isn’t to force your customers to write a testimonial if they’re not happy with your service. It’s about setting up the default expectation that a testimonial is a condition of doing business with your organisation.
This literally takes 5 minutes to copy and paste some of the language below into your terms of service. It’s a five minute investment that you’ll see pay off for years.
To get you started, here’s some copy/paste language I’ve taken from existing agreements:
Here’s how we put this into action at Thought Leadership Partners:
“Case Study and Testimonial
If we request, we hope you’ll be happy to provide a testimonial as to the quality of work we delivered.
You also agree that you may be identified as a client on our website or other marketing materials, and that we may request your logo for this purpose. You also agree that we may also develop a case study featuring our work for you to be used for our marketing purposes.”
Here’s how Atlassian does it:
We may identify you as an Atlassian customer in our promotional materials. You may request that we stop doing so by submitting an email to firstname.lastname@example.org at any time. Please note that it may take us up to 30 days to process your request.
Dropbox may include Customer’s name in a list of Dropbox customers on the Dropbox website or in promotional materials. “
Here’s another very simple version from Hubspot:
You grant us the right to add your name and company logo to our customer list and website.”
Here’s a more detailed version from Datahug:
“Publicity and Case Studies
You agree to provide editorial input and reasonably approve the content of a press release authored by DH for release on or before the 1 month anniversary after delivery stating that you have acquired the Datahug solution. This release shall contain a statement from your Sales Director and/or Business Sponsor(s) on why Datahug was chosen. You agree to provide editorial input and reasonably approve the content for a Case Study to be released on or before the 1 month anniversary after delivery describing the deployment of the Datahug solution. This Case Study shall contain a statement from your Sales/Marketing Director on why Datahug was chosen and the benefits anticipated from its deployment.
You also grant to Datahug a perpetual, royalty-free licence to use the Customer logo and tradename on Datahug’s customer list displayed on Datahug’s website or other marketing material. “
One caveat: Obviously this is not legal advice. If you’re not completely comfortable with the implications of changing your terms of service, clearly you should talk to your lawyer.