Testimonials - a passport to new business

Having talked with so many business owners over the last 40+ years I hear the same views about testimonials and that is how important they are. Strangely enough outside of those using e-commerce where reviews and testimonials are triggered automatically by a purchase very few people seek testimonials from their clients.

When asked why they do not, I get the following answers;

We are too busy

We feel uncomfortable asking

We don’t want to upset a customer/client

It is not worth the trouble

I would suggest that if your customer/client is happy they will usually have no problem so the next challenge is to get them to say something of value. Often they will ask you what to say and our modesty tends to hold us back here. So here is a simple structure that works and helps the customer think in a logical way about you. It will also impress potential customers.

From the customer/client perspective.

  1. What problem were we having? 

  2. What emotion was it causing us to feel? 

  3. What was different about your product or service. 

  4. How did we feel when it started working for us? 

  5. What is life like know.

Let me give you an example as it may apply to my clients.

Before I met Alec I was getting contradictory advice around Strategic Planning. It was causing me to feel confused and frustrated. Alec’s 5 Step Plan to Destination SUCCESS was clear and easy to understand. I saw results almost immediately and now I have an easy to follow Strategic Plan with clear actions and goals for the next 12 months.

Try this structure and I would be delighted to hear how you get on.

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Alec Drew, KBE shares his passion and knowledge around productivity and communications in the professional services sector. A major part of his 40 years in business was spent as Managing Partner of a highly successful branding agency where he worked with a wide range of CEO’s across all sectors. His insightful questioning and straight talking opened up new conversations, giving them fresh insights into their own organisations and uncovering valuable revenue streams that were previously overlooked. One strategy helped his clients achieve €3.23 billion in additional sales over a 5 year period.

He demonstrates the positive effect on shareholder value when all levels of an organisation speak the same language.  


As an international speaker he shows very quickly how a simple shift in mindset can have such a positive impact on the bottom line. He hates waffle, verbose explanations and jargon and his talks get straight to the point in a no nonsense but entertaining way. ’Technology - The Time Thief’ is a fresh and honest look at the combined effects of technology and communications not just on business but on society as a whole.


He hosts a weekly radio show where business leaders from all sectors share seminal moments in their lives. Asking insightful questions he encourages guests to retrace their steps from the start of their career to where they are now and talk about key influencers that shaped their success. It gives listeners their weekly fix of encouragement to believe in themselves and demonstrates the abundance of resources that are available to help you complete your journey to destination SUCCESS.  


He is Past President of the Professional Speaking Association, Ireland, a member of the PSA and the Global Speaking Federation. 


'The concept of business is simple until you let a human being near it' - Alec Drew