Your consulting firm’s prospects and clients are settling into the video call format. Other than the relationship-building advantages of video, has this newly-accepted communication medium ushered in any valuable opportunities for your consulting firm?
Video testimonials are where it’s at.
Any testimonial from a happy client builds credibility for your consulting firm.
However, since most people trust what they see more than what they read, videos of people earnestly extolling your consulting firm’s virtues pack a particularly powerful punch.
Also, clients who record testimonials for you are more likely to hire you again and recommend you.
Five Pro Tips for Video Testimonials
Pro Tip: Set the Stage
Some clients feel awkward or uptight when you ask for a testimonial, or they overthink it.
Therefore, instead of asking for a testimonial, couch the discussion as part of a learning and feedback exercise your consulting firm is conducting. (Fortunately, this process will help you improve your client experience, so your claim isn’t disingenuous.)
After the interview, you can thank your client for offering useful feedback, then ask whether they’d be okay if you used excerpts of the interview as a testimonial.
Most will agree. For those who are reluctant, find out why and offer the Dramatic Reenactment (see below).
Pro Tip: Add an Imagined Colleague
Interviews can sometimes produce shallow responses and language that doesn’t play well in a testimonial.
To improve the quality of your content, ask your client to present his responses as if he were talking to a colleague rather than to you.
Utilize the following format: “If a colleague asked you… what would you say?“
This formulation encourages more natural, thoughtful and honest feedback.
Also your client will talk about your consulting firm in the third person, which creates a more credible testimonial than a video with second person “you” language.
Pro Tip: Ask the Fence-Sitter Question
The first three questions you’ll ask your client during your video call interview are common. The fourth question is the money maker.
Question 1: If a colleague asked you what went well during our project, what would you say?
Question 2: If a colleague asked you what could have gone better or what you would have liked to have seen, what would you say?
Question 3: If a colleague asked you what was the most valuable outcome from the project, what would you say?
Question 4: If a colleague were on the fence about using us for their project, what would you say to encourage them to engage us?
Pro Tip: Make it Camera Friendly
Your client may not be as familiar with video call basics as you are. Therefore, ask him (and remind him) to look into the camera when he answers, rather than looking at the image of you.
Also, if you notice your client swaying back and forth or bobbing and weaving in his chair, gently interrupt him.
Pro Tip: Dramatic Reenactment
With a testimonial about your consulting firm in the can (that’s fancy, video lingo… or anachronistic), consider reshooting it using a professional actor. **
An actor can use your client’s exact words and deliver them more fluidly. (And without crumbs jiggling in his mustache.)
Many actors have good video equipment in their homes. Plus, in the current economic environment you can hire seasoned actors for low fees.
This approach also protects your consulting client’s identity, and is particularly handy if your client is uncomfortable about being identified in public. You can anonymize the testimonial, if necessary with an overlay such as “Michael R, CEO, chocolate manufacturer.”
(You could also identify your video as an actor portrayal.)
Do you have other Pro Tips for obtaining excellent, video testimonials?
Text and images are © 2020 David A. Fields, all rights reserved.