In this chapter, I'd like to address common questions and points of resistance that are often raised when seeking customer insights, uncovering their positive thoughts and feelings about your work, turning them into testimonials, and communicating them far and wide to your market. These are the primary reasons clients and audience members tell me they don't ask for testimonials and referrals more often. I want to go through these here because they come up consistently, and you may be thinking about one or two of these yourself. Following each point of hesitation, discomfort, or resistance, is my take and feedback.
When I ask clients and audiences why they don't have these conversations, and why they don't ask for testimonials and referrals more, this is what they say.