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Strategic Customer Testimonials: Your Path to Informed Choices

Customer testimonials are a potent tool in the marketer's arsenal, often lauded for their ability to build trust and drive conversions. However, Brent Adamson, the Global Head of Research, Advisory, and Communities at Ecosystems, sheds light on an innovative and strategic approach to leverage customer testimonials effectively.

The Common Dilemma

It's a scenario familiar to many businesses - securing a glowing customer testimonial only to discover that it doesn't significantly impact a prospective customer's decision-making process. Despite the positive review, potential customers might still harbor the same reservations and objections as before.

A Paradigm Shift

Brent Adamson proposes a paradigm shift in utilizing customer testimonials. Rather than focusing solely on the praise for your product or service, why not use these testimonials to address a different challenge - helping prospective customers navigate their internal organizational dynamics to facilitate a purchasing decision.

The Power of Experience Sharing

Often, prospective customers face the daunting task of aligning stakeholders and gaining consensus within their organization. This can be especially challenging for those unfamiliar with the process. In such cases, connecting them with a successful buyer who has navigated a similar journey can be immensely beneficial.

The Strategic Approach

The process involves coaching the existing customer (the one providing the testimonial) to not just sing praises about the product, but rather to share their journey, challenges faced, and lessons learned. The focus shifts from "how great our product is" to "how I successfully navigated this process."

Benefits of the Approach

This approach instills confidence in the prospective buyer, not just in the product, but in their own capabilities to manage their organization's decision-making process. It's about empowering them with the knowledge and experience of a peer who has successfully accomplished what they are about to undertake.

Key Questions to Drive Insightful Conversations

To facilitate this approach, two key questions are crucial:

  1. What Would You Do Differently? - Prompting the existing customer to reflect on their journey and provide insights on what they would do differently if given another chance.
  2. What Advice Would You Give? - Encouraging the existing customer to offer valuable advice to those embarking on a similar journey, helping them make informed decisions and avoid potential pitfalls.


Harnessing the potential of customer testimonials in this strategic manner can revolutionize the impact they have on prospective customers. By focusing on providing actionable insights and guidance, businesses can foster a sense of confidence and empowerment in potential buyers, ultimately leading to more informed purchasing decisions.

Incorporating this approach into your testimonial strategy could be a game-changer for your organization. Empower your customers to not just endorse your product but to mentor and guide your future customers in their purchasing journey.

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