Choosing candidates
Who to Ask for Testimonials
Your loudest fan is not always your best testimonial. A customer who looks like the buyers you want, with a clear result and a recent win, is worth more than ten friendly regulars. Score one customer at a time to build a shortlist you can ask this week.
- Score one customer in under a minute
- Ranks result, buyer fit and timing
- Tells you to ask now, later or not at all
Candidate scorecard
Should you ask this customer?
Have one customer in mind. Answer yes, partly or no for each line, from what you actually know about them.
Scored in your browser. Nothing is sent or saved.
The problem, solved
Why the wrong customers get asked, and how StoryProof keeps the shortlist honest
- Problem 1
We only ask the friendliest customers
The regulars who chat on every call are easy to ask, but they may look nothing like the buyers you want to win next.
How StoryProof solves it
Add the customers you score as contacts, so the request goes to the list you chose on purpose rather than to whoever comes to mind.
- Problem 2
Nobody remembers who scored well
You scored twenty customers last month and the notes are in someone’s spreadsheet.
How StoryProof solves it
Keep each score band, such as “ask now” or “after renewal”, as its own smart list. Contacts and smart lists are on every plan, so the shortlist lives where requests are sent.
- Problem 3
We asked someone who was unhappy
A request lands with a customer who had a bad week, and the reply is a complaint.
How StoryProof solves it
From Pro, a review of 2 stars or fewer can alert your team and send the customer a personal apology email, so the problem is handled before anything else.
- Problem 4
The best candidate will not write much
A busy executive who fits your target buyer perfectly will not type three paragraphs.
How StoryProof solves it
One StoryProof link lets them answer by short video, audio note or text, whichever is quickest for them.
The same customer list, chosen two ways
Asked by habit
- The five customers the team likes talking to
- Mostly small accounts, though the target is mid-sized firms
- One had an open support ticket
- Answers were warm and general
Asked by score
- Five customers who match the target buyer
- Each reached a result in the last month
- Anyone with an open issue moved to “not yet”
- Answers describe results a prospect recognises
In StoryProof
Turn scores into requests with StoryProof
- 1
Score ten customers
Use the scorecard above. Ten is enough to see who stands out.
- 2
Put the top scorers in a smart list
Add them as contacts and group the “ask now” band so the request goes to exactly that list.
- 3
Send the request by email
Requests go out by email. For a key account, paste the collection link into a personal note as well.
- 4
Park the “not yet” group with their trigger
Keep them in a separate smart list named for the trigger, such as “after renewal”, so they are asked at the right moment rather than forgotten.
What happens next: After a month, compare the answers from top scorers with the rest. If they are not better, adjust what you score.
Before you start
What a candidate score cannot know
What this does not cover, and what to check on your side. Better to know now than after launch.
- 01
It only knows what you know
A customer can look perfect on paper and be having a terrible quarter. A quick check-in before asking helps.
- 02
Choosing is fine, implying typical is not
Choosing good candidates is fine; presenting them as typical when results vary is not. Show what customers usually experience.
- 03
Small customer bases skew the score
With twenty customers, few will match every line. Ask the best of what you have.
- 04
Some employers forbid endorsements
Public bodies and regulated firms often bar staff from giving testimonials. A high score does not override that.
FAQ
Questions people ask
Short answers to what usually comes up next.
Who should I ask for a testimonial first?
A customer who matches the buyers you want to win, has a recent result they could describe, and has no open issue with you. Score a few and start with the top.
Should I only ask my happiest customers?
Happy is necessary, not enough. A delighted customer from the wrong segment helps less than a satisfied one who looks exactly like your next buyer.
How many customers should I ask at once?
Start with five to ten top scorers. You learn how the request lands before using up your best candidates.
Can I ask a customer who complained in the past?
If the complaint was resolved well, they may give one of your most convincing testimonials. Ask only once the issue is fully closed.
Still have a question? Ask the StoryProof team or book a demo.
Ask the right customers first
Keep a scored shortlist as contacts and send requests to the people your buyers will recognise.
Last updated 2026-11-05.