Once people have put their name and reputation on the line by publicly endorsing a product or service (or person), they will stand behind that decision even if they find out its a bad one.   * Sidebar *   It reminds me of the time when Bill Clinton when "on record" saying "I never had sexual relations with that woman." Even after overwhelming evidence he continued to deny it until he was forced to admit his wrongdoing.   * End Sidebar *   In addition, when you ask your customer for a testimonial, they will feel as though they are helping you and your business grow. Because they feel as though they have a direct hand in the success of your business, they will stay loyal.   Ten Strategies for Successful Customer Testimonials   Theres more to obtaining testimonials than just asking your customers for their comments and feedback. If you want to have powerful testimonials that catch your prospects attention and build a relationship of trust, you should consider the following testimonial strategies.   Strategy # 1: Try to get a testimonial from your customer as soon as possible. This could be the day you make the sale, or within the first week after you make the sale. Your customer will be at their "giddiest" and most motivated to write you a great testimonial during this time period. Dont wait until the honeymoon period is over. Consider having them write the testimonial before they leave your office or store.   Strategy # 2: Always ask your customers to include your unique selling proposition (USP) in the testimonial. For instance, if your USP includes exceptional customer service, same-day installation, and a money-back guarantee then ask your customer to attest to those qualities.   Strategy # 3: Dont ask for customer testimonials in survey requests. Many businesses make the mistake of sending out customer surveys to get feedback from their customers, in addition to testimonials. Your customer needs to have the freedom to stay anonymous and say negative things in your survey, which is opposite of what youre looking for.   Strategy # 4: Have your customers be specific in their testimonials. For instance, if you delivered your product the same day your customer purchased it, tell your customer to include the time that it arrived. If you delivered some kind of outrageous act of customer service have them write specifically about what you did and how it helped your customer.   Strategy # 5: Ask your customer to talk about the struggles they were having previous to receiving the benefits of your product or service. Most likely, the reader will have had the