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How to Ask for a Customer Quote: A Comprehensive Guide

Posted by Kevin Yun | Last updated Jun 10, 2024


Obtaining customer quotes is a crucial aspect of business that can significantly impact your marketing efforts, credibility, and overall success. Whether you're seeking testimonials, reviews, or detailed feedback, knowing how to ask for a customer quote effectively can make all the difference. This comprehensive guide will walk you through the process, providing you with valuable insights, practical tips, and proven strategies to help you gather meaningful customer quotes that showcase the value of your products or services.

Table of Contents

  1. Understanding the Importance of Customer Quotes
  2. Preparing to Ask for Customer Quotes
  3. Identifying the Right Customers
  4. Timing Your Request
  5. Crafting Your Request
  6. Choosing the Right Communication Channel
  7. Email Templates for Requesting Customer Quotes
  8. Following Up on Your Request
  9. Handling Customer Responses
  10. Using Customer Quotes Effectively
  11. Legal Considerations and Permissions
  12. Measuring the Impact of Customer Quotes
  13. Common Mistakes to Avoid
  14. Conclusion

Understanding the Importance of Customer Quotes

Customer quotes, also known as testimonials or reviews, are powerful tools that can significantly enhance your marketing efforts. They provide social proof, build trust, and offer authentic insights into the customer experience. Here's why customer quotes are so valuable:

  • Credibility: Potential customers are more likely to trust the words of their peers than promotional content from a company.
  • Relatability: Customer quotes can help prospects see themselves using your product or service.
  • Specificity: Detailed quotes can highlight specific benefits or features that resonate with potential customers.
  • Differentiation: Strong testimonials can set you apart from competitors by showcasing unique value propositions.
  • SEO Benefits: User-generated content in the form of quotes can improve search engine rankings and visibility.

By understanding the significance of customer quotes, you can approach the task of requesting them with greater purpose and motivation.

Preparing to Ask for Customer Quotes

Before reaching out to customers for quotes, it's essential to lay the groundwork for a successful request. This preparation phase involves several key steps:

  1. Define Your Goals: Clearly outline what you hope to achieve with the customer quotes. Are you looking to improve your website's conversion rate, create case studies, or enhance your social media presence?

  2. Identify Key Messages: Determine the specific aspects of your product or service that you want to highlight through customer quotes.

  3. Create Guidelines: Develop a set of guidelines for the quotes, including preferred length, tone, and any specific points you'd like customers to address.

  4. Prepare Resources: Assemble any materials that might help customers provide a quote, such as product information or prompts for specific feedback.

  5. Set Up a System: Establish a process for collecting, organizing, and managing the quotes you receive.

By taking these preparatory steps, you'll be better equipped to make targeted, effective requests for customer quotes.

Identifying the Right Customers

Not all customers are equally suited to provide impactful quotes. To maximize the effectiveness of your efforts, focus on identifying customers who are:

  • Satisfied: Look for customers who have expressed positive sentiments about your product or service.
  • Engaged: Target those who have been using your offering for a significant period or have interacted frequently with your brand.
  • Articulate: Seek out customers who can express their thoughts clearly and compellingly.
  • Representative: Choose a diverse range of customers that reflect your target market segments.
  • Influential: Consider customers who have a strong presence in your industry or a large following on social media.

To identify these ideal candidates, consider the following strategies:

  1. Review Customer Feedback: Analyze past surveys, support tickets, and informal feedback to find customers who have shared positive experiences.

  2. Check Usage Data: Look for customers who frequently use your product or have renewed their subscription multiple times.

  3. Consult Your Team: Ask your sales, customer success, and support teams to recommend customers who might be good candidates for quotes.

  4. Monitor Social Media: Keep an eye out for customers who engage positively with your brand on social platforms.

  5. Analyze Purchase History: Identify long-term customers or those who have made significant purchases.

By carefully selecting the right customers to approach, you increase your chances of obtaining high-quality, impactful quotes.

Timing Your Request

The timing of your request can significantly impact your success rate in obtaining customer quotes. Consider these factors when deciding when to reach out:

  1. Customer Lifecycle Stage: Approach customers when they're likely to be most satisfied, such as:

    • After a successful onboarding process
    • Following a positive customer support interaction
    • Upon achieving a significant milestone with your product
    • At the renewal or upgrade stage of their subscription
  2. Recent Positive Experiences: Capitalize on moments when customers have just had a great experience with your product or service.

  3. Completion of Projects: If your offering contributed to the success of a customer's project, request a quote soon after its completion.

  4. Seasonal Considerations: Be mindful of industry-specific busy periods or holidays when customers might be less responsive.

  5. Time of Day: For B2B customers, consider sending requests during business hours when they're more likely to be engaged with work-related emails.

  6. Frequency: Avoid bombarding customers with frequent requests. Space out your asks to maintain goodwill.

A well-timed request can significantly increase the likelihood of receiving a thoughtful and positive customer quote.

Crafting Your Request

The way you phrase your request for a customer quote can greatly influence the response you receive. Here are some key elements to consider when crafting your request:

  1. Personalization: Address the customer by name and reference specific details about their experience with your product or service.

  2. Clear Purpose: Explain why you're requesting a quote and how it will be used.

  3. Specific Instructions: Provide guidance on the type of feedback you're looking for, but allow room for the customer's unique perspective.

  4. Optional Prompts: Offer optional questions or prompts to help customers structure their thoughts.

  5. Flexibility: Give customers options for how they can provide their quote (e.g., written, video, audio).

  6. Time Estimate: Let them know approximately how long it will take to provide a quote.

  7. Appreciation: Express gratitude for their time and consideration.

  8. Incentives: If appropriate, consider offering an incentive for providing a quote, such as a discount on future purchases or entry into a prize drawing.

Remember to keep your request concise, friendly, and respectful of the customer's time.

Choosing the Right Communication Channel

Selecting the appropriate channel to request customer quotes can significantly impact your success rate. Consider these options and their pros and cons:

  1. Email:

    • Pros: Allows for detailed explanations, can be personalized, and gives customers time to respond thoughtfully.
    • Cons: May get lost in busy inboxes or spam folders.
  2. Phone Call:

    • Pros: Enables immediate interaction and can build stronger relationships.
    • Cons: May be seen as intrusive or catch customers at inconvenient times.
  3. In-Person Request:

    • Pros: Highly personal and can be very effective for building rapport.
    • Cons: Limited to local customers or those you meet at events.
  4. Social Media:

    • Pros: Can be casual and reach customers where they're already engaged.
    • Cons: May not be appropriate for all industries or customer types.
  5. In-App or Website Prompts:

    • Pros: Can catch customers right after a positive experience with your product.
    • Cons: May interrupt the user experience if not implemented carefully.
  6. SMS or Messaging Apps:

    • Pros: High open rates and quick responses.
    • Cons: May be seen as too informal or invasive for some customers.

Choose the channel that best aligns with your customer preferences and the nature of your business relationship. You may also consider using a multi-channel approach for better results.

Email Templates for Requesting Customer Quotes

While personalization is key, having a set of email templates can help streamline your quote request process. Here are five diverse templates you can adapt for different situations:

1. The Straightforward Request

Subject: Share Your Experience with [Product/Service Name]

Dear [Customer Name],

I hope this email finds you well. As a valued customer of [Company Name], we'd love to hear about your experience with [Product/Service Name].

Would you be willing to provide a brief quote about how our [product/service] has benefited you or your business? Your insights would be incredibly valuable in helping potential customers understand the real-world impact of our offerings.

If you're open to this, please reply with a few sentences describing your experience. Feel free to focus on any aspect that you found particularly helpful or impressive.

Thank you for your time and continued support.

Best regards,
[Your Name]
[Your Position]

2. The Milestone Celebration

Subject: Celebrating Your Success with [Company Name]

Hello [Customer Name],

Congratulations on [specific milestone, e.g., "your first year using our platform" or "reaching 10,000 customers through our service"]! We're thrilled to have been part of your journey.

To mark this occasion, we'd love to feature your success story. Would you be willing to share a quote about how [Product/Service Name] has contributed to your achievements?

Your experience could inspire others facing similar challenges. If you're interested, please reply with a brief statement (2-3 sentences) highlighting the impact our [product/service] has had on your business.

We're grateful for your partnership and look forward to continuing to support your success.

Warm regards,
[Your Name]
[Your Position]

3. The Video Testimonial Request

Subject: Invitation to Share Your Story on Camera

Dear [Customer Name],

Your success with [Product/Service Name] has been truly impressive, and we believe your story could inspire many others in the [industry/field].

We're currently producing a series of customer testimonial videos and would be honored if you'd consider participating. This would involve a brief (10-15 minute) video interview where you can share your experience and the results you've achieved with our [product/service].

If you're interested, we'll handle all the technical aspects – all you need to do is share your story. As a token of our appreciation, we'd be happy to offer you [incentive, e.g., "a $100 credit on your next invoice" or "early access to our upcoming feature"].

Please let me know if you'd like to learn more about this opportunity. We're excited about the possibility of featuring your success!

Best wishes,
[Your Name]
[Your Position]

4. The Feedback Follow-Up

Subject: Thank You for Your Feedback – We'd Love to Share Your Experience

Hello [Customer Name],

Thank you for the positive feedback you recently shared about [Product/Service Name] through our customer satisfaction survey. We're delighted to hear that you've had such a great experience.

Given your enthusiasm, we wondered if you'd be willing to elaborate on your experience in the form of a brief testimonial. Your insights would be invaluable in helping potential customers understand the benefits of our [product/service].

If you're open to this, please reply with a short quote (2-3 sentences) about how [Product/Service Name] has positively impacted your work or business. Feel free to focus on any specific features or outcomes that have been particularly beneficial.

We truly appreciate your time and support.

Kind regards,
[Your Name]
[Your Position]

5. The Social Media Spotlight

Subject: Be Featured in Our Customer Spotlight Series!

Hi [Customer Name],

Your recent [social media post/comment] about your experience with [Product/Service Name] caught our attention, and we loved hearing about your success!

We're currently running a "Customer Spotlight" series on our social media channels and website, and we think your story would be perfect to feature. Would you be interested in participating?

If so, we'd love to get a quote from you expanding on how [Product/Service Name] has benefited your [business/work/life]. This could be similar to what you shared on [social media platform], but with a bit more detail.

As a thank you for your participation, we'll not only feature your quote but also include a link to your website/social media profile, giving you some extra exposure to our audience.

If you're interested, simply reply to this email with a brief quote (2-4 sentences) about your experience with [Product/Service Name]. We'll take care of the rest!

Thanks for being an awesome customer. We're looking forward to potentially featuring your story!

[Your Name]
[Your Position]

Remember to customize these templates to fit your brand voice and specific situation. The key is to make each request feel personal and genuine.

Following Up on Your Request

After sending your initial request for a customer quote, it's important to have a follow-up strategy in place. Here are some best practices for following up:

  1. Timing: Wait at least 3-5 business days before sending a follow-up message.

  2. Frequency: Limit follow-ups to 2-3 attempts to avoid being pushy.

  3. Tone: Keep your follow-up messages friendly and understanding.

  4. Value Proposition: Remind the customer of the benefits of providing a quote, such as increased exposure for their business.

  5. Alternative Options: Offer easier ways to provide feedback, such as a quick phone call or a simple rating system.

  6. Graceful Exit: If you don't receive a response after multiple attempts, respectfully close the request.

Here's a sample follow-up email template:

Subject: Quick Follow-Up on Customer Quote Request

Hello [Customer Name],

I hope this email finds you well. I'm just following up on my previous message about sharing your experience with [Product/Service Name].

We understand you're busy, so if a written quote feels time-consuming, we'd be happy to arrange a quick 5-minute phone call at your convenience. Alternatively, if you prefer, you could simply rate your experience on a scale of 1-5 stars and provide a one-sentence comment.

Your insights are valuable to us and would greatly help potential customers understand the benefits of our [product/service].

If you're not interested or able to provide feedback at this time, no worries at all. We appreciate your business and support either way.

Thank you for your time,
[Your Name]
[Your Position]

Remember, the goal is to make it as easy as possible for customers to provide feedback while respecting their time and preferences.

Handling Customer Responses

Once you start receiving responses to your quote requests, it's crucial to handle them effectively. Here's how to manage different types of responses:

Positive Responses

  1. Express Gratitude: Promptly thank the customer for their time and feedback.
  2. Confirm Usage: Clarify how and where you plan to use their quote.
  3. Request Edits: If necessary, ask for permission to make minor edits for clarity or length.
  4. Offer Preview: If possible, show them how their quote will be displayed before publishing.

Negative or Constructive Feedback

  1. Thank Them: Show appreciation for their honesty and time.
  2. Address Concerns: If they've highlighted issues, explain how you plan to address them.
  3. Follow Up: Consider scheduling a call to discuss their feedback in more detail.
  4. Learn and Improve: Use the feedback to enhance your products or services.

No Response

  1. Send a Reminder: After a reasonable time, send a gentle follow-up.
  2. Offer Alternatives: Suggest easier ways to provide feedback, like a quick phone call or survey.
  3. Respect Their Decision: If you still don't hear back, respect their implicit decision not to participate.


  1. Be Understanding: Thank them for considering your request and express understanding for their decision.
  2. Leave the Door Open: Let them know they're welcome to provide feedback in the future if they change their mind.
  3. Seek Insights: If appropriate, politely ask if there's a reason they prefer not to give a quote, as this could provide valuable feedback.

By handling all types of responses professionally and courteously, you maintain good relationships with your customers and potentially gain valuable insights for improvement.

Using Customer Quotes Effectively

Once you've collected customer quotes, it's important to use them strategically to maximize their impact. Here are some best practices for leveraging customer quotes:

  1. Website Testimonials: Feature quotes prominently on your website, especially on high-traffic pages like the homepage and product pages.

  2. Case Studies: Use detailed quotes to build out comprehensive case studies that showcase real-world applications of your product or service.

  3. Social Media Content: Share quotes on your social media platforms to provide social proof and engage your audience.

  4. Email Marketing: Incorporate relevant quotes into your email campaigns to boost credibility and persuasiveness.

  5. Sales Collateral: Include customer quotes in brochures, presentations, and other sales materials to support your value proposition.

  6. Video Testimonials: If you've collected video quotes, create a testimonial video section on your website or YouTube channel.

  7. Press Releases: Use customer quotes to add credibility and real-world context to your press releases.

  8. Ad Campaigns: Incorporate powerful quotes into your advertising materials, both digital and print.

  9. Product Packaging: For physical products, consider including customer quotes on packaging or inserts.

  10. Internal Communications: Share customer quotes with your team to boost morale and reinforce the impact of their work.

  11. Personalized Marketing: Use industry-specific quotes when targeting particular sectors or customer types.

  12. Landing Pages: Feature relevant quotes on landing pages to improve conversion rates.

Remember to:

  • Rotate quotes regularly to keep content fresh
  • Match quotes to specific products, services, or features when relevant
  • Always get permission before using a customer's name or company information
  • Consider creating a dedicated "Wall of Love" or testimonials page on your website

By strategically using customer quotes across various marketing channels, you can significantly enhance your brand's credibility and persuasiveness.

When collecting and using customer quotes, it's crucial to navigate the legal landscape carefully. Here are some key considerations:

  1. Explicit Consent: Always obtain written permission from customers before using their quotes, names, or company information.

  2. Clear Usage Terms: Specify how and where you intend to use the quote, and for how long.

  3. Right to Withdraw: Inform customers that they have the right to withdraw their testimonial at any time.

  4. Authenticity: Ensure all quotes are genuine and unaltered. If edits are necessary, get approval for the final version.

  5. Compensation Disclosure: If you've provided any incentives for testimonials, disclose this information where the quote is used.

  6. Privacy Considerations: Be mindful of any industry-specific privacy regulations (e.g., HIPAA in healthcare) that might affect how you can use customer information.

  7. Trademark Usage: If a customer's quote includes their company name or trademarked terms, ensure you have permission to use these.

  8. International Considerations: Be aware of different legal requirements if you're operating internationally.

  9. Documentation: Keep records of all permissions and correspondences related to customer quotes.

  10. Regular Review: Periodically review your use of testimonials to ensure ongoing compliance and relevance.

Consider creating a standard release form that covers these points:

Customer Quote Release Form

I, [Customer Name], grant [Your Company Name] permission to use my testimonial, as provided on [Date], for marketing and promotional purposes. This includes, but is not limited to, use on websites, social media, printed materials, and advertisements.

I understand that:
- My quote may be edited for length or clarity, with my approval of the final version.
- My name and company name (if applicable) may be used alongside the quote.
- I can withdraw my permission at any time by contacting [Your Contact Information].
- No compensation has been provided for this testimonial (or, if applicable: [Details of Any Compensation]).

Signature: ____________________
Date: ________________________

By adhering to these legal considerations, you protect both your company and your customers while maintaining ethical marketing practices.

Measuring the Impact of Customer Quotes

To ensure your efforts in collecting and using customer quotes are paying off, it's important to measure their impact. Here are some key metrics and methods to consider:

  1. Conversion Rates: Compare conversion rates on pages with and without customer quotes.

  2. A/B Testing: Run tests on different placements, formats, or types of quotes to see which perform best.

  3. Click-Through Rates: For email campaigns or ads featuring quotes, monitor how they affect click-through rates.

  4. Time on Page: Analyze whether pages with testimonials keep visitors engaged for longer.

  5. Social Media Engagement: Track likes, shares, and comments on posts featuring customer quotes.

  6. Quote Request Conversion: Measure how many quote requests result in usable testimonials.

  7. Sales Cycle Impact: Assess whether using quotes in sales materials shortens the sales cycle.

  8. Brand Sentiment: Monitor changes in overall brand sentiment after implementing a strong testimonial strategy.

  9. SEO Performance: Track improvements in search rankings for pages featuring customer quotes.

  10. Customer Feedback: Collect feedback from new customers on how testimonials influenced their decision.

Use analytics tools and CRM systems to track these metrics over time. Regular reporting and analysis will help you refine your strategy for requesting and using customer quotes.

Common Mistakes to Avoid

When asking for and using customer quotes, be aware of these common pitfalls:

  1. Over-editing: Maintain the authenticity of quotes by minimizing edits.

  2. Generic Requests: Avoid sending mass, impersonal requests for quotes.

  3. Ignoring Context: Ensure quotes are used in appropriate contexts that match the customer's experience.

  4. Neglecting Follow-up: Don't forget to thank customers and keep them informed about how their quote is being used.

  5. Overusing Specific Quotes: Rotate your testimonials to keep content fresh and represent a diverse customer base.

  6. Focusing Only on Positive Feedback: Consider how constructive feedback can be used to improve your product or service.

  7. Neglecting Legal Considerations: Always obtain proper permissions and adhere to regulations.

  8. Poor Timing: Avoid asking for quotes during known busy periods for your customers.

  9. Lack of Diversity: Ensure your quotes represent a broad spectrum of your customer base.

  10. Ignoring the Power of Storytelling: Don't just collect one-line quotes; encourage customers to share their journey and results.

By avoiding these mistakes, you can create a more effective and authentic testimonial strategy.


Asking for customer quotes is an art that combines strategy, timing, and genuine relationship-building. When done right, it can provide powerful social proof that boosts your marketing efforts and builds trust with potential customers. Remember to:

  • Prepare thoroughly before making your request
  • Choose the right customers and approach them at the optimal time
  • Craft personalized, clear requests that respect your customers' time
  • Follow up appropriately and handle all responses professionally
  • Use the quotes effectively across various marketing channels
  • Stay mindful of legal considerations and permissions
  • Measure the impact of your customer quotes to continually refine your strategy

By following these guidelines and avoiding common pitfalls, you can create a robust testimonial strategy that not only showcases your satisfied customers but also drives growth for your business. Remember, every happy customer has a story to tell – your job is to help them share it in a way that benefits both them and your business.

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