As a well known sales guru once said, “client testimonial videos are a weapon of mass production”. Meaning, they’re they best way to get prospects over the line.
A strong client testimonial video is not simply a customer saying, “They were great.” The most persuasive testimonials tell a compact story: there was a real business problem, the client chose a solution, and something improved as a result.
Open-ended questions help the interviewee relax, speak naturally and give you detailed answers that can be edited into a concise, credible video.
Start with a simple introduction
1. Could you introduce yourself and your business?
Begin with an easy question. Even if it doesn’t end up in the final video, it helps the editor know what to write in the lower third title box.
Establish the problem
2. What challenges were you facing before you found us?
Encourage the client to explain the problem in practical terms: what was difficult, what was at risk and how the issue affected their customers, staff, time, costs or growth. It’s good to really get the interviewee to flesh out the problem. It is what viewers will relate to.
3. What alternatives did you consider?
Asking about other options reveals the client’s decision-making process. It can also clarify why your approach stood out without forcing the interviewee to make an unnatural sales pitch.
Explore the decision
4. Why did you choose us?
Look for specifics. Was it your experience, responsiveness, process, specialist knowledge or understanding of the brief? If the first answer is broad, follow up with: “What gave you confidence?”
5. How long have you worked with us, and why have you continued?
For long-term clients, this question can uncover evidence of trust and consistency. It also gives them an opportunity to explain what keeps the relationship valuable over time.
Show the experience and results
6. What was it like working with our team?
Ask about communication, service and responsiveness. Viewers want to know not only whether the outcome was good, but whether the process felt organised, collaborative and dependable.
7. How do you feel about the final product or service?
This invites an emotional response as well as a practical one. Follow up by asking what they particularly liked or what exceeded their expectations.
8. What outcomes, benefits or results have you experienced?
Specific results make a testimonial believable. Invite the client to talk about measurable changes such as time saved, revenue gained, enquiries generated, costs reduced or improvements in customer experience. If exact numbers are confidential, ask for a percentage, range or concrete example.
9. How has the work delivered value for money?
Value is broader than price. It might include faster delivery, fewer problems, stronger internal confidence or an asset that continues producing results.
Finish with a recommendation
10. What would you say to another business considering working with us?
This often produces the clearest endorsement because the client speaks directly to someone in a similar position. You can also ask, “Who do you think would benefit most from our service?”
Use follow-up questions to find the real story
Your prepared list is only a starting point. The strongest material often comes from short follow-ups:
- Can you give me an example?
- What difference did that make?
- How did that affect the business?
- How did you feel at that point?
- What happened next?
A typical interview may run for around 30 minutes even when the finished testimonial is only a couple of minutes long. That extra conversation gives the editor enough detail to select the most compelling comments. Supporting footage of the client at work can then help illustrate the story and create smooth transitions between interview excerpts.
A client testimonial example: Property for Doctors
The Property for Doctors client testimonial shows how these questions can become a natural customer story. Two doctors discuss their experience with the specialist buyers advocate, while supporting footage of the home they purchased gives the interview visual context.
The example works because it lets genuine clients explain the service in their own words. The interview establishes who they are, why they needed help and what they gained, while the property footage makes the outcome tangible.
A good testimonial follows a simple story arc
Think of the finished video as a journey: introduce the client, establish the challenge, explain the decision, reveal the solution and finish with the results and recommendation. When your questions follow that sequence, the answers are easier to edit into a testimonial that feels authentic and earns trust.
Sometimes a client will explain your service better than you do, because they use the plain English, non technical language that other people not familiar with your specialty, will use.
Ready to capture your customers’ stories?
Clips That Sell can plan the interview, put your client at ease, film the conversation and supporting B-roll, and edit the strongest moments into a polished testimonial video. We can also create plenty of short clips from the same footage for LinkedIn, Instagram, Facebook, TikTok, email campaigns and other marketing channels.
Learn more about client testimonial video production with Clips That Sell.
