How to Pick the Right Client (and Help Them Say Yes)

Not every happy customer makes a great testimonial.
Harsh truth? Maybe. But if you're investing in a case study or client story, it’s worth taking a beat to pick the right client—not just the first one who comes to mind.

We created the Vouch Client Picker Worksheet to make this process easier, and in this post, I’ll walk you through some of the thinking behind it.

These tips will help you choose wisely—and make it easier for clients to say yes.

1. Think Beyond “They Liked Us”

If you’ve ever had a client say, “You were awesome, thanks so much!”—that’s great.
But for a truly impactful testimonial, you need more than praise. You need a story.

Ask yourself:

• Did this client have a clear problem that we helped solve?
• Was there a transformation or result they experienced?
• Can they speak confidently and positively about our work?

In the Client Picker Worksheet, we help you map this out—it’s one of the first steps to identifying the kind of story that will resonate with your future clients.

2. Choose Clients That Align With Your Goals

Think about where your business is headed. Who do you want more of?

• If you're aiming to work more with SaaS companies, feature a SaaS client.
• If you're targeting medium-sized businesses in the finance space, highlight one of those.

Case studies are magnets, and magnets only work if they’re attracting the right people.

In the worksheet, we guide you to define your “dream client types” before you go digging through your CRM or email list.

3. Ask Yourself: “Would I Clone This Client?”

This is a gut check.

• Was the working relationship respectful, communicative, and enjoyable?
• Did they value your process and give you the kind of input you needed to succeed?

The worksheet includes a column just for this—asking if you’d actually want more of this type of client.
It’s a quick way to weed out ones who looked good on paper but made you want to scream during the project.

4. Timing Matters: Ask at the Right Moment

The best time to ask for a testimonial is right after you’ve delivered value. That moment when your client is buzzing with appreciation? That’s the sweet spot.

It’s much harder to go back six months later and hope they remember the details or feel the same excitement.

That said, you can also plan ahead. If you're starting a project that you know will be a showcase piece (like a big rebrand, a full website build, or a long-term campaign), bring it up at the beginning. Let them know you'd love to capture their journey at the end—that way it's not a surprise when you ask later.

There’s space in the worksheet to note clients you’re currently working with who might be ideal, so you don’t forget to ask when the timing is right.

5. Don’t Be Afraid to Sweeten the Deal

Even the happiest clients might hesitate when asked for a testimonial. Not because they don’t love you, but because:

• They’re busy
• They’re unsure of what’s involved
• They’re not confident on camera

This is where a small nudge can go a long way. Consider offering:

• A discount on a future service
• A thank-you gift or voucher
• A donation to a charity they care about
• A shout-out on your social media
• Early access to a new product or service

It’s not about bribery. It’s about appreciation.

We even included a reminder in the Client Picker Worksheet to think about what gesture might help your client say yes with less hesitation.

6. Make It Easy to Say Yes

Once you've picked the client, don’t just shoot off a “Can you do a testimonial?” message and hope for the best.

Instead:

• Tell them why you’ve chosen them
• Be clear on what’s involved
• Reassure them that it’ll be quick, easy, and guided
• Give them options and a clear next step

When clients feel supported and know what to expect, they’re much more likely to agree.

Final Thought

Choosing the right client isn’t about picking your most famous name. It’s about choosing the right voice for the story you’re trying to tell.

The best stories:

• Reflect your ideal client
• Show real results
• Help others imagine working with you

If you want help making the process faster and clearer, download the Vouch Client Picker Worksheet—it’s free, super practical, and has helped dozens of businesses get better testimonials with less stress.

👉 Click here to download the Client Picker Worksheet and start choosing your next testimonial the smart way.

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