Notes from a Coach Supervisor

Issue brought to supervision:? I have been getting really good verbal feedback from my clients, but that’s not getting converted into testimonials and recommendations for my website and Linked In.? I have asked some people, but they haven’t responded to my requests and I’ve found that really tricky.

As a coach and supervisor, one of the great rewards of our work can the verbal feedback and appreciation we receive from our clients. You know the kind:

"Coaching has changed my life!" "You have a way of helping me see things no one else does." "I feel so much more confident now—thank you!"

Cue the warm glow of pride, a contented smile, and perhaps even a mental high five. And then… silence. These glowing reviews don’t find their way onto your LinkedIn recommendations or your website’s testimonials page.

Sound familiar? You’re not alone. As someone who has had my fair share of unspoken “What if I just asked?” moments, I want to offer some encouragement, ideas, and perhaps a little nudge to help you turn these lovely words into something tangible for you and your potential future clients.

Why aren’t my clients writing testimonials?

First, let’s be clear: clients not leaving a testimonial is not a reflection of their satisfaction. In fact, people often assume their heartfelt words in person or over Zoom are “enough.” Or they might think you’re too busy to care about or need their written testimonial.

Other times, they simply don’t know how to put their experience into words, and the blank screen gets the better of them. And occasionally (brace yourself for this one), they mean to do it but… life happens.

If you don’t ask, you are unlikely to get

Here’s a reality check: if we want testimonials, we need to ask for them. Yes, I know this can feel a bit awkward and cringey. We’re in the business of supporting others, not self-promotion. But remember, a testimonial isn’t about you bragging or showing off, it’s about potential clients understanding the value you bring and getting an insight on that from other people who have worked with you.

The key is to ask in a way that feels authentic, respectful, and gentle. Let’s unpack how you can do that without feeling like you’re pushing too hard or making it too cringeworthy.

1. The well-timed ask

Timing is everything - strike while the gratitude is fresh! That’s often right after a session, at the end of a coaching programme, or during a final review.

You might say: "I’m so glad to hear this session made a big impact for you. If you’re comfortable, would you mind sharing a few sentences about your experience as a testimonial? It would really help others see how coaching can be valuable."

This frames the request as a way for them to help others, so they are not doing it just for you but for something bigger too.

When you are asking for feedback as part of the coaching process, ask at the same time if you can use anything pertinent to share as part of promoting your coaching to others.?

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2. Make it easy for them

Some clients freeze at the thought of writing. So how can you make it easy?

Perhaps offer a short structure or prompt they can follow e.g.:

• What was the challenge you were facing before we started working together?
• What changed for you during our work together?
• What is different for you now, and how has it impacted your life/work?

Or you could offer to write a quick draft based on what they’ve verbally shared, which they can then tweak and make their own

If they say it, you can ask if you can write it down and use it.?

Many clients will appreciate the guidance and the help with getting started on writing something.?

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3. Normalise the ask

We tend to overthink asking for testimonials, but if you make it a routine part of your process, it will feel more natural—for you and your clients.

Consider adding a simple request to your follow-up emails or session closure steps: "As we wrap up, if you’ve found our work together helpful, I’d be so grateful if you could share a short testimonial or LinkedIn recommendation. Here’s the link to make it easy"

Make sure to provide the exact link to your LinkedIn recommendations page or your testimonial form. No one likes hunting for links.

Contract for it at the beginning of the relationship – seek permission for sharing feedback, if it is appropriate to do so. Always offer that feedback can be used anonymously – not everyone wants their name in lights.

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4. Share their words with gratitude

When you do receive a testimonial, don’t just copy and paste it quietly. Thank your client for their kind words and let them know how much it means to you. A little public recognition (if appropriate) can go a long way. For example:? "A big thank you to [client name] for this generous testimonial. It’s a joy to see how coaching has supported your journey!"

This reinforces the relationship and makes future clients more likely to leave their own reviews.

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A reminder to not take it personally

If you ask and don’t receive a testimonial, it’s not a critique of your work. Life gets in the way, or perhaps the client is unsure what to say. Keep in mind that the verbal feedback you’re getting is still a testament to the impact you’re making.

And sometimes, a client’s journey with you is deeply personal. They may not want to share their experience publicly, and that’s okay, too.

To help with this, you can offer anonymity with testimonials – with just using a job title or something generic like ‘senior manager in the banking industry’ – to keep their identity completely private.

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It is okay to ask

You don’t have to feel awkward or pushy. Asking for testimonials is just another way to celebrate the work you’re doing and invite others to join you on the coaching journey.

So go ahead and ask. As we say in the north ‘shy bairns get nowt’ - if you don’t ask you are unlikely to get.? Your future clients are out there, scrolling through LinkedIn and visiting websites and waiting for the encouragement and assurance that your testimonials may provide.

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As we know in coaching, there are many lenses through which we can look at things. These are my lenses and the thoughts expressed are mine, based on my learning and experience as a coach and supervisor. If this topic resonates with you, I encourage you to take it to coach supervision to explore it some more.

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