Getting permission to tell a customer story without awkwardness

4 days ago
3 min read

Updated: 2 days ago

Introduction

The reason most businesses have no customer stories is not that clients refuse. It is that nobody asks, or the asking is vague enough that it never becomes a yes. A request made properly, at the right moment, with a clear description of what is being proposed, is agreed to far more often than owners expect.

The awkwardness is usually anticipated rather than actual. Customers who were pleased with the work are generally willing to say so, provided they know exactly what they are agreeing to and retain some control over it.

The mechanics matter, and so does the order in which things happen. Both are easy to get right.

1. Getting permission to tell a customer story starts after the work has settled

The timing.

Ask once the outcome is established and they have lived with it, not on the day of completion. A settled view produces a better story and a more comfortable request. Two to four weeks is usually right. Longer where the result takes time to appear.

2. Say exactly what you want to publish

The clarity requirement.

Where it will appear, how long it will be, whether they are named. Vague requests produce vague refusals. Specificity is what makes agreement easy. Send an example of something similar you have published.

3. Offer to write it and send it for approval

The friction remover.

Asking somebody to compose something themselves is a considerable imposition. Drafting it and asking them to correct it is much easier to agree to. Most people prefer this. It also produces a better piece.

4. Give them genuine editorial control

The trust element.

The right to change or remove anything, including after publication. Say so explicitly when asking. It is almost never used and it removes the main hesitation. Mean it, or do not offer it.

5. Offer degrees of identification

The flexible option.

Full name, first name only, job title and sector, or entirely anonymous. Somebody who will not agree to the first will frequently agree to the third. Ask which they would prefer rather than for a yes or no. An anonymous story is still useful.

6. Put it in writing

The record.

A short email describing what was agreed protects both sides and takes two minutes. Verbal permission is easily misremembered. It also documents what may and may not be included. Keep the reply with the file.

7. Handle commercial sensitivity carefully

The content caution.

Figures, methods, suppliers and internal difficulties may all be sensitive even where the customer is happy to be named. Ask specifically about numbers. Remove anything they are unsure about. A story without figures is better than a withdrawn one.

8. Accept a refusal gracefully

The relationship point.

A no should be answered with thanks and never revisited, because pressing damages something worth more than the story. Some organisations have policies rather than preferences. Do not treat it as personal. Ask again in a year if circumstances change.

9. Send them the final version

The courtesy.

The published piece, once live, with a thank you. It closes the loop and is frequently shared onward by the customer. This is a small step with a reliable return.

Be careful about permission granted informally in conversation. What somebody agrees to cheerfully on site may look different once published, and the written confirmation exists to protect the relationship rather than to be legalistic.

Conclusion

Ask properly and most customers will agree.

Wait until the outcome has settled, say exactly what you want to publish and where, offer to write it and send it for their approval, give them real control including afterwards, offer several levels of identification rather than a single yes or no, confirm the agreement in writing, ask specifically about anything commercially sensitive, accept a refusal without revisiting it, and send them the published version with a thank you.