The Definitive Guide to Collecting Testimonials from B2B Enterprise Clients

Executive Summary: Collecting testimonials from B2B enterprise clients is one of the highest-leverage marketing activities a company can undertake, yet it remains one of the most mishandled. This guide covers every stage of the process — from building a culture of testimonial collection inside your organization, to navigating enterprise legal and approval workflows, to turning raw client feedback into conversion-driving social proof. Whether you are just starting out or trying to systematize an existing but haphazard process, you will find a complete, actionable blueprint here.

Introduction: Why Enterprise Testimonials Are Worth the Extra Effort

Ask any seasoned B2B marketer about their most persuasive sales asset, and the answer is almost always the same: a candid, specific endorsement from a recognized enterprise customer. Not a polished case study written by a copywriter. Not a logo wall. A real human being at a real company saying, in their own words, "This solved our problem."

The challenge is that the process of collecting testimonials from B2B enterprise clients is fundamentally different from collecting them in a consumer or SMB context. Enterprise stakeholders move slowly. Legal teams scrutinize every word. Procurement relationships are guarded. Multiple approvals sit between a happy customer and a published quote. Yet when you do land that endorsement from a VP at a Fortune 500 company, a Director of Engineering at a well-known SaaS platform, or a Chief Procurement Officer at a global manufacturer, the downstream impact on trust, pipeline velocity, and close rates is enormous.

This guide is built around a single premise: collecting testimonials from B2B enterprise clients is a repeatable, systematizable process — not a matter of luck or personal charm. You will learn how to build the right internal infrastructure, approach the right stakeholders at the right moments, navigate the approvals maze, and format the final testimonials so they do maximum conversion work across your website, sales collateral, and product.

Section 1: Understanding the Enterprise Testimonial Landscape

What Makes B2B Enterprise Clients Different

Before you design a single outreach email, you need to understand why enterprise clients require a completely different playbook than smaller customers.

Decision-making is distributed. The person who is happiest with your product is rarely the person with authority to approve a public statement. In enterprise organizations, a satisfied end user might need sign-off from their marketing team, their legal department, their communications officer, and sometimes even their executive leadership before a single sentence can go public under the company name.

Relationships are high-stakes and long-tenured. Enterprise clients are often multi-year contracts worth hundreds of thousands or millions of dollars. A clumsy or tone-deaf testimonial request can genuinely damage the relationship — especially if it arrives at the wrong moment, such as during a contract renewal discussion or after a support incident.

Reputational sensitivity is acute. Large organizations have sophisticated communications teams whose job is to manage exactly how the company name appears in third-party marketing. They are not being difficult — they are doing their jobs. Understanding this removes resentment and helps you work with their processes rather than around them.

The upside is proportionally larger. A testimonial from a VP at a recognizable enterprise brand carries many times more weight than ten testimonials from unknown small businesses. Your sales team can drop that single logo into a presentation and watch the room's posture change. The effort is higher, but so is the return.

Types of Testimonials You Can Collect from Enterprise Clients

Not all testimonials are created equal, and enterprise environments offer several distinct formats worth pursuing.

Written quote testimonials are the most portable format — a paragraph or two, attributed to a named individual with their title and company. These appear on your website, in sales decks, in email sequences, and in proposal documents.

Video testimonials are significantly more persuasive and increasingly expected by sophisticated buyers. A 60-to-90-second video from a credible enterprise stakeholder can be the deciding factor in a competitive deal. They are harder to produce in an enterprise context due to approval workflows and logistics, but the investment pays off.

Case studies with testimonial elements weave quantified outcomes together with direct quotes. These are longer-form and require more client investment, but they are the gold standard of B2B social proof.

Review site testimonials on platforms like G2, Gartner Peer Insights, or Trustpilot are increasingly influential, particularly in SaaS buying cycles. Enterprise buyers actively consult these during vendor evaluation.

LinkedIn recommendations and posts from enterprise employees carry their own unique weight because they are tied to professional identity and are publicly searchable.

Section 2: Building Your Internal Testimonial Infrastructure

Creating a Testimonial Collection System Before You Need It

The single most common reason companies fail to collect testimonials from B2B enterprise clients is that they have no system in place. Testimonial collection is treated as reactive — something that happens when a salesperson or customer success manager happens to remember to ask — rather than as a structured, repeatable workflow.

Before you send a single request, you need to establish:

A central owner. Testimonial collection should have one accountable person — typically someone in marketing or customer success — whose job description explicitly includes this responsibility. Without a named owner, testimonials fall into the gap between departments.

A tracking mechanism. Create a simple spreadsheet or CRM tag that identifies every enterprise client account, their relationship health score, their contract anniversary date, and whether a testimonial has been requested, approved, or published. This is your pipeline for social proof the same way your sales team has a pipeline for revenue.

A library of formats and examples. When a customer says yes, you need to be ready immediately with options. Have templates for written quotes, a video brief document, and a review site guide ready to send.

A clear internal handoff process. Customer success managers are best positioned to identify the right moment, but marketing usually owns the final testimonial asset. Define how the handoff works.

Aligning Sales, Customer Success, and Marketing

Testimonial collection from enterprise clients is a cross-functional effort, and misalignment between these three teams is responsible for more missed testimonial opportunities than any other factor.

Sales often has the warmest relationships but the most to lose from an awkward request. Customer success has visibility into client satisfaction and health scores. Marketing knows which formats and messages will do the most conversion work. You need all three teams aligned on:

Which clients are good candidates right now
Who the right internal contact is to make the request
What the handoff looks like when a client says yes
How credit and recognition for securing testimonials flows back to the individuals who made it happen

Pro Tip: Consider adding a testimonial conversation as a specific milestone in your customer success playbook — something that happens at the 90-day mark and again at every major renewal. This normalizes the conversation and removes the awkwardness of asking "out of nowhere."

Section 3: Identifying the Right Clients and the Right Moments

The Enterprise Testimonial Candidate Matrix

Not every satisfied enterprise client is a good testimonial candidate at any given time. Pursuing the wrong client at the wrong moment wastes goodwill and poisons the well for a future request. Use a simple matrix to prioritize your outreach.

High priority candidates:

Clients who have achieved a documented, measurable outcome with your product
Clients who have renewed their contract, expanded their seats, or upgraded their plan
Clients who have voluntarily referred another enterprise prospect to you
Clients who have mentioned your product positively in a public forum — a LinkedIn post, a conference presentation, or a tweet
Clients who have given high NPS scores (9 or 10) in a recent survey

Lower priority or hold candidates:

Clients currently in active contract negotiations
Clients with open, unresolved support tickets or escalations
Clients who have recently experienced a significant product incident that affected their operations
Clients in industries where your brand association might be sensitive for regulatory or reputational reasons

Timing Your Request for Maximum Success

The optimal moment to request a testimonial is immediately after a "success moment" — a point where the client has just experienced a tangible win connected to your product. Examples include:

They just hit a milestone they were working toward (a certain number of users onboarded, a cost-saving target reached, a time-to-market goal achieved)
They just renewed or expanded their contract, which is a revealed preference that they are satisfied
They just presented your shared success story internally at their company
A senior stakeholder just sent a genuinely positive email or Slack message to their customer success manager

That positive email or message, by the way, is itself a testimonial in raw form. Train your team to recognize these moments and respond immediately. A simple reply of "That is wonderful to hear — would you be comfortable with us sharing something like this publicly?" can convert spontaneous enthusiasm into a published testimonial within days.

Section 4: Crafting Your Testimonial Request

The Anatomy of an Effective Enterprise Testimonial Request

The way you ask is as important as when you ask. Enterprise clients receive dozens of vendor requests weekly. A generic, template-looking email asking them to "leave a review" will be deleted or ignored. Your request needs to feel personal, be low-friction, and make the value exchange clear.

An effective enterprise testimonial request contains:

A personal opener. Reference something specific about the relationship — a recent outcome, a conversation you had, a milestone they reached. Show that this is not a mass email.

A specific ask. Do not ask vaguely for "feedback" or "thoughts." Say exactly what you are looking for: a 2–3 sentence written quote, a 5-minute video call, or a review on a specific platform.

A clear why. Explain briefly why their voice specifically matters. Enterprise clients are busy; they need a reason to prioritize your request. "As one of our most established enterprise partners in the financial services space, your perspective would be uniquely credible to the buyers we work with" is far more compelling than "Your feedback would mean a lot to us."

A friction-removal mechanism. Offer to draft something for them to review and edit. Most enterprise stakeholders will not write a testimonial from scratch, but they will approve and refine a draft that you provide. This is standard practice and entirely acceptable.

A clear process description. Tell them what happens next — who will review it, what approvals you are expecting from your side, and what their legal team will need. For enterprise clients especially, removing process uncertainty reduces hesitation.

Sample Outreach Sequence

Here is a practical three-step sequence for requesting a testimonial from an enterprise client.

Step 1 — Warm signal acknowledgment (immediately after success moment):
Reach out via the channel where the success moment was expressed — email, Slack, or a direct reply. Acknowledge the outcome warmly and plant the seed: "It would be wonderful to eventually share a story like yours with other teams who are considering this journey. Would you be open to a quick conversation about that at some point?"

Step 2 — Formal request (5–7 days later):
Send a short, personalized email with the specific format request, a draft quote they can edit, and a brief description of the approval process. Attach any legal or brand usage guidelines you already have so their team knows what you will ask them to sign.

Step 3 — Follow-up (10–14 days later):
A single, polite follow-up if there has been no response. Frame it as checking whether the timing is right rather than chasing. "Totally understand if now is not the right moment — I wanted to check in and see if there is a better time later in the quarter."

Common Mistake to Avoid: Never CC the client's executive sponsor on a testimonial request without warning their primary contact first. This creates pressure dynamics that feel manipulative and can seriously damage the relationship.

Section 5: Navigating Legal, Brand, and Approval Workflows

Understanding Why Enterprise Approvals Take Time

Legal and brand approval processes at large organizations are not obstacles to route around — they are a feature of working with sophisticated clients and need to be respected and planned for. When you understand why approvals take time, you can design your process to work within those timelines rather than being surprised by them.

Common reasons for approval delays:

Legal review is often required any time a company's name appears in third-party marketing materials. Legal teams need to confirm there are no claims that could create liability, no confidentiality violations, and no language that contradicts public statements the company has made.

Communications or PR team review ensures the quote aligns with the company's public messaging and does not expose them to reputational risk.

Executive approval may be required when senior titles (VP, C-suite) are associated with the testimonial.

Procurement or vendor management review sometimes occurs at organizations with strict policies around vendor relationships and endorsements.

Build a timeline of 30–60 days into your planning for enterprise testimonials. Some will move faster; some will take longer. Having a realistic expectation means you will not send impatient follow-up emails that create friction.

Creating a Frictionless Approval Package

The goal is to make the approval process as easy as possible for the client's internal stakeholders. Prepare a complete package in advance:

Draft testimonial text in two or three length variants so approvers can choose the format that works best for their internal guidelines.

Usage rights language that is clear, specific, and limited in scope. "We would like to use your name, title, and company name alongside this quote on our website and in sales materials" is more approvable than open-ended usage rights. The narrower your ask, the faster the approval.

Brand guidelines acknowledgment indicating that you will follow their brand usage policies (using their correct logo version, not modifying it, etc.).

An expiry or review clause if relevant — some enterprise clients are more comfortable knowing the testimonial will be reviewed annually or that they can request removal with reasonable notice.

Pro Tip: Ask your client contact if their organization has a standard vendor reference agreement or testimonial form. Many large enterprises do. If they have their own form, use it rather than introducing yours. This dramatically simplifies the approval process because the document has already been pre-approved by their legal team.

Handling Legal Pushback Gracefully

Sometimes legal teams will come back with edits that remove the most specific or compelling claims from a testimonial. Handle this diplomatically.

If they remove a specific metric (say, "reduced our processing time by 40%"), ask whether they are comfortable with a vaguer version ("meaningfully reduced our processing time"). If they remove the company name entirely, ask whether the contact can be attributed as a "Director of Operations at a Fortune 500 financial services firm." Anonymous but contextualized attributions still carry weight and are far better than no testimonial at all.

Never argue with a client's legal team. The relationship is always worth more than any single piece of content.

Section 6: Producing High-Quality Video Testimonials with Enterprise Clients

Why Video Is Worth the Added Complexity

Video testimonials from enterprise stakeholders are among the most powerful sales assets in B2B marketing. They are difficult to fake, they convey tone and emotion in a way written quotes cannot, and they show the buyer a real human being willing to put their professional reputation behind a vendor recommendation.

The logistical complexity is real — coordinating schedules, managing recording quality, navigating approvals for video content — but the output is worth it for your highest-profile clients.

Production Options for Enterprise Video Testimonials

Self-recorded with guided brief: Send the client a simple one-page brief with three or four specific questions to answer, guidance on environment and lighting (quiet room, natural light, camera at eye level), and technical instructions. Many modern enterprise professionals are comfortable on camera after years of video calls, and the raw, slightly imperfect quality of a self-recorded video can actually increase authenticity.

Professional production at their office: For flagship clients and anchor case studies, hiring a videographer to travel to the client's office produces the highest-quality output. This requires more client scheduling coordination but signals that you take the relationship seriously.

Remote professional recording: Services exist that ship a high-quality camera kit to the client's location, walk them through setup, and record the session remotely. This balances quality and logistics well for enterprise clients who are geographically dispersed.

Conference and event capture: If a client is speaking at an industry conference about outcomes they achieved with your help, that is an ideal moment to capture footage. The professional conference setting adds credibility, and the client is already prepared to talk about the topic.

Questions That Produce Compelling Video Testimonials

The quality of your questions determines the quality of your video content. Avoid generic prompts. Instead, use questions that draw out specific, story-driven answers:

What was the core problem you were trying to solve before you started working with us, and what had you tried before?
Walk me through a specific moment when you realized this was working differently than previous solutions.
What would you say to a peer in your industry who is currently evaluating options in this space?
What has the impact been in terms of your team's time, budget, or strategic priorities?
What surprised you most about the experience?

Common Mistake to Avoid: Do not send a list of ten questions and ask the client to answer all of them. Choose three or four, sequence them to build a narrative arc, and brief the client so they can prepare concise answers. Long, rambling videos are difficult to edit into usable clips.

Section 7: Importing and Managing Testimonials from Third-Party Platforms

Leveraging Existing Reviews You May Already Have

Many B2B companies are sitting on a goldmine of existing testimonials from enterprise clients across platforms like G2, Gartner Peer Insights, Trustpilot, LinkedIn, and even Twitter/X — and they are not using them effectively.

The first step in a comprehensive collect testimonials B2B enterprise strategy is to audit what already exists. Search your company name on G2, Google, LinkedIn, and other relevant review platforms. Identify testimonials from enterprise clients — look for titles, industries, and company sizes that match your ideal customer profile. These are already published, already approved by the person who wrote them, and already indexed for SEO.

Platforms like Say About Us allow you to import testimonials directly from sources including Twitter/X, LinkedIn, and G2, centralizing them in a single management dashboard so you are not manually copying and pasting quotes across your website and sales materials.

Encouraging Enterprise Clients to Leave Reviews on Specific Platforms

Review site testimonials from enterprise clients are particularly valuable because they are independently hosted and carry implicit third-party verification. To encourage enterprise clients to leave reviews:

Make the platform choice strategic. Know which review platforms matter most to your buyers. For SaaS enterprise buyers, G2 and Gartner Peer Insights are often consulted during vendor evaluation. For enterprise services firms, LinkedIn recommendations carry significant weight. Focus your clients on one or two platforms rather than spreading their attention.

Lower the barrier with a direct link. Do not ask your client to find the review platform themselves. Send them a direct link to the review page for your product, and if the platform offers an invitation mechanism, use it.

Explain the anonymity options. Many enterprise professionals do not know that review platforms like G2 allow them to leave a review without publicly displaying their name or company name. Knowing this option exists often removes the main barrier for clients who want to help but cannot navigate their company's approval process.

Section 8: Showcasing Testimonials for Maximum Conversion Impact

Matching Testimonial Format to Buying Stage

Collecting testimonials is only half the job. How you deploy them across your marketing and sales infrastructure determines whether they actually move buyers.

Top-of-funnel (awareness): Short, punchy quotes on your homepage, social media, and paid advertising. Enterprise logos and recognizable company names. Focus on the emotional shift — "This changed how our team thinks about the problem."

Mid-funnel (evaluation): Detailed written testimonials and video testimonials on product pages, comparison pages, and solution-specific landing pages. The buyer is evaluating; they need specifics. Focus on outcomes, integrations, and reliability.

Bottom-of-funnel (decision): Full case studies with quantified outcomes, testimonials from peers in the exact same role or industry as the buyer, and reference call offers backed by willing enterprise clients. The buyer is nearly decided; they need risk reduction and peer validation.

Building a Wall of Love for Enterprise Social Proof

A curated Wall of Love — a dedicated page or section of your website that aggregates testimonials — is a powerful conversion asset, especially when it is populated with enterprise-level clients. Buyers who land on a Wall of Love page immediately scan for names, titles, and companies they recognize.

The most effective enterprise Walls of Love are filterable by industry, company size, or use case, so a VP of Operations at a manufacturing company can see testimonials specifically from people like them. This specificity dramatically increases the perceived relevance of the social proof.

Say About Us provides a Wall of Love embed feature that can be deployed on Webflow, Framer, and Next.js sites with no custom development work, making it practical even for lean marketing teams.

Testimonial Widgets in Product and Sales Contexts

Beyond your website, consider where testimonials can reduce friction in the sales process itself:

In proposals: Include a one-page "What our enterprise clients say" section that matches the prospect's industry and business size.

In email nurture sequences: A single, relevant testimonial from a recognizable enterprise client embedded in a nurture email consistently outperforms generic benefit statements.

In sales call decks: Video testimonial clips embedded in sales presentations — particularly ones from clients the prospect might recognize — can shift the energy of a demonstration.

Inside the product itself: Testimonials from successful enterprise users shown during onboarding can reduce time-to-value anxiety for new enterprise teams going through implementation.

Section 9: Maintaining the Testimonial Relationship Over Time

Treating Testimonials as Living Assets

A testimonial is not a one-time transaction. The client who gave you a quote in year one may be willing to participate in a video case study in year two, speak as a reference for a target account in year three, and join a customer advisory board in year four. Every step in that journey depends on the previous one going well.

Keep a log of every client who has participated in any testimonial or reference activity, what they agreed to, and when. Review this log quarterly alongside your customer health scores. When you know a client is due for a check-in, use the opportunity to share how their testimonial has performed — "Your quote has been featured in our enterprise landing page and was mentioned by two prospects who closed last quarter" — and explore whether they are open to a deeper collaboration.

Giving Before You Ask

The most reliable way to create enterprise clients who are eager to give testimonials is to give them significant value before asking. This means writing about their business in your own content, promoting their leadership on social media, involving them in product beta programs, featuring them in your own conference or webinar programming, and making introductions within your network.

When you ask a client for a testimonial after a sustained track record of giving, the dynamic is entirely different from a cold ask. You are asking them to participate in a reciprocal professional relationship, not requesting a favor.

Pro Tip: Consider building a formal customer advocacy program for your enterprise clients, with structured benefits (early product access, co-marketing opportunities, speaking placements, an advisory stipend) tied to participation in reference and testimonial activities. This creates a sustainable pipeline of enterprise social proof rather than one-off wins.

Section 10: Measuring the ROI of Your Enterprise Testimonial Program

Metrics That Matter

Testimonial collection is an investment, and like any investment, it should be measured. Too many companies treat testimonials as a qualitative marketing nice-to-have rather than a trackable revenue lever. Here is how to build a measurement framework.

Collection metrics:

Number of enterprise testimonials collected per quarter by format (written, video, review)
Percentage of eligible enterprise accounts with at least one active testimonial
Time from request to approval for enterprise testimonials (track this to identify bottlenecks)
Testimonial request acceptance rate by approach (direct request vs. drafted quote offered vs. review site invitation)

Usage metrics:

Number of deals where a testimonial was shared with the prospect
Which testimonials are most frequently used by the sales team
Page views and engagement data for your Wall of Love and testimonial landing pages
Video testimonial play rates and completion rates

Revenue impact metrics:

Win rate in deals where a matching-industry testimonial was deployed vs. deals without one
Influence on pipeline velocity — do deals close faster when testimonials are shared at specific stages?
Attribution in closed-won surveys — how often do buyers cite peer testimonials as a decision factor?

Connecting testimonial activity to deal outcomes closes the loop and gives you the internal business case to invest more resources in the program.

Frequently Asked Questions

How do I collect testimonials from B2B enterprise clients who have a strict no-endorsement policy?

Many enterprise clients have formal policies that prevent them from endorsing specific vendors in ways that could be perceived as a conflict of interest or preferential treatment. In these cases, explore alternatives: an anonymous attribution ("Director of Engineering at a global technology company"), a review on a third-party platform where the client controls their own account, a reference call with a willing prospect where no written approval is needed, or an internal case study that the client shares within their own network without a public co-branding requirement. Some clients will also allow participation in anonymous industry research reports that include their data without their name.

What is the best way to ask a happy enterprise client for a testimonial without damaging the relationship?

The key is timing and framing. Ask immediately after a documented success moment, frame it as an opportunity rather than a request ("We would love to tell your story — it could help others in your industry solve the same challenge"), offer to do all the heavy lifting by drafting the testimonial for their review, and make it clear that any approval or refusal will be respected without pressure. The ask itself, when done thoughtfully, typically strengthens the relationship because it signals that you value the partnership and want to share its success.

How long does enterprise testimonial approval typically take?

Plan for 30–60 days as a baseline. Organizations with streamlined PR and legal processes sometimes turn approvals around in one to two weeks. Organizations with complex governance structures, particularly in regulated industries like financial services, healthcare, or government contracting, can take three to six months. Build this timeline into your content planning calendar and never treat an enterprise testimonial as a last-minute asset.

Should I offer incentives to enterprise clients in exchange for testimonials?

Financial incentives for testimonials are ethically problematic and explicitly prohibited by FTC guidelines, which require disclosure of any material exchange connected to an endorsement. However, non-financial recognition — featuring the client's logo prominently, co-authoring content with their name, giving them speaking opportunities — is standard practice and does not raise compliance concerns. Many enterprise professionals are motivated by professional visibility and thought leadership positioning, not monetary compensation.

How do I handle a situation where the testimonial I collected is no longer accurate because the client has churned or the relationship has soured?

Remove it immediately. Publishing a testimonial from a former client — especially one who left under difficult circumstances — is a reputation risk if it comes to light, and it will create awkward moments if a prospect reaches out to that contact during a reference check. Make it a standard practice to audit your testimonial library against your current active customer list at least twice per year. Archive rather than delete old testimonials so you retain a record of them for internal purposes.

What should I do when an enterprise client gives an enthusiastic verbal endorsement but cannot or will not formalize it in writing?

Document the conversation internally, flag that account as a reference-willing client for phone calls rather than written materials, and revisit the written testimonial request in a future quarter when circumstances may have changed. Sometimes the barrier is genuinely temporary — an ongoing legal review, a company communications blackout period, or a recent acquisition. A client who cannot give a written quote today may be perfectly willing in six months.

How do I get enterprise clients to record video testimonials when they are camera-shy or have strict media appearance policies?

Give them maximum control and minimum pressure. Offer a self-recorded format where they can record multiple takes at their own pace rather than performing live for a videographer. Provide very specific, short questions (three questions, under two minutes total) so the commitment feels manageable. Share examples of other executive-level clients who have recorded simple, conversational video testimonials to normalize the format. If video is truly off the table, a professionally designed written quote displayed prominently on your website is still a strong asset.

Conclusion: Building a Sustainable Enterprise Testimonial Engine

The process of collecting testimonials from B2B enterprise clients is not a one-off campaign — it is an ongoing program that, when built correctly, compounds in value over time. Every enterprise testimonial you collect today lowers the cost of acquiring the next enterprise customer tomorrow. Every reference call a satisfied client takes accelerates a deal that might otherwise have stalled. Every video from a recognizable enterprise stakeholder on your website does quiet selling work around the clock.

The companies that win at collect testimonials B2B enterprise programs share a common set of habits: they treat testimonial collection as a revenue function rather than a marketing afterthought, they build internal systems before they need them, they invest in client relationships long before making any ask, and they deploy the social proof they collect with the same strategic discipline they bring to any other revenue-generating activity.

Start where you are. If you have no system today, build the tracking spreadsheet this week. Identify your top five enterprise clients who are healthy, happy, and approaching a renewal milestone. Write a personalized outreach for each one. Commit to one enterprise video testimonial this quarter. Small, consistent action builds into a program that fundamentally changes how you sell.

If you are ready to centralize and showcase the enterprise social proof you already have — and the testimonials you are about to collect — explore how Say About Us can help you import, manage, and embed testimonials across your website and sales materials, from a Wall of Love to widget embeds that work across every major web platform.

Your happiest enterprise clients are willing to tell your story. Give them a great process, and they will.

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