How do you collect proof, and how do you handle the money going the other way?
Proof is collected at the moment of result, not asked for at the end. The measure is the share of winners who give a testimonial, a success interview or a Trustpilot review: every third at least, every second is good, some offers reach 70%. Refunds get a call first, a fair decision, and a fast payout. Chargebacks are usually a sales problem.
7 playbooks on proof, refunds and risk, in reading order.
Each one answers the question in its title in the first paragraph, then gives the procedure and the number it reports to.
Ask for proof on the day a client hits a milestone, from the client success manager who logged it.
Acquisition Ace went from almost nothing on Trustpilot to 4.8 with 50+ testimonials in one program.
Collect proof by tying every testimonial request to a logged milestone.
Every refund request gets a call before any decision.
Handle a coaching refund request as a process: acknowledge within one business day, check the client's participation record, hold one call to find the real reason, then decide against your written policy.
Coaching runs a chargeback rate of around 1% of transactions, against an all-industry average of 0.26% in Sift's Q3 2025 data.
In the US, any earnings claim or testimonial in coaching marketing must be truthful, substantiated, and paired with a clear statement of what buyers generally achieve.
