Where's Your Social Proof? with Shehnaaz Latif is the latest edition of the Business Awards Show. We talked to Shehnaaz, the founder of TOOT Services Limited, about the critical importance of social proof for businesses and award entries. She also told us about her annual event in December, The Impact Showcase.

Shehnaaz's Journey: Despite being naturally shy, Shehnaaz built a 22-year career helping charities and businesses gather evidence of their impact. The name "TOOT" stands for "Tell Others Out There" - encouraging people to celebrate their successes rather than hiding their achievements.

Key Distinctions: Shehnaaz clarifies the differences between testimonials, reviews, and case studies:

• Reviews can be positive, negative, or neutral
• Testimonials are "mini stories with happy endings" - always positive
• Case studies are deeper, longer-term narratives tracking experiences over time with ripple effects

Best Practices:

• Ask the right questions at the right time in the right format
• Avoid leading questions like "How happy are you with my service?"
• Gather evidence throughout the client journey, not just at the end
• Follow up with clients 6-12 months later for case studies
• Use composite case studies when dealing with sensitive topics
• Ensure proper consent, especially for vulnerable clients

The Impact Showcase: Shehnaaz hosts an annual event (first Wednesday in December) where business owners celebrate their impact through client success stories.

Her Takeaway: Focus on service over sales - when motivated by genuine impact, the money follows naturally. Build authentic relationships with clients to gather meaningful testimonials that demonstrate real transformation.

About Shehnaaz

Shehnaaz Latif is an Impact Expert and Wellbeing Advocate with over 22 years' experience helping charities, commuinities and purpose-led businesses collect evidence of the difference their work makes and feedback to learn from. A trauma-informed social researcher and independent evaluation consultant, she's worked with leading funders and grassroots changemakers to design frameworks, capture outcomes, and celebrate real stories of change.

Through her business TOOT services, Shehnaaz now trains organisations and speakers to build ethical, independent social proof that turns quiet impact into visible influence. She is the founder of The Impact Showcase which is an annual event allowing changemakers to connect and share their impact, with heart.

{1:59} Shehnaaz's road to starting TOOT and where the name came from.

{5:30} How Shehnaaz works with clients.

{7:48} The difference between reviews, testimonials, and case studies.

{11:10} How to create a case study.

{13:55} Getting reviews in sensitive situations.

{17:42} Tailoring testimonial requests to get the right responses.

{22:00} Working with charities, corporates, solopreneurs, and SMEs.

{23:35} The Impact Showcase Event.

{25:45} What's next for Shehnaaz?

{31:20} Advice for other entrepreneurs.

Connect with Debbie at: https://thebusinessawardsshow.co.uk

https://bestsmeawards.co.uk/

Connect with Shehnaaz: https://tootservices.co.uk/

LinkedIn: https://www.linkedin.com/company/toot-services-ltd/

Facebook: https://www.facebook.com/shehnaaz.latif

Instagram: https://www.instagram.com/Tootservices

YouTube: https://www.youtube.com/@shehnaazlatiftootservicesltd

The Impact Showcase: https://www.eventbrite.co.uk/e/the-impact-showcase-registration-881249961357?aff=oddtdtcreator