Lee Salz offers an article on ManageSmarter.com about reference checks performed by prospects at the final stage of a sale. We go back and forth on this topic often at Select Metrix. Many times prospects want references, but often they do not follow up on them.
However, when they do contact references, this is what occurs:
Many buyers look at the reference step of the buying process as their opportunity to validate the potential supplier’s message. In essence, prospects are searching to ascertain whether a supplier can deliver on the promises made during the buying process. Can the supplier really handle this size account? Are they really that fast or that accurate? Is the service as good as they described?
Salz is exactly correct in that paragraph. The prospects are confirming what they hope will happen if they enter into an agreement with your company. He provides 4 points in approaching these reference checks and how to ensure a good reference call occurs.
You will have to read the article to see his points, but this one is most important:
3. Give more and you’ll get more.
To take it a step further, don’t just send your prospect contact names and phone numbers. Provide a brief narrative explaining to what purpose each client serves as a reference. How many sales people are doing that?
We always do this task when we send out our references and it is most effective. References without context are difficult for the prospect to complete. The danger here is that your prospect will not get to the questions that will help them finalize their decision. A short narrative is the catalyst to an efficient call that puts your topics in play.