What is a Customer Reference and how do you ask for one politely? Dive in to get insights on how it is done and some interesting statistical notes too.
People have stopped trusting sales folks altogether. Since they have been ‘programmed’ to convert all no’s into nods, prospects find it hard to trust their words. Let’s face it – aren’t they saying it all to get the product sold out? However, if you give those prospects a little proof of a customer who was absolutely delighted with your product or service, there are higher chances of them buying the belief or the product.
Although the game of customer reference can be a pretty risky venture, you need to know what to do and specifically what not to do. When you play your cards right, there is a golden chance that won’t just add a new customer but also augment relationships with your existing references. Before we dive into how to ask for a customer reference, let us brush up on some basics.
The definition of customer reference is a person or a company that is willing to share positive feedback or story about one of your products, services, or overall customer experience at large. They are the ones who at the higher likelihood of spreading a positive word about your brand to their friends and relatives. In the customer success dictionary, they would be tagged as ‘promoters on the NPS scale’.
While we know what customer reference is. Let us now know what it is not. A customer reference is not a favor! Customers who loved your product, staff, or services would want you to succeed and prosper in your business. Further, it gives the customers an opportunity to promote themselves and their success stories with your brand to a peer. It’s nowhere near being persuasion or pressure to air a positive review for your company.
In fact, according to a Customer Reference Data Survey Report by Veeva, it has been stated that 69% of the customers cited the need to improve targeting, segmentation and alignment was one of the top most drivers for customer reference data improvement initiative.
Pick a customer who has had a genuinely happy experience with you. The best way to find the ‘one’ is by learning how well they have implemented and benefitted from the product or service in their personal lives. If the answer turns towards a positive note, that means they are the ones who are willing to go the extra mile for you. Their satisfaction and happiness is all that you need to achieve a good customer reference. Once that happens, the rest will automatically fall back into their places.
You have already worked really hard to get these customer references, so, don’t scare just yet by overdoing what they are doing. Know what makes an ‘overdo’ and check back regularly to ensure that they still want to act as a reference for you on their willingness. One of the best ways to avoid reference burnout is by having a backup. Having a single customer to act as a reference might call upon trouble. Instead, let the brands focus on nominating extra customers as and when required.
