The Art of the Customer Reference Call: Scripts and Landmines

Reference calls close deals. Or kill them.

When a buyer asks to speak to a customer, you’re not in the room. Your champion might not be either. The only voice left is someone who’s lived with your product—and they’ll say exactly what they think.

You can’t script a happy customer. But you can guide the process.

However, missteps in arranging or conducting these calls can backfire, leading to skepticism or lost opportunities.

Picking the right customer

Not just someone who likes you. Someone who sounds like your buyer. Same industry, similar use case, ideally same objections. Relevance beats enthusiasm.

Give both sides context

For the customer, share what the prospect cares about. “They’re wondering about onboarding and support responsiveness.” For the prospect, set expectations. “This isn’t a vendor pitch. It’s a live user, happy to share how it actually works.”

Don’t overload your best references

Rotate. Track who’s been tapped. Build a bench. And always follow up with a thank you. These people are helping you win revenue, for free.

Landmines to avoid:

• Using references too early. Wait until you’re in final stages. A weak pitch can’t be saved by a strong reference.
• Overpromising what they’ll say. Never put words in their mouth.
• Picking a loud but edge-case user. A power user with custom integrations isn’t relatable. Pick someone normal, happy, and honest.
• Mismatched pairings. Connecting prospects with references that don’t align in industry or use case.

Enhancing Your Reference Program

• Formalise the Process: Establish a structured program with clear criteria and procedures.
• Leverage Technology: Utilise CRM systems to track and manage reference activities efficiently.
• Recognise and Reward: Acknowledge your customers’ contributions through thank-you notes or incentives. 

Reference calls aren’t just trust builders. They’re proof that your product holds up after the ink dries.

Handled right, they don’t just close one deal. They turn customers into closers. And that’s the best sales asset you can’t buy.