How a reference call works
A reference call usually happens late in a purchase, after the prospect has seen the product and narrowed the field. The prospect asks the vendor for a customer to speak with. The vendor finds one who fits, confirms they are willing, and makes the introduction. The call itself is often just the prospect and the customer, without the salesperson present, so that both can speak freely.
Typical questions cover why the customer chose the product, how the rollout went, what support has been like, what they would do differently and whether they would buy again.
Why it matters
A reference call is the one moment in a sale where the vendor is not the one talking. It lets a prospect test what they have been told against someone else's experience. It is also the most expensive form of reference for the customer, because it takes live time and preparation.
An example
A prospect in the food industry asks to speak with a similar customer. The vendor introduces Casey Test at Fictional Foods. Before the call, the rep sends Casey a short note on who the prospect is and what they care about, and sends the prospect a line on Casey's role. The call takes about thirty minutes.
Common mistakes
- Sending the customer in cold, with no idea who they are talking to or why.
- Matching on friendliness instead of fit. A prospect learns little from a customer in a different industry with a different use case.
- Scripting the customer. Prospects can tell, and it defeats the purpose.
- Using a call when a written story would have answered the question.
- Not thanking the customer or telling them how it turned out.
A short written brief solves the first problem. The reference call prep brief template covers what both sides should know beforehand. For choosing the right customer, see how matching a prospect to a reference can work.