Understanding what is a Customer Reference

Defining Customer References: Now, this may seem obvious to most of us, but how many times have you heard “ABC company would be a great reference for our product” and then you reach out to speak with ABC and they are still upset at something that happened a year ago!  Welcome to the complicated world of Customer References!

I define a Customer Reference as “A Person at a Company that is willing to share a  Positive experience with one of your products/solutions”

I have highlighted the important words because if you take any one of those four words out of the definition, then they are not really a reference.  Why?

• First of all, we deal with PEOPLE, not companies.  The people at the company are the ones who tell the stories.  If you don’t have a contact at the company, you don’t have a reference.
• The company is important.  Someone looking to buy your solution is not interested in speaking to your neighbor or mother.  They want to speak with someone who works for a company similar to their own!
• Sharing is critical.  It is great if they are willing to tell you how good you or your products are, but the value is in them telling their story to others.
• Positive – This should be obvious.  Just because the person has implemented your solution does not mean they will be a good reference for you.  If a normal implementation takes 4 days and it took them 4 months, they may not tell a positive story.

Get to know your customers.   Think of the whole customer experience!  You do not want to be responsible for a lost sale because you did not understand your customer!