11 Ways to Respond When Prospects Ask for Customer References

Co-authored by John Strasser and Nihal Shetty

Last Updated: February 2, 2022 References

Getting asked for customer references can put you in a tricky position. If it’s still early in the sales process, you might feel uncomfortable with bothering your past customers. And if you’re nearing the end of the process, a request for customer references can make you feel like you haven’t done your job right. In any case, it’s normally best for you to provide an alternative solution or delay customer references until the end of the sales process. We’re here to help with this guide on how to respond when prospects ask for customer references.

1

Ask if you can help address their issues first.

Remind your prospect that it’s your job to answer questions. If they’ve indicated that they want to talk to some references, it’s a good idea to clarify with them what concerns they might have. This will help you tailor your approach to the request, and also give you a chance to step in and solve any lingering issues they might have before they try and get in touch with your past customers. Say something like:^{[1]
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- “Sure thing, I get why you’d want to talk to some of our past customers. But first, can you tell me if there are any doubts or concerns you have? I’d like to get a chance to answer these for you, and at the very least it would help me connect you to the right customer.”

2

Offer materials on frequently asked questions from prospects.

Marketing materials can eliminate the need for references. If your company has put together some materials that address common questions that potential customers have, now is a great time to deliver them to your prospect. Try to understand the wishes and desires of your prospect, and select only the most relevant material. Past customer testimonials can eliminate the need for references. Tell them something like:^{[2]
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- “I hear what you’re saying, and I have some material that will answer your questions. I’ll send you over some relevant documents that I think will really put your mind at ease.”

3

Give them more case studies.

Case studies are always informative resources for prospects. When a prospect requests customer references, it’s a good option to offer them a case study from a previous client that resolves the questions that your prospect has for you. The closer the case study is to the particular solution that you’re offering your prospect, the more effective it will be. Say something to them like:^{[3]
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- “Hearing about your concerns has reminded me of a case study we conducted recently that can answer your questions. Mind if I send it over for you to take a look?”

4

Be upfront about the usefulness of customer references.

Sometimes prospects need a reminder that references aren’t a great resource. After all, as someone working in sales, there’s no way that you would supply your prospect with a reference that wasn’t overwhelmingly positive. Telling your prospect this upfront can help them realize that maybe customer references aren’t as necessary as they think. Say something like:^{[4]
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- “Y’know, I could connect you with a ton of our past clients, but you and I know that I wouldn’t be connecting you with them if I didn’t think they would tell you they loved us. How about you and I cut out the middleman and talk about any hang-ups that you might still have?”

5

Mention that you respect your customers’ time.

It’s okay to tell your prospect you don’t like bothering your customers. If anything, it signals to your prospect that you’ll respect their time as well. This approach is an honest one, and honesty often pays off in the sales process. Don’t spend too long dwelling on this, but briefly tell your prospect something like:^{[5]
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- “I get why you’d want to talk to previous customers. We generally try to avoid giving customer references, simply because if we did this each time we had a new prospect, our customers would get pretty burned out. I really value our relationship—can I help you in some other way?”

6

Tell them if your services are a trade secret.

Sometimes, giving customer references isn’t possible. If that’s the case for you, especially if your services are a trade secret that you don’t want public, it’s okay to let your prospect know this. They should understand that you’re in a competitive field, and need to be careful with giving out information before a customer is committed and has signed an NDA. Let your prospect know this by saying something like:^{[6]
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- “I’d love to give you customer references if I could, but as you might already be aware, we’re in a competitive industry, and it’s important for us to keep our proprietary solutions confidential. I’m more than happy to answer any questions you might have for us.”

7

Let them know if your services are personalized.

A reference might not be relevant depending on the service you offer. If your prospect is interested in a service that is quite different from the previous solutions you’ve given clients, it’s okay to be upfront about this. Letting them know that you offer tailored solutions that make references less relevant might get them to back off of their request. Say something like:^{[7]
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- “Because our solutions are tailored for each customer, I don’t think that references would be useful to you. We’re focused on personalized services, not one-size-fits-all ones. How about if we take another look at the solution we have for you so that you can ask any more questions that you have?”

8

Use humor to defuse the tension.

Humor is a key part of your arsenal, so use it in situations like this. As someone working in sales, you already know that a key part of the job is being friendly and charming to woo potential customers. Being light-hearted about their request for references can get your prospect to reconsider whether they need them in the first place. Smile, then tell them something like:^{[8]
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- “You’re really hurting my feelings here with this request for references! It’s almost like you don’t trust me.”
- “We’re friends at this point—can’t you trust a friend to look out for you?”

9

Offer them a trial period.

Give your prospect a taste of your service in place of references. This might not possible depending on what kinds of services your organization offers, but a trial period or proof-of-concept should eliminate the need for your prospect to get in touch with past customers. A trial period can help your prospect truly understand your value proposition. Try this out as a last resort by telling your prospect something like:^{[9]
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- “Although we prefer not to bother our previous customers with requests for references, we could work out a trial period with our services to help you resolve any lingering doubts.”

10

Get a commitment before giving them customer information.

If the prospect needs references, make sure it’s at the end of the process. Pushing your prospect into making some kind of commitment before you connect them to previous customers is a good strategy to make sure you’re not wasting your time. Tell your prospect something like:^{[10]
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- “I’m happy to connect you with previous customers. But first, could you tell me how far along you are in your process of deciding to work with us? If the references check out, are you willing to take us up on our services?”

11

Provide them with references if you’re closing the deal.

Sometimes providing references is unavoidable. If that’s the case with this particular deal, and you’ve already tried to stall and eliminate the need for references, you might have to give in to save the deal. It’s a good idea to reach out to your past customers in advance, and even offer them templates of what their recommendation might look like.^{[11]
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John Strasser
Certified Master Insight Coach
Expert Interview. 15 October 2021.} This can save time on their end.^{[12]
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- Entice past customers to act as references by offering to be a reference for them as well. You can tell a past customer something like, “We really loved working with you, and hope you felt the same. If you’d be willing to be a reference for us, we’d be more than happy to return the favor.”
- If you seal the deal with your prospect, and have a positive experience with them, it’s a good idea to ask them if they’d be willing to be a reference for you in the future. This can help you with future prospects.
- If your organization doesn’t already use one, try using a customer reference program. This can help you connect your prospects to the right references without burning out your previous customers.^{[13]
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