A very popular inquiry for our clients is asking how to get more customer references. This is an important challenge for marketing and sales alike due to the critical role that peer-based content and advocacy play in the buying cycle. It’s a matter of trust: SiriusDecisions research shows senior leaders making purchase decisions consider information from peers an important resource at every stage of buying. There’s power in the stories real people tell. Sellers work hard to identify those willing to speak on their behalf.
Now, I’d like to turn that conversation on its head and talk directly to the buyers. We all know sellers care about references, but what’s in it for you to step up and talk about the great customer experience you’re having?
Here’s a list of six ways you’ll benefit from supporting a reference program. (Hint to sellers: If you’re not offering these benefits to advocates, you should be.)
Megan Heuer is Vice President of Research at SiriusDecisions. With more than 20 years of industry and professional services experience, she has worked both in – and for – organizations to build a wide variety of collaborative sales and marketing deliverables that drive systematic, predictable growth. Follow Megan on Twitter @megheuer.