Modern-Day Sales and Marketing Blog

Are your customers happy? Are they telling anyone?

By Chris Peterson| Jun 17, 2015 8:58:00 AM | 0 Comments

 satisfiedcustomers

As I parked my car this morning and heading into the gym, I heard a male voice directed toward me repeating “Excuse me”.  I turned around to found a guy about my age walking right behind my vehicle.  He seemed friendly enough, so I smiled and stopped to answer him.  “Are you happy with your Tahoe?”  (I drive a Chevy Tahoe.)  He then went on to explain that he and his wife need a larger SUV and he is shopping.  I answered a few questions and gave my endorsement, and I think I actually closed to deal for some Tahoe sales person somewhere. 

During my workout, that scene stuck with me … this is likely the second largest expense in this guy’s budget and within five minutes of talking to a complete stranger, he seemed sold on buying a Tahoe.  That’s the power of an independent reference.

Every security integrator with whom I’ve spoken over the years tells me one of their value propositions is their list of satisfied customers … every single one of them... and I’ve spoken to 100s.  However, it’s rare that any of them have a strong reference program.  Below are 3 keys to creating a great referral program:

  1. Choose your references.  Make sure you have a diverse team of references that will make an impact and have credibility in their space.  If you’re competing on a job with a highly influential customer, do whatever you have to do to win the job. Explain to the customer up front that the preferred pricing they’re receiving will be in return for a case study, a testimonial statement, and access to them to be a reference up to 10 times per year… if you deserve it.
  1. Develop a program.  Don’t just create a list and let ‘em at ‘em.  You need a program.  It can be as simple as providing a PM and Training to your reference clients, visiting them once per month to ensure their satisfaction, and donating to their charity for every site visit.  Make sure they stay happy and that you’re only contact with them is not when you ask for a reference.
  1. Ask them for specific referrals.  Bad sales people never ask for referrals.  Good sales people ask “do you know anyone …”  Great sales people have a list of specific people they want to meet and ask their customers for introductions. 

One last note… the guy in the parking lot wanted a Tahoe long before he spoke with me.  I served as logical validation to him, but he was already emotionally engaged.  Your references will be logical checkmarks for you prospects – they won’t get them emotionally engaged.  That’s your job!

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