Written by Thomas Norris
Introduction
In the world of sales, there is an ever-evolving landscape of strategies and tactics for success. One of the most powerful tools for salespeople is the customer advocacy program. Customer advocacy programs are a great way to develop relationships with customers, foster loyalty to your brand, and ultimately increase sales. An important aspect of a successful customer advocacy program is the use of references. References are invaluable resources that provide an objective view of the customer’s experience with a product or service. This article will cover the role of references in a customer advocacy program and provide tips and resources to maximize their effectiveness.
What are References?
References are individuals or organizations that have personal experience with a product or service and can provide an objective perspective on the customer’s experience. A reference can be a past customer, a business partner, or a trusted adviser. A reference’s goal is to provide an unbiased opinion about the product or service in question. References can be used to validate claims made by the salesperson, provide evidence of the product’s success, and provide insights into how the customer has benefitted from the product or service.
Why are References Important?
References play a key role in a customer advocacy program. They provide a third-party perspective that reinforces the salesperson’s message and increases the credibility of the product or service. Additionally, references can provide insights into the customer’s experience that the salesperson may not have considered. For example, a reference can provide feedback on how the customer has benefitted from the product or service, which can be used to tailor the sales message to the customer’s needs.
References are also a great way to build trust with customers. Potential customers are more likely to trust the opinions of past customers or partners than those of the salesperson. This trust can be invaluable in converting potential customers into paying customers.
Tips for Using References
When using references in a customer advocacy program, there are a few tips to keep in mind.
1. Choose the right references – The most effective references are those who have a personal connection to the customer and a good understanding of the product or service in question. For example, if a customer is considering a software solution, a reference with experience in software development would be most effective.
2. Follow up with references – Following up with references is an important part of the customer advocacy process. This allows the reference to provide additional insights and feedback on the customer’s experience.
3. Be available to answer questions – References may have questions about the product or service, so it’s important to be available to answer their questions in a timely manner.
4. Provide resources – Providing resources such as case studies, customer testimonials, and product demos can help to further validate the claims made by the salesperson and provide the customer with additional information to make an informed decision.
Conclusion
References play an important role in customer advocacy programs. They provide an objective view of the customer’s experience and can help to build trust between the customer and the salesperson. By following the tips outlined in this article, salespeople can use references to maximize the effectiveness of their customer advocacy program and gain a competitive edge.