Use the reference program to provide value to customers
Obtaining references can be a series of rushed searches for testimonials and quotes, or a systematic process for cultivating customer validation and evangelism. Increase the applicability and value of references through a repeatable process that engages customers as active participants, not passive sources of “sign-offs.”
A program allows your company to farm rather than hunt for references. “Lack of a program creates a dull pain in every area and a broad productivity hit,” commented Holly Lugassy, who has run reference programs at BEA, Borland, and Adobe Systems. Without a program, a fire drill ensues every time marketing or salespeople need a reference. This places revenue at risk and supplies the most available, rather than the most relevant, references. Ad hoc reference searches also overtax supportive accounts. “The result,” commented Holly, “is customer and organizational burnout.”
The reference program should encompass every form of customer validation you may need— from quotes to video testimonials to private calls with other customers. Even accounts that shun public statements can support you in valuable ways. There are three primary uses of customer references:
Market Awareness - Stories or quotes you use in press releases and with analysts create market awareness and credibility, as do customers’ blogs and conference presentations. Phone interviews with press and analysts, either public or under NDA, also broaden market awareness.
Deal Support - Create tools for the entire sales cycle. “Elevator stories” can be named or anonymous but no longer than ninety seconds. They describe the company, its objectives and challenges, what you delivered, and the resulting benefits. Reps should be able to recite these as they initially engage prospects. Success stories in collateral, websites, and presentations are for the discovery stage. Detailed financial benefit and technical descriptions of deployments and customer-to-customer calls help build business cases and support prospects’ due diligence process.
Sales Enablement and Motivation - References have a second audience—your sales channels. When reps and channel partners can easily access reference materials for the entire sales cycle and across multiple customer segments, their own confidence rises. Maintain a categorized index of reference materials by industry, product, solution area, and sales stage. At Adobe, the customer reference program produces one-page customer spotlights to promote big wins internally. Professional services consultants and deployment partners create go-live briefs with detailed technical information, which sales engineers use as a technical sales tool.
Assign a single owner for all customer relationship programs, including references, customer advisory boards, and the customer briefing center. This enables program staff to get to know customers, understand why they endorse you, and which references are best suited for each situation. The program creates a single point of contact for sales reps and eliminates redundant requests and overuse of marquee accounts.
Make references a standard part of the account management process. Add them to purchase contracts whenever possible. Require account managers to provide access to customers for postsale interviews and accept their guidance as to when and how to approach contacts. To cultivate a reference pipeline, track deal closures and go-live dates. Define a process for inviting customers into the program, presenting benefits and creating content.
Use the reference program to provide value to customers. Give them opportunities to connect with peers from other companies, VIP passes to your conferences or to industry events, sneak peeks at upcoming products, or access to additional support or education. These benefits reward customers for their support and provide opportunities to interact that are not centered on selling or asking favors. Customers also benefit because the program team becomes their advocate and helps customers build stronger, more valuable relationships with your company.