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Casual Articles - Increase Sales With Reference Accounts
There is a saying that goes something like:"If you want to keep getting what you are getting, keep doing what you are doing?This means you don't make any changes to your business model and therefore can expect the sam
No better salesperson exists than the happy customer. Reference accounts are critical to the successful marketing effort at any business.
John Bradl
I received a powerful testimonial from a client. I often receive nice letters after my presentations, but this note stood out as exceptionally genuine, specific and sincere. I read it twice, and that got me thinking.I write ‘Tha
When your firm is brand new, I encourage you to give away your product or service if that is what it takes to get a strong reference account. Consider doing business “pro bono” as my lawyer friends call it. Give it away and service the heck out of them in exchange for a good reference.
If your existing clients are happy, ask them to write it down or ask them for permission to have a prospect call them. Most of the time they will be glad to help out. If they say no, they will be complimented that you asked.
Peer references resonate because prospects find them believable. Meanwhile, the prospect is disinclined to believe the sales rep, even though the rep may truly be expert on the subject and may know far more than the buyer. This also explains why advertising is such an inefficient tool: it is obviously paid for by the sponsoring firm and is not believable. Likewise, the buyer knows that the rep is paid to sell. References provide a work-around for this trust problem.
By the way, the venture capital community figured out about reference accounts a long time ago. They frequently build portfolios of firms that sell to each other and act as reference accounts for each other. A little incestuous you proclaim? I agree. Nevertheless, it works and I guess all is fair when it comes to the VCs.
No better salesperson exists than the happy customer. Reference accounts are critical to the successful marketing effort at any business.
John Bradle
The beauty of America’s interstates always intrigues me. There are millions of cars driving at speeds of 70mph and sometimes upwards of 80, only separated by painted dashes in the road with only a few inches separating each vehicle.
If your existing clients are happy, ask them to write it down or ask them for permission to have a prospect call them. Most of the time they will be glad to help out. If they say no, they will be complimented that you asked.
Peer references resonate because prospects find them believable. Meanwhile, the prospect is disinclined to believe the sales rep, even though the rep may truly be expert on the subject and may know far more than the buyer. This also explains why advertising is such an inefficient tool: it is obviously paid for by the sponsoring firm and is not believable. Likewise, the buyer knows that the rep is paid to sell. References provide a work-around for this trust problem.
By the way, the venture capital community figured out about reference accounts a long time ago. They frequently build portfolios of firms that sell to each other and act as reference accounts for each other. A little incestuous you proclaim? I agree. Nevertheless, it works and I guess all is fair when it comes to the VCs.
No better salesperson exists than the happy customer. Reference accounts are critical to the successful marketing effort at any business.
John Bradl
Throughout my fourteen year pharmaceutical career, I’ve met quite a few nurses who wanted to leave nursing for other careers. They were tired of the long shift hours and having to work overnight shifts as well. Some were also tired o
Peer references resonate because prospects find them believable. Meanwhile, the prospect is disinclined to believe the sales rep, even though the rep may truly be expert on the subject and may know far more than the buyer. This also explains why advertising is such an inefficient tool: it is obviously paid for by the sponsoring firm and is not believable. Likewise, the buyer knows that the rep is paid to sell. References provide a work-around for this trust problem.
By the way, the venture capital community figured out about reference accounts a long time ago. They frequently build portfolios of firms that sell to each other and act as reference accounts for each other. A little incestuous you proclaim? I agree. Nevertheless, it works and I guess all is fair when it comes to the VCs.
No better salesperson exists than the happy customer. Reference accounts are critical to the successful marketing effort at any business.
John Bradl
In the hyper competitive world of trade shows trying to stand out from the crowd can be quite challenging. It seems that everyone has a nice display, great graphics, brochures and the typical ball point pen or koozie with logo which ma
By the way, the venture capital community figured out about reference accounts a long time ago. They frequently build portfolios of firms that sell to each other and act as reference accounts for each other. A little incestuous you proclaim? I agree. Nevertheless, it works and I guess all is fair when it comes to the VCs.
No better salesperson exists than the happy customer. Reference accounts are critical to the successful marketing effort at any business.
John Bradl
When David was a small boy his father asked him, “What do you want to be when you grow up?” David thought about it for a minute and answered, “I don’t know what I want to be, but I know that I DON’T want to be a salesman.” “That’s too
No better salesperson exists than the happy customer. Reference accounts are critical to the successful marketing effort at any business.
John Bradley Jackson
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