A critical point in the sales cycle is when a prospect asks for references. A customer reference program applies structure to the process of finding right references. In addition, it facilitates the best match between the individual customer and the references who are most likely to influence their decisions.
Why Are Customer Reference Programs Important?
A well-coordinated customer reference program helps find suitable customer references faster to accelerate the sales cycle. They also help break the habit of going to the same small group of references over and over. Customer advocates make the best references because they have a demonstrated willingness to speak about your product and they understand its use cases.