How to Handle:
“We need to speak with references first”
Prospects wanting references is usually a buying signal—they're doing due diligence before making a decision. The key is facilitating this quickly without losing momentum.
Why Prospects Say This
They want validation from peers that your solution works. They may need to justify the decision to stakeholders. Sometimes it's also a stall tactic to slow down the process.
Best Responses
The Prepared Response
“Absolutely—I'd be disappointed if you didn't. I have three clients in mind who are similar to you: [Company A] in your industry, [Company B] who had similar challenges, and [Company C] who's been with us longest. Which would be most helpful?”
Why It Works
Shows you're prepared and gives them control over who they speak with.
Best For
Serious buyers doing due diligence
The Context Qualifier
“Of course—references are important. So I can match you with the right person, what specifically are you hoping to learn? Is it about implementation, results, support, or something else?”
Why It Works
Ensures the reference call addresses their specific concerns.
Best For
Understanding what's really driving the request
The Momentum Keeper
“Happy to arrange that. My references are pretty busy, so I typically set those up in parallel with our next steps. Can we schedule the reference call and our follow-up meeting together?”
Why It Works
Keeps the deal moving forward while accommodating their request.
Best For
Preventing the process from stalling
Do's and Don'ts
Do This
- Have 3-5 references ready, categorized by industry and use case
- Prep your references in advance so they're not caught off guard
- Offer to facilitate the introduction rather than just sending contact info
- Follow up quickly after the reference call
Don't Do This
- Make them wait days to get reference contact info
- Send references without context or preparation
- Let the reference call replace your next meeting
- Use the same references for every prospect (they'll get burned out)
Follow-up Questions to Ask
“What specifically are you hoping to learn from references?”
“Would a case study help in addition to a live conversation?”
“Who else on your team should join the reference call?”
“What would a successful reference call look like for you?”
Industry-Specific Variations
“Our procurement team requires three references”
“Completely understand—I'll send over three references today with their contact info and a brief on what each can speak to. Would it help if I also included written case studies for your procurement file?”
“We need references from other healthcare organizations”
“Healthcare is unique, so I'll connect you with another health system who's been with us for 2 years. They went through similar compliance requirements and can speak to how we handle PHI.”
Pro Tips
- Create a reference rotation so you don't overuse the same customers
- Ask references for permission quarterly and thank them regularly
- A reference call that happens too late in the process suggests you're not trusted—try to address concerns earlier
- Video testimonials can supplement live reference calls for faster turnaround
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