Why Reference Calls Matter
A strong reference call can be the final nudge a prospect needs to choose your solution. In fact, 92% of buyers trust a reference from an industry peer.
With that said, the ask requires careful planning. It's about more than just hoping your customer will say the right things; it's about fostering a relationship that makes the ask feel natural and helps them emphasize the aspects that matter most to potential buyers.
Here's a guide on preparing and asking your customers to advocate effectively for your company when it really counts.
Pre-Step 1: Cultivate Customer References Before You Need Anything
Think of this step like keeping in touch with your grandmother when you were younger—not only when you needed a favor, like buying Girl Scout cookies or donating to your baseball team. She might still help, but there's a bit of disappointment when she realizes the real reason you called.
In the same way, consistently nurturing relationships with key customers can make all the difference when the time comes to ask for a reference call. Regularly check in with a handful of your ideal customers who have natural relationships with your team.
These might be companies where you've delivered significant results or customers who consistently engage with you. Use your CRM to set reminders for sending a quick, casual "How's everything going?" email or share relevant articles or resources that remind them of your ongoing support.
Engaging with their posts on LinkedIn is another low-effort way to stay on their radar without asking for anything in return.
If you don't have a natural connection with the ideal customer, consider having someone who does reach out instead on your behalf. This might be a Customer Success Manager or Account Manager, or in some cases, even your CEO or another executive—especially if the reference is critical.
Whoever it is, make sure the process is easy for them: draft the email yourself, handle any logistics, and ensure that they're set up for success.
Step 1: Select the Right SaaS Customers for References
The first step in creating an effective reference call email is choosing the right customers to approach. Not every customer is an ideal reference candidate.
Yes, you want to select individuals or companies that have seen clear benefits from your solution. But it's even more critical that they share similar characteristics with the prospect, and ideally, they are at least a couple of years ahead of them regarding company maturity.
It is also preferable to the customer if the individual or individuals you introduce to the prospect have the same or at least a similar role. If your primary decision maker is the VP of Customer Success and you introduce yourself to a Salesforce Administrator, the conversation will certainly fall flat.
Step 2: Make the Reference Request Clear, Easy, and Specific
When asking a customer to serve as a reference, you want to make the request feel natural, clear, and easy. Here's an example email that makes it straightforward and sets up your customer to shine.
Subject Line: Quick Favor: Reference Call Request Hi , I hope things are going well with you and the team at . It's been great seeing come to life. I'm reaching out with a quick favor. We have a potential customer, , who is exploring our solution and would love to speak with someone who's had experience using our services. I thought of you because your experience with would be incredibly relevant. Specifically, they're interested in understanding:Would you be open to a brief reference call detailing the points above? If so, I'll take care of all the scheduling. Just let me know when you have availability later this week, and I'll arrange a meeting with our prospect and send you a brief prior that should take just a couple of minutes to review. By the way, we've enjoyed working with our prospect, and she's a very dynamic industry peer that I'd want to connect you with regardless of the reference call! Thank you so much for considering this—it means a lot to us, and I know it would be invaluable for . Best,
- - for example, how using our solution has helped you achieve .
- - the quality of support and responsiveness you've experienced from our team.
- - what you feel sets our solution apart based on your experience.
You'll note that we provided some content related to the realized benefits the customer is familiar with. It's important not to hold back here on what you expect the customer to say to the prospect because you want them to only agree to the reference call if they're comfortable doing so.
Also, note the callout to the industry peer. If you've ever been to a customer user conference, you know that professionals not only profoundly value relationships with industry peers but, in particular, those who work with similar systems as they can bounce ideas off each other.
Suddenly, you've now turned this favor into something that might also be valuable to your customer.
Step 3: Equip Your Customer with All They Need For The Reference Call
Including a short reference guide or key points about the prospect can make your customer feel more prepared and confident. Keep it simple—highlight the prospect's goals and the most relevant features or benefits your customer has enjoyed.
This step allows them to focus on what matters most and reduces the chances of any awkward silences or uncertainty during the call. If you're a top-performing Sales rep, you probably already do something similar when briefing executives before they join your sales calls.
Step 4: Follow Up with Appreciation
Whether the call happens or not, be sure to follow up with your customer to thank them for their time and willingness to help. A simple thank-you email can show appreciation, keep the relationship strong, and maintain their loyalty to your brand.
For customers who frequently act as references, consider showing additional gratitude with a token of appreciation, like a discount on their next renewal or an invitation to an exclusive event.
In Summary
Creating an effective email for reference calls goes beyond the ask itself. By nurturing customer relationships in advance, selecting the right advocates, providing clear direction, and showing appreciation, you'll be well-positioned to secure powerful endorsements that boost your prospect's confidence and position your brand as a trusted solution.