How to Position a Reference
By the time a client asks you for references, she is close to hiring you. Instead of easing off, this is the time to sprint harder to ensure you come in first. That means picking the right people to give the reference and then preparing them for the call.
There are three kinds of people when it comes to giving references:
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those who want to help you win
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those who want to give unbiased answers
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those that want someone else to win
You want all of the people you give as references to come from the first group. Even though you want them to be truthful, their version of the truth will differ from that of the second group, because it will seek to put you in the best light, rather than seeking to be totally objective.
The client asks, “Did they meet the schedule?” The advocate answers, “It might have run a bit over, but frankly we weren’t as focused on that as much as we might have been. They came in under a very tight budget—they were stars at that and that’s what we really cared about.”
In contrast, the unbiased reporter responds, “They brought it in three weeks late. We had a generally had a good experience, but meeting the schedule wasn’t their strong point.” Both are honest responses, but the first one will help you win, both because of its content and because of the enthusiasm it communicates. The second answer could easily cost you the job.
When picking someone to provide as a reference ask yourself these questions:
- How good was the work we did?
- Will the prospective client view it as relevant to her own situation?
- How much does the person whose name I am giving like me?
- Is he the kind of person to extend himself to make it sound positive? Subsidiary questions to this one include: Is he naturally enthusiastic? Has he sold a lot and so knows what a “good reference” means?
Just picking the right people to provide references isn’t sufficient; you must make it easy for them to help you. They, of course, know nothing about the client or her needs. Giving them this information allows them to prepare an answer. Tell a contact, “she is concerned about our ability to stand up to some strong-willed people, and you are in a good position to comment on that.” With advance warning, he may mention your ability in this area before the question is asked.
Next, if at all possible, give him the names of the person who will be calling to take the reference and of her company. That way, he is more likely to take her call when it comes in.
Also, remember that he is unlikely to recall the exact work you did for him and its outcome as well as you do. Be prepared to brief him. For example, you might say, “They need to cut turnover, so we thought the fifty percent reduction in turnover among pickers and packers at your Scranton facility would mean a lot to her.” There is very little chance that your contact remembers this turnover rate reduction for long after your work is completed. But if you brief him this way, he is likely to repeat the statistic when giving the reference.
Finally, when the pursuit is over, whether you won or not, call your references, advise them of the outcome and thank them again. If they like you, learning that they helped you will make the feel good. You owe them that pleasure.
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This post was excerpted from the new edition of my book, Rain Making: Attract New Clients No Matter What Your Field. This is a new edition of my earlier, bestselling book, with about 49-percent new content.
