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As we are repeatedly told through our research, an effective Client Reference is one of the most influencing factors in a sales cycle. From our How Customers Choose research we are told that when looking for new or alternative solutions one of the primary steps a buyer takes is to speak to colleagues for referrals; and from our recent Sales Enablement Survey our members told us that the most effective sales enablement programmes were References & Reference Management. Added to that, our clients today are more educated in the sales process and need to understand the true business value and benefits of the service or solution offered. However, in most organisations:

• There are insufficient case studies available for client facing teams
• The value of case studies are rarely realised
• Few case studies are written well
• Few case studies articulate true value

In this briefing, Paul Smitherman explores how to enhance the sales and marketing lifecycle of value-based case studies and create strong propositions and programmes using client referral to drive sales by:

• Demonstrating the value of your clients experience
• Evangelising client success
• Strengthening the value proposition
• Delivering effective client referral programmes

Patrick O’Halloran from Orange Business Services, describes his own approach to Reference Management.