Your SlideShare is downloading. ×
0
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Creating a Culture of Referenceability
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Creating a Culture of Referenceability

2,274

Published on

We all know the importance of customer references or advocates. But few organizations include referenceability (a customer's willingness to act as a champion with peers) as a core responsibility of …

We all know the importance of customer references or advocates. But few organizations include referenceability (a customer's willingness to act as a champion with peers) as a core responsibility of each employee. If they achieve a culture of referenceability the added value of that customer relationship increases exponentially. This presentations provides the fundamental concepts for creating such a culture.

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,274
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Requires:Clear, emphatic communication by all leadership Training on the last point: exploring a customer’s willingness to advocate
  • Requires: Training on the ultimate uses of customer advocacy A well-documented program for customer advocacy participation Goals and measurement Incentives
  • Other departments that can incorporate customer advocates include: product marketing training customer service consulting sales enablement/operationsSuccess in effective use must be amplified through the organization to provide example and positive reinforcement of the initiative
  • Transcript

    • 1. Creating aCulture ofReferenceability
    • 2. What’s the Value? • Peers are the most trusted source for a B2B buyer • Most companies have a wealth of advocate value that goes unrealized • Your best advocates are worth much more than their contract valuewww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 2
    • 3. What’s the Value? • They help differentiate your offering from competitors’ • They help maintain your value and minimize discounting • Advocates provide credibility that make a decision in your favor easier, fasterwww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 3
    • 4. Essential Requirements • Creating a Culture of Referenceability requires C-Level support • All parts of the organization see it as a top priority and are accountable • A willingness to change business as usual practiceswww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 4
    • 5. The Three Elements 1. Employees internalize the responsibility to cultivate customer references 2. Employees identify customers ready to act as advocates/champions 3. Employees are trained on the effective use of advocates in all relevant sales and marketing activitieswww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 5
    • 6. Cultivate • All employees, customer-facing in particular, must have referenceability as the end goal in their interactions • Incentives may play a role, but this should be a core value of the organization • All employees should be empowered to explore a customer’s willingness to advocatewww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 6
    • 7. Identify Got one! • Employees across the organization should be looking for advocates • Once a customer expresses high enthusiasm, they should be made aware of the customer reference program (or equivalent function) • A smooth, easy transition should be made to this teamwww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 7
    • 8. Effective Use • The sales team “playbook” should map customer advocate and customer content to each sales stage • Every team in marketing should figure out how customers can tell the company’s story for more credibility • Strategic initiatives should always include customer advocate usewww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 8
    • 9. Catch Fire • As more customers advocate, more will see the benefits and participate • The role customer advocates play in new revenue and growth becomes tangible, measureable • With more visible advocacy, employees are further committed to the goalwww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 9
    • 10. We Can Help You • We’ve been building and supporting customer reference programs since 2003! • See our blog www.customerreferenceinsights.com • Contact us at 1-800-708-4857 or info@point-of-reference.comwww.point-of-reference.com | Copyright ©2012 Point of Reference Inc. | All rights reserved. 10

    ×