Creating aCulture ofReferenceability
What’s the Value?                     • Peers are the most trusted source for a                       B2B buyer           ...
What’s the Value?                     • They help differentiate your offering from                       competitors’     ...
Essential Requirements                     • Creating a Culture of Referenceability                       requires C-Level...
The Three Elements                     1. Employees internalize the responsibility                        to cultivate cus...
Cultivate                     •          All employees, customer-facing in                                particular, must...
Identify                                                                     Got                                          ...
Effective Use                     •          The sales team “playbook” should map                                customer ...
Catch Fire                     •          As more customers advocate, more will                                see the ben...
We Can Help You                     •          We’ve been building and supporting                                customer ...
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Creating a Culture of Referenceability

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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.

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  • 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
  • Creating a Culture of Referenceability

    1. 1. Creating aCulture ofReferenceability
    2. 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. 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. 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. 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. 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. 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. 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. 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. 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

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