Rule #9 Check References

Typically, the “fine” objection means, “I am doing things the way

everyone else does.” At this point, it is not uncommon for the customer

to drop references.

? “How come Dr. X doesn’t use your product?”

? “No one in South Carolina uses your product?”

? “They aren’t using you over at Company A.”

Again, this objection can come at you in a million different ways, but the

response needs to be the same: Check references.

Why does human resources check references for new candidates? Because

some references are not legit, while others provide great information. It’s

the same idea when customers name-drop. The objection may not be legit,

or there may be a gold mine of insights and connections to uncover!

Don’t assume that you know the motive behind the reference. Maybe they

love Dr. X? Maybe they think Dr. X is an idiot and would never do what

he is doing? If they respect the reference, you need to explain why that

entity has a different set of values to analyze in their decision-making—and

why it led them to not choose your solution.

If the customer respects the reference and you should have their business

but don’t, it does not change the truth that your solution is better. It may

mean you need to explain the adoption curve (how people adopt new ideas

over time) to your customer as the rationale for why you will get the reference’s

business down the road—and why you should get this customer’s

business today.

The point is, ask why the particular reference they have cited matters.

Don’t assume anything. If you assume, you will make a mistake and miss

an opportunity. If you are “double-clicking,” you should not miss this one!

30 | J A SON ELMORE

For the newbie, it is a disadvantage to not be well-informed about the

players in a market or industry. It can also be a blessing, however, because

it forces you to ask about it so you can remain humble and confident.

For the seasoned veteran, failing to check references is a self-inflicted

wound, and you can probably think of names and faces to go along with

several scars. You know your industry very well, so you jump to conclusions

without asking more questions. Your market knowledge is invaluable.

Check references to keep it from being a disadvantage to you.

Elite execution demands that you master the little things. Never get

caught speaking about other customers or experts without knowing how

those reference points are connected to the customer in the mind of the customer.

ELITE EXECUTION