"Don't Take My Word For It..."

The Power of Customer References and Case Studies and What You May Be Missing

Every sales process and every proposal requires proof. Customers first become inclined to buy based on emotional factors—solving a problem, meeting a need, gaining a big payback—but then they want to justify that “gut” decision with logical proof, such as a case study or customer reference.

Join David Sroka, CEO of Point of Reference, and Dr. Tom Sant, founder of The Sant Corporation, as they discuss market trends related to organizing and managing customer references and case studies. Learn what forms of proof are expected and useful to buyers from inquiry through proposal sales stages. Explore a new way of thinking about and using recorded content that’s been adopted by many of technology’s biggest players to gain competitive advantage and avoid the “burn-out” of their best reference customers. Hear why many organizations have established formal customer reference programs once they understand the direct correlation between customer loyalty and profitability. Find out how these programs can create mutually beneficial value propositions that go well beyond the cliché use of gifts, spiffs and comps. This session will be chock full of reference management best practices that will improve sales effectiveness, win-rates and customer relationships.

Duration: 60 minutes

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