What do you offer your leads after a trade fair? Ideally, he is presented with a reference example that leads to instant conviction.
Using satisfied customers as references for PR & Marketing
When it comes to convincing new customers, references still form the crucial basis. This is something every marketer and every sales person is aware of. Especially after trade fairs best practices and case studies are vital instruments in turning new contacts into new customers.
If companies are yet reluctant to integrate satisfied customers in their Sales and Marketing Communication, this often has one reason: fear of the customer. Because the customer might be currently unhappy. Because he could be bothered by the request for support. Because he might not agree with the text of a reference brochure. Because the customer’s communications department will not release information anyway. Because there is no one who could write a substantial text, not to mention interviewing the customer at eye-level. Or because….Well, of course: these are all serious obstacles blocking the way to a reference flyer, a success story press release or a best practice video.
But here comes the good news: These obstacles can be overcome by experience and planning. A professional reference program presents the right solution. Integrated in the sales process, it brings order, transparency and commitment into communication. If someone is well informed, then nothing goes wrong. – At least, this is what I have experienced: After successfully closing reference projects, our customers are always happy – as are their customers, too.