One of the greatest things about selling Jigsaw is the fact that we have been blessed from the start with thousands of happy customers. Back when the main product of Jigsaw was a $25 per month (or FREE) membership, we had an army of salespeople (the best kind of references) that we could call on to say glowing things about us to a reporter, investor or inside sales manager. Coming from the world of enterprise tech sales where even the most successful companies had a tiny list of extraordinarily fickle customer references that salespeople guarded with their lives, we really had it good.
Now that Jigsaw is selling more enterprise oriented offerings, including lists and integrated data management products, prospects are requiring more detailed recommendations from executives with matching responsibilities and company sizes. Unfortunately the VP of Database Marketing from (fill in Fortune 100 company here) isn’t impressed when one of Garth’s sales guy buddies, free event cocktail in one hand and permanent “thumbs up” formed with the other, blurts out that “Jigsaw totally kicks righteous ass.” Thank you, Tommy Boy, but the smart Jigsaw salespeople are learning how to leverage slightly more presentable testimonials. Here are some thoughts about how you can, too:
- First off, make the reference check the absolute last step in the process. Stand firm- it is one of the few things that you have to exchange before the deal is signed. Get a verbal agreement with the reference check as a contingency. One of the first signs of a lazy or clueless sales guy is one that relies on testimonials to sell and burns out your customers.
- Build your own stable. Nothing is more demeaning than having to suck up to marketing to get that professional reference who could recite your stock ROI statement while asleep and re-gifting your company’s Harry & David gift baskets. Begging other sales guys isn’t on anyone’s list of favorite tasks, either; they hoard the top level guys to themselves.
- Although it goes against everything in the classic “hunter” profile, stay in contact with your customer after the check is delivered. Not only do you look like someone who really cares, but that person will be MUCH more likely to give a steady endorsement, even when your customer support rep is asleep at the wheel and your product is spewing oil.
- Call the reference in advance of your customer. Check for signs that he/she is a schizo and then sell that person like it’s your prom night date and the limo is due back in an hour. Tell them exactly what your customer is looking to hear. Send a bulleted email with the main points. Find out what the reference is into and buy them a related gift, online- so they get notification that it is on the way before they even talk to your prospect. (Yes, it’s cheesy --like lingering at the table to see the reaction of the waitress to your fat tip-- but do it anyway.)
- Follow up on every step of the process. Assume that everyone involved is a Frosted Fake. See step one again- there better be a contract at the end of this rainbow.
