There’s always an awkward pause when a decision maker asks for client references.
Many established coaches, consultants, and service providers feel that familiar knot in their stomach when a buyer asks for references. The question can feel like an instant shift into defense: Do they not believe what I just laid out? Did I say something that sounded off, or worse, dishonest about our results?
Or, more importantly, Do I really want to bother my past or current clients, who I know are crazy busy, into this process?
And, of course, if you do agree to provide references, you are only ever going to offer the clients you know will sing your praises. So then, what’s the point?
For our clients here at BoldHaus, we teach strategies to prevent these requests from happening in the first place, as well as two ways to respond effectively if they do.
For a deeper, step-by-step walkthrough, check out this video:
Why Do Prospects Ask For Client References?
Before we discuss the strategies for how to navigate this, we need to first talk about why prospects ask for client references. This allows us to directly address their concerns – even if they never vocalize them.
Here’s the truth: Prospects ask for client references because they want to protect themselves from making a bad decision. They’ve most likely had past experiences where a service provider didn’t deliver, and they’re simply trying to reduce risk.
- They want proof of expertise.
- What they’re really asking is: “Can I rely on this consultant (aka you) to deliver results?”
What Are Prospects Really Looking for When They Ask for References?
A recent study on the B2B buying process found that most buying teams don’t rely on (or trust) a single source and look for multiple resources, such as references, before making a decision.
This gives them more confidence in their verdict, as they can validate credibility through evidence from others rather than vendor claims alone. (Clutch)
By recognizing these motivations, you can then proactively address any concerns using these strategies.
How Do I Prevent Prospects From Asking for Client References?
There are three proven methods we suggest:
1. Present Short, Relevant Case Studies
When selling your services as a consultant, executive coach or professional services provider, provide 2 to 3 short case studies of clients with similar challenges. This shows your expertise and results without involving clients. We offer steps on how to approach this in our article, How to Sell to Corporate Clients as a Consultant or Executive Coach.
2. Highlight Key Metrics and Client Retention
Proactively share measurable outcomes such as:
- Number of organizations you’ve worked with
- Percentage of repeat clients
- Documented results from past engagements
Expert tip: Include these metrics in your capabilities briefing and emails, not just on your website. Remember: Decision makers might not have the time to scroll down or explore your entire website, so keep everything within arm’s reach of your client.
3. Share Your Robust Risk Mitigation Process
This is powerful in assuaging fears of more nervous prospects. Offer a clear, proven framework for how you help your clients to:
- Prevent projects from going over budget.
- Realign priorities after unexpected events.
- Recalibrate after failing to achieve outcomes.
And any other outcomes you have designed a mitigation process for. This reassures your prospect that you’ve thought through potential challenges.
What Should You Do If a Prospect Still Asks for a Reference?
Even with the best preparation, some decision makers can still request client references. In these situations, you have just two options:
1. Yes, You Provide a Client Reference
If you decide to provide one, it’s important that you control the timing and messaging to protect both your relationship with your existing client and your prospect. There are various ways you can do this, but in general, try to:
- Specify key points for the client to address.
- Set a timeline for the conversation.
This keeps the conversation professional and respectful of everyone’s time.
2. No, You Decline Respectfully
This is what we suggest most often (there are always exceptions, of course.) Feel free to copy and paste this response or tweak it to your own needs.
“We do not provide client references because we have found that it places an undue burden on our clients’ time. We are highly protective of our clients’ time – as we will be with your time should we move forward in working together.
And of course any references we offer will naturally come from our many happy, repeat clients. Instead, we respectfully suggest the following metrics, case studies and testimonials that provide a much clearer and more complete picture of our 10-year-plus proven track record.”
How Do You Communicate More Confidently With Decision Makers?
Knowing how to deal with client reference requests is only a piece of the puzzle in building a successful coaching or consulting business. If you’re interested in building more confidence when dealing with decision makers, BoldHaus can help.
We empower self-employed experts and boutique-firm CEOs with high-integrity best practices to help them effectively:
- Connect with the right B2B decision makers
- Close high-value deals and retain clients long term
- Grow revenue and impact without sacrificing lifestyle
- Keep more of what they earn and build generational wealth
Ready to get started?
Learn more about the BoldHaus Collective here.
