May 29, 2018
How often do you get asked for references before a new client will sign on with your agency? In this video, I'll tell you how you should respond and why it's important NOT to give references to your prospects.
Look, if someone is asking for references that means there's still something they're uncertain about... And that means there's a hole in your sales process.
So if a prospect asks for references, you should counteract that by asking what they're unsure about. See what else you can clear up for them, instead of letting a reference or testimonial talk them into working with you. Giving references is actually hurting your agency business, and here's why...
The prospect will call your clients and basically waste their time. Also, the prospect will probably start asking questions specific to your process and that's your intellectual property - you don't want anyone giving that away for free!
So, when people ask for references, I tell them no. I answer all the rest of their questions and handle any objections they might still have. If, after more discussion, they still want references I tell them I'm probably not the right fit. I simply don't believe in references because I respect my clients time too much.
What you can also try instead is sharing case studies. And, its ok to be transparent and tell your prospects you want to share a case story instead of a reference because you don't want to waste your clients' time answering calls about you all the time. To be fair, it's not your client's job to sell you to your new prospects.
So, how do you handle the request for references? Comment below and tell me your strategy. I love hearing from you because your comments are my fuel!
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JASON SWENK IS AN AGENCY ADVISOR THAT GUIDES MARKETING AGENCIES THROUGH A PROVEN FRAMEWORK FOR GROWING THEIR AGENCY FASTER & EASIER.
Fresh out of college Jason was off to work for Arthur Anderson, one of the big 5 consulting firms. He quickly realized that he could never work for anyone other than himself. He decided to change direction, launch a digital agency that quickly grew to a multi-million dollar operation working with brands such as AT&T, Hitachi and Lotus Cars.
After 12 years of steady growth, the agency caught the attention of bigger agencies and Jason sold it in 2012.
Now, Jason leads http://JasonSwenk.com, a unique media
company & consultancy helping marketing agencies grow &
scale their agencies faster by applying the framework that he used
to grow, scale and eventually sell his agency. Jason has helped
over 10,000 agencies in 23 countries meet or exceed their business
Jason currently hosts two shows that are available for download…
The Smart Agency Master Class Podcast, dedicated to providing tactics and strategies to agency owners and decision makers that cut through the BS, focus on exactly what works and what doesn’t; and
SwenkToday a daily VLOG that documents the entrepreneur journey of building another multimillion dollar business, where he share the latest strategies, and answers the most burning questions entrepreneurs have.
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