Latest / Sales Leadership with Fexingo: Quota Carriers, Sales Managers, and Revenue Teams / How Top Reps Turn Reference Calls into Deal Closers
Transcript
- Lucas: So Luna, you've had this happen, right? A deal that's been moving perfectly — discovery goes great, the demo lands, the proposal is out — and then the prospect asks for a reference call, and suddenly everything grinds to a halt. Luna: Oh, absolutely. It's like the moment of truth. You've done all the hard work, and now it all comes down to a single conversation between two strangers. Lucas: And that's what I want to dig into today. Because reference calls are probably the most underutilized tool in a sales rep's arsenal. Most reps treat them as a box to check — schedule the call, hope the customer says nice things, and breathe a sigh of relief when it's over. But top reps approach it like a strategic process, with the same rigor they'd bring to a negotiation. Luna: And it's interesting, because we've talked a lot on this show about turning different moments into advantages — like gatekeepers, or competitors, or even a stalled pilot. Reference calls feel like the last frontier. Lucas: Exactly. And before we go deeper — and I know we say this occasionally — these conversations, the ones that give you a real edge in your day-to-day work, they take a lot of research and preparation to put together. If you've found value in what we do, and you want to keep it ad-free and accessible, consider supporting the show at buy me a coffee dot com slash fexingo. It's a small gesture, but it genuinely helps us keep doing this. Luna: Yeah, every little bit counts. And honestly, if even one framework we share here helps you close one deal, that's worth more than a cup of coffee. Lucas: Absolutely. So let's get into it. I've got a specific case in mind — a deal I saw recently where a reference call nearly killed a two-million-dollar contract. And the way the rep turned it around is just a masterclass. Luna: Okay, I'm all ears. What went wrong? Lucas: So the rep had everything lined up. This was a SaaS deal, a multi-year contract with a global logistics company. The champion was all in, the economic buyer was ready, and then they asked for a reference call. The rep scheduled it with a happy customer, a long-standing account in a similar industry. But she made one classic mistake: she didn't prep the reference on what to say. Luna: The classic 'let the customer wing it' approach. Lucas: Right. And what happened was the customer, who was genuinely happy, went on a ramble about a feature that had nothing to do with why the prospect was buying. For thirty minutes, the reference talked about their custom integrations, their dedicated success manager, all these things that the prospect wasn't getting in their deal. And the prospect walked away thinking, 'We're going to get a worse experience than this reference did.' Luna: Oh, that's painful. Because the reference call is basically a promise of what's to come, whether you intend it or not. Lucas: Exactly. And that's the first rule: the reference call is not just about validating your product. It's about validating the prospect's specific decision. So top reps treat it like a mini-discovery session before the call. They find out what outcomes the prospect cares about — maybe it's reducing churn, maybe it's speed of implementation — and then they brief the reference on exactly those topics. Luna: So you're essentially scripting the reference, not in a fake way, but in a targeted way. Lucas: Precisely. And it's not about putting words in their mouth. It's about aligning the conversation so the reference shares experiences that resonate with what the prospect is worried about. You'd say something like, 'Hey, Sarah, we're talking to a logistics company that's specifically concerned about how quickly our platform can deploy across multiple warehouses. In your case, you had a similar rollout — could you talk about how that went, and maybe some of the surprises you encountered?' Luna: That's a great example. And I've also seen reps do the reverse — they prep the prospect on what to ask. Have you found that to be important? Lucas: Oh, absolutely. A top rep will often send the prospect a brief list of questions that might be useful to ask, based on the objections that have come up in the deal. That does two things: it helps the prospect feel more in control, and it steers the call toward the areas where your product already shines. Luna: So it's a win-win. The prospect gets better information, and you get to control the narrative. Lucas: Right. And that's the second rule: guide the conversation. You don't just set up the call and disappear. You stay on the call, you take notes, and you're ready to jump in if the conversation drifts or if a potential landmine appears. You've got to be the conductor. Luna: I remember a deal where the reference call went completely off the rails because the customer started talking about a competitor they had tried before. And the rep hadn't prepared them on how to handle that comparison. Lucas: That's a classic trap. But a good rep will actually prepare the reference for that. They'll say, 'If they ask about the competitors you evaluated, here's what you might say — and it's totally fine to be honest, but you can frame it as why our approach was better for your specific needs.' Luna: So you're giving the reference talking points, but you're also empowering them to be authentic. Lucas: Exactly. Authenticity is key. A referenced call that feels too polished, too scripted, will raise red flags. The prospect wants to hear genuine experience. So you give them the map, but they're the ones driving. Luna: Okay, so we've got prep and guidance. What's the third rule? Lucas: The third rule is the follow-up. And this is where most reps completely drop the ball. The call happens, it goes well, everyone's happy, and then the rep moves on to the next task. But the top rep does something different: they send a thank-you note to the reference, and they also do a debrief with the prospect. They ask, 'What did you take away from that call? Did it address your concerns? Is there anything else you'd like to know?' Luna: Because the call itself isn't the end — it's a milestone in the sales process, and you need to keep the momentum. Lucas: Right. And that debrief is gold. It gives you a chance to uncover any remaining objections, and it shows the prospect you're attentive and thorough. It also builds the relationship with the reference — that's your champion-in-waiting, someone who can help you with future deals. Luna: That's a great point. Reference calls are often the first time a customer feels like they're part of your sales team, not just a buyer. Lucas: Exactly. And I want to talk about something a little counterintuitive: what do you do when the reference call goes badly? When the customer says something negative, or the prospect brings up an issue that you didn't prepare for. Luna: Oh, this is the nightmare scenario. I've seen reps freeze up and try to change the subject, which never works. Lucas: Right, because the prospect is smarter than that. The top rep addresses it head-on. They'll say something like, 'That's a great point, and I'm glad you brought it up. We've actually made significant changes to that area since Sarah's implementation. Sarah, when did you see that feature?' And then they let the reference talk about how the issue was resolved. Luna: So you turn it into a problem-solving conversation, not a defense. Lucas: Exactly. And sometimes, the reference call reveals a genuine weakness in your product or your process. The worst thing you can do is ignore it. The top rep will acknowledge it, explain what they're doing about it, and — this is key — they'll follow up with the prospect after the call to make sure they feel heard. Luna: That's a lot of trust-building in a short amount of time. Lucas: It is. And I think that's why reference calls are so powerful — they compress a lot of trust into a single interaction. When done well, they can accelerate the sales cycle by weeks. When done poorly, they can kill a deal in thirty minutes. Luna: So, to sum up: prepare the reference, prepare the prospect, guide the conversation, and follow up. Is that the whole toolkit? Lucas: Almost. There's one more piece that I think is often overlooked: the reference call should be treated as a sales meeting, not a casual chat. That means setting an agenda, starting on time, and sticking to the key topics. You'd be surprised how many reference calls are just a free-form conversation that doesn't actually cover the prospect's objections. Luna: Right, it's like a meeting without an agenda is a meeting that wastes everyone's time. Lucas: Exactly. And a good agenda also helps the reference feel more confident. They know what to expect, they know what to talk about. It reduces their anxiety, and they come across as more credible. Luna: So, in a way, you're managing two relationships: the relationship with the prospect and the relationship with the reference. Lucas: That's a great framing. And the best reps treat the reference call as an opportunity to deepen both. They're not just checking a box — they're building a network of advocates who will help them close deals for years to come. Luna: I love that. I think we've got a really actionable framework here. Do you have any final thoughts on how to make this a habit? Lucas: My advice would be to start with your next deal. Don't wait for the perfect scenario. Treat every reference call as a strategic opportunity. Send the prep email to the reference, send the question guide to the prospect, and schedule a debrief afterward. You'll be amazed at the difference it makes. Luna: And if you're a sales manager, I'd say use this as a coaching moment. Listen to a few reference calls with your reps, and give them feedback on how they're handling them. Lucas: That's a great point. Reference calls are a skill, like any other, and they need practice. So let's make a habit of turning these moments into wins. Thanks for joining us.