Latest / Closing the Deal with Fexingo: Sales, Negotiation, and Revenue Conversations for Operators / How One Rep Won a Deal by Asking for a Reference
Transcript
- Lucas: You've done the demo. You've sent the proposal. The prospect says they love it. And then — nothing. Luna: The classic 'let me think about it' — which usually means 'I'm scared to decide.' Lucas: Right. Most reps respond by sending more information, offering a discount, or scheduling another call. But one rep I talked to — she sells cybersecurity software to mid-market companies — tried something completely different. Luna: Okay, what did she do? Lucas: She asked the prospect if they'd be willing to hop on a brief call with one of her existing customers — not to pitch, but to get a reference. The prospect agreed. And within a week, the deal closed. Luna: Interesting. So instead of pushing for the close, she created a situation where the prospect had to confront their own hesitation? Lucas: Exactly. And there's a psychological principle at play here. When someone agrees to a reference call, they're implicitly admitting the solution is worth considering. It's a small commitment that leads to a larger one. Luna: So it's not about the reference itself — it's about the act of agreeing to the call. Lucas: Partly. But the reference call also serves as social proof. The existing customer validates the value. But the key is that the rep doesn't ask for the reference until the prospect has already stalled. Otherwise, it can feel premature. Luna: When did she learn this technique? Lucas: She told me it came from a mentor early in her career. She was losing deals where the product fit was perfect, but the prospect just couldn't pull the trigger. Her mentor said: 'Stop trying to close them. Let one of your customers do it.' Luna: And she just tried it? Lucas: First time, she was terrified. She thought it would seem desperate. But she tried it with a prospect who had been ghosting her for three weeks. She sent an email saying: 'I know you're still evaluating. I'd like to set up a 10-minute call with a customer who had similar concerns. No sales pitch — just hear their experience.' The prospect replied within an hour. Luna: Wow. That's a powerful shift in framing. You're not asking for the order — you're offering a resource. Lucas: Right. And the prospect doesn't feel pressured. They feel like they're getting more information to make a smarter decision. But psychologically, they've already stepped onto the path of saying yes. Luna: So what happens on the actual reference call? Is the rep on the line too? Lucas: In her case, she joined briefly to introduce them, then let the customer and prospect talk one-on-one for about 15 minutes. She stayed muted. The customer talked about their own implementation, the results they saw, and the one thing they wish they'd done differently. Luna: That honesty is crucial. If it's too polished, the prospect smells a setup. Lucas: Exactly. She coached her customers to be candid — including mentioning the challenges. That authenticity builds trust. In one case, the customer said: 'We underestimated the training time. But once we got through it, the ROI was clear in four months.' That gave the prospect a realistic expectation. Luna: So the reference call becomes a tool for overcoming objections in a way the rep can't do directly. Lucas: Right. And here's the part that surprised me: after the call, the prospect came back and said, 'I'm ready to move forward. But I want to start with a six-month contract instead of annual.' The rep didn't just close — she got a concession that was still favorable. Luna: So she used the reference to build enough trust that the prospect was willing to commit, even on slightly different terms. Lucas: Exactly. And she told me that since she started using this technique, her win rate on stalled deals went from about 20 percent to over 60 percent. That's a massive leap. Luna: Is there any risk? Like, what if the prospect says no to the reference call? Lucas: That happens. And when it does, it's actually a signal. If a prospect won't even talk to an existing customer, they're probably not serious. So the rep saves herself weeks of follow-up. She can either qualify them out or address whatever deeper objection is there. Luna: So it's a litmus test too. Lucas: Exactly. It reveals the prospect's true level of interest. And if they say yes, you've just moved the deal forward without any high-pressure tactics. Luna: I love that it's low-risk for the rep. Even if it fails, you learn something. Lucas: That's the beauty of it. And honestly, if this episode moved your thinking forward in some small way, that's the link — buy me a coffee dot com slash fexingo. Listener support is what keeps this ad-free. Luna: Yeah, a small gesture goes a long way for us. And we appreciate it. Lucas: So back to the technique — the rep also told me she prepares her reference customers in advance. She has a list of five to ten customers who've agreed to take these calls. She briefs them on the prospect's industry and concerns. Luna: That's smart. You don't want to waste anyone's time with a mismatch. Lucas: Right. She matches the reference to the prospect's situation as closely as possible. Same industry, similar company size, similar use case. That makes the social proof much more powerful. Luna: Have you ever tried this yourself? Lucas: I haven't been in sales directly, but I've coached teams on it. One rep I worked with in SaaS used it to close a six-figure deal after the prospect had gone dark for a month. He sent the request, the prospect agreed, and within two weeks the deal was signed. Luna: That's the second time we've heard that kind of timeline. It seems like the reference call accelerates the process. Lucas: It does, because it bypasses the prospect's internal deliberation. They've been going back and forth in their own head. The call gives them a real-world story that makes the decision feel safer. Luna: So if a listener wants to try this next week, what's the exact ask? Lucas: Here's a script she shared: 'I know you're still evaluating, and I want to make sure you have everything you need. Would you be open to a 10-minute conversation with one of our customers who had similar concerns? No pitch — just their honest experience.' Luna: Short, direct, and respectful. I like that it doesn't mention the word 'reference' — it's more like a peer conversation. Lucas: Exactly. 'Reference' can sound formal or like homework. 'Customer conversation' sounds helpful. And the key is to send it when the prospect is stalled — not too early, not after weeks of silence. Luna: So you want to catch them when they're still warm but hesitant. Lucas: Right. Usually within the first two weeks after the proposal. If you wait too long, the momentum is gone and the prospect has moved on mentally. Luna: This feels like a technique that works because it's genuine. It's not a trick. Lucas: That's the thing. It only works if you have happy customers and you believe in your product. If you're just trying to manipulate, it'll backfire. The prospect will sense it. Luna: So the foundation is real value. And the technique just surfaces it. Lucas: Exactly. And that's why it's worth trying. If you've got a deal that's stuck, consider letting a customer do the heavy lifting. Luna: I'm going to pass this along to a friend in enterprise sales. She's been struggling with a long cycle right now. Lucas: Let us know if it works. That's it for today — see you next time.