How to build reference ability into your engagement

Client referenceability, why do you need it? First off a good reference makes it easy for the sales team to do their job, It normally means your client is easier to work with and third reason it is the right thing to do. In my role as an engagement leader there are many times when you have to deliver news that the client may not like, but that doesn't mean they will not be a reference. Having worked with over 200 different clients in the past 10 years I have outlined a few easy to remember steps to help you build and keep referenceable clients. Remember references come in many forms so try to define the top 2 or 3 that you will ask for over and over again.

Building client referenceability can be fairly easy if you follow the 3 easy steps outlined below.

Start with the end in mind. What this means is tell the client you want them to be a reference from day 1. Sure they may use that point to their advantage sometimes but you want a reference that will be open and honest so it is usually pretty easy to call them on unfair requests. Otherwise start the conversation early on what they think it takes to be a referenceable client. In many engagements you are working with the clients critical business issues. Use this these to also formalize what will get them to be a reference. You may be asking for a LinkedIn reference, a social media reference, to speak with a potential client, do a press release or even create a promotional video. Let them know what you will be asking them to do during your project.

Test for the reference you want. I.e. After the first milestone in your project or after the first win or loss ask the client if they would give you a good reference. This is a win/win situation no matter how they reply. If they reply positively ask if they would write something up for you. Just a few lines about how you handled the situation and why they are still comfortable giving you a good reference. If they reply negatively then you get some real knowledge, ask them what or how you could have received a more favorable response and a positive reference. Then pay attention to what they tell you. If the reply is about your product and it doesn't do what wanted then you have something to follow up with product management, you might even test that reason by asking if the product had to cost more but included that function how likely would be to pay more for the product.

Make the reference a deliverable in your project plan. Before your project is complete begin to ask for the reference and/or add the reference as a deliverable to your exec sponsor or project manager. Make it very matter of fact that no matter the issues during the project the final product and service were worth the trouble and they are happy with the results.

 Sometimes no matter how happy your client is or how much they like and support your work, product, or service the corporate culture may limit the type of reference they can provide. If you have asked early, tested several times during your highlights and lowlights and gave the client a deliverable more than 80% of the time you will get your reference. When don't it should be easy to learn why not and use that knowledge on your next engagement.