References are like testimonials on steroids. Our previous two articles (How to Ask for a Great Testimonial and Using Event Testimonials to Sell More Registrations) talked about how testimonials can help people decide whether to attend your event. Now, we’re turning the spotlight on you as you decide which online event registration system to use (or when you buy anything else for that matter.) References from past and current customers are a way to gather detailed information about the registration system you’re considering, and basic due diligence is to ask for 3 references. Sometimes people don’t bother to call the references, but they’re handy if you want to hear about success stories to validate your choice.

And that’s what you’ll hear – details about how the customer loves the product. Of course, a supplier is going to put you in contact with people who they know will say good things about them; they may even have prepped the person as to which points to cover with you. But this is not to say that references aren’t useful — you just need to dig a little deeper to uncover any potential issues.

Here’s how to do just that in four steps, plus one extra to go really deep.

This may seem obvious, but a good starting point is to make sure that the name you’ve been given is a legitimate customer and user of the registration system. Start by checking out the person’s business website and verifying that they’re listed there. Alternatively, call their phone number and see that it really does go to that organization. Just having a cell number and a first name doesn’t really buy much credibility for a reference. If there are links to the event registration system from their website, so much the better.

When you first speak to the person giving the reference, ask them questions that verify what the salesperson has told you. It’s like in court when lawyers ask questions they know the answers to. Or, alternatively and continuing our theme, it’s similar to separating two witnesses to interview them separately and then comparing notes to see if they’re telling the same story. If the story from the reference differs from that of the salesperson, then you need to go back to the sales force for clarification and explanation.

Moving on from the confirmation questions, the next step is to ask questions about the person’s experiences with the event registration service, the company itself and especially the customer support. Ask open-ended questions — think essay rather than multiple choice. Good questions to ask include: Why did you choose this particular service? What could be improved about it? How would you rate the support/customer service? Listen closely and ask follow-up questions if you’re given an evasive or superficial answer. This is your chance to dig deep and uncover any reservations or issues that the person has with the product.

Even if the reference comes across as enthusiastic in your conversation, a telling point is whether they believe in the registration system enough to personally recommend it. This may be through word-of-mouth to a colleague or maybe through a testimonial on the event registration vendor website. Either way, a previous personal recommendation from them scores points in your evaluation. Ask them also how the system worked out for their colleagues.

We’ve already said that the references provided by the event registration system vendor will give positive reports. It’s worth investing a little extra time to search out other customers of the company and contact them. Entering the registration system name into a search engine may return the websites of some companies using it. You can also ask the references provided by the salesperson if they know of anyone else using the registration system.

Following these four (plus one) steps will enable you to obtain the most useful information from references to aid in your purchase decision of an online event registration system. For more help, download our white paper “The 5 Tough Questions to Help Pick the Perfect Online Registration System.” Question 3, “What dirt can you dig up on the company”, gives several additional strategies that will help you be certain that you are picking the best company for you.

4 Steps to Make Calling References Provided By a Salesperson Not a Waste of Time (Plus a Bonus Step To Really Get the Truth)

4 Steps to Make Calling References Provided By a Salesperson Not a Waste of Time (Plus a Bonus Step To Really Get the Truth)

4 Steps to Make Calling References Provided By a Salesperson Not a Waste of Time (Plus a Bonus Step To Really Get the Truth)

Step #1 – Verify the contact is a legitimate reference

Step #2 – Confirm facts from the sales person

Step #3 – Ask some open ended questions

Step #4 – Ask the reference if they’ve ever referred the company to any of their colleagues

Bonus Step – Dig up your own customers to call

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