What it usually means
A positive sign: the buyer is seriously considering you and wants to reduce risk. It can also be a way to delay.
The approach
Agree, find out what they want to learn from the reference, and pick a customer who matches them as closely as possible.
What to say
1Absolutely. What would you most like to ask them? That helps me pick the best match.
2I'll arrange that this week. If the reference call goes well, what would the next step be on your side?
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Sending a generic list of logos
- Overusing the same happy customer