The Right Content for Each Stage of the Sales Cycle

Documenting and sharing your customer reference stories has never been more important at every stage of the sales cycle. Sales needs content to open doors and dialogues, to communicate compelling differentiators and provide tangible, quantifiable results to influence decisions and close deals. Point of Reference offers a variety of video, audio and written content products to fit any need, including our exclusive offerings, TruPoints™ and Customer Reference Forums.

Where does your sales team need additional firepower? Our solutions are highlighted in blue in the graphic below.

Following is additional information about each of our content solutions. Click the "More" links for details.

Early Stage

Video Testimonials – Short, catchy videos to grab attention and motivate viewers to action. More...

Audio Podcasts – Demonstrate thought leadership and convey important messaging. More...

Written Success Stories – No need to wait for results if you've got a great win story to share. More...

Mid Stage

Video Testimonials – Expanded testimonials to provide more compelling details in an engaging manner. More...

Written Industry Composites – Convey your industry expertise in the context of your customers' success. More...

Written Case Studies – Results oriented studies that provide a concise yet thorough customer story. More...

Late Stage

TruPoints™ – Customer reference interviews designed and conducted to replace live reference calls. More...

Reference Forums – Q&A conference calls featuring one client but benefiting many prospects. More...

ROI Case Studies – These are deep dive financial analyses that CFOs love. More...

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Point of Reference offers two exclusive content development solutions, TruPoints and Customer Reference Forums. The sections below offer additional information on these powerful tools for the late stages of the sales cycle.

TruPoints

There are many definitions of self-service when it comes to the sales team and customer reference requests. But building your program around a library of TruPoints interviews is the only true self-service answer. That's because when the sales team is asked for references they can be found and provided in minutes without a need to call sales colleagues, coordinate customer and prospect calendars and make introductions.

TruPoints are detailed reference interview recordings that replace between 85% and 90% of all reference call requests (based on sales user surveys). That's a huge load off the reference team and the sales team!

These audio and video recordings are hosted and maintained in our secure online reference center, a native component of ReferenceStor. Your sales team can now grant prospects immediate access to independently-conducted, intuitively-organized interviews. You're on to closing the deal while your competitors are still trying to coordinate the first reference phone call.

TruPoint interviews are designed, conducted and edited to be useful to prospective buyers in the due diligence phase of their purchase process. The questions included are those commonly posed by prospective customers to current customers during reference check phone calls. The interviews don't shy away from the tough questions, such as "What could be improved?" The final interview content is not 100% glowing, but rather, realistic and comprehensive; and most importantly, credible. Top...

Customer Reference Forums

When demand for customer references is at a peak (end of month, end of quarter, end of year) even a highly efficient reference program struggles with logistics and reference supply. Customer Reference Forums, one-to-many conference reference calls, are ideally suited to satisfy many due diligence questions in a single call.

Like our TruPoints solution the use of Customer Reference Forums provides a 100% self-service alternative to conventional reference request models.

Each Customer Reference Forum features a reference customer and 10, 20, 30, or more prospective customers who are afforded a 45 minute, highly interactive, Q&A opportunity just when they need it in the eleventh hour.

Point of Reference then edits and combines related segments together so that when replays are shared visitors can zero in on those areas of most interest such as the business need, the selection process, results realized, etc.

Customer Reference Forum replays are insightful, easy to access and navigate, and give the listener a variety of perspectives to consider, collectively more complete than would otherwise be possible. Top...

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