Most of the companies that I work with are small to mid-size trying to get their biggest names on record as case studies and references. It’s definitely harder asking from the SMB perspective than the big-name company, but I’ve seen many be successful with this.

In terms of what works, it’s hard to generalize because each situation is different. But the most common thing is that the main contact at the customer company was excited about bringing this story to light. The VP, director or manager saved his or her dept big money, improved customer service, etc. and they truly want to tell that story not only publicly but to the higher-ups in their company.

They see documenting their story as a way to get internal PR. They get even more excited when they might be submitted for a relevant industry award because of their efforts. You have to see what motivates them and get them excited, and that excitement hopefully helps them get their legal and PR to agree to let them. Get the highest person in the affected department on board to help get company permission.

Casey

I usually think the best incentive is to ensure your best customers free access to management and to top consultants and tech support, but that will only take you so far… some customers are appreciative when you proactively get them media interviews and editorial space, though others find that more bother than help… paying for your customers to speak at an event in Orlando or Las Vegas sometimes works…you need to have a long and creative list of goodies, eh? I used to work for a big corp where many customers liked to get their name associated with our brand, now I have moved to a start-up and the tables have turned on me – I want to associate our name with our customers’ brands.. how should I meet this challenge?
Shelli Z

I really appreciate your comment. It’s true that vendors too often go back to the same happy customers because their stories are so great, when more energy probably needs to be spent finding fresh references. I think being clear upfront with each reference about how much and how often they are willing to be referenced is critical. What have you found works in terms of new, attractive incentives?

Casey