A reference call should be the moment when you really get a behind-the-scenes look at a potential supplier or partner. Unfortunately, in practice, this often isn’t the case. Too often, it’s just a polite conversation full of generalities, and you’re unlikely to hear the message you really want. Never trust just one positive reference call blindly.
Because even if a supplier gives you a satisfied customer to speak with, that doesn’t mean they always perform that way. So: how do you make sure you hear the real story?
Tips to get the most out of a reference call:
1. Prepare yourself.
Read the original proposal carefully. What claims is the supplier making? What promises do you want to verify? What’s the context of the project you’re calling about?
2. Ask open and targeted questions.
Consider:
“What was the biggest challenge during the process?”
“Looking back, what would you have done differently in the collaboration?”
“How did they respond when things got tense or went wrong?”
“Which people truly made the difference?”
3. Dig deeper into signals.
If you hear, “It worked out in the end,” there’s often a story behind that. Ask: “What do you mean by ‘in the end’? What happened before?”
4. Check the context.
Does their situation match yours? A successful implementation at a large hospital doesn’t mean much if you’re a mid-sized healthcare organization with different processes.
5. Plan two reference calls—with different roles.
For example, speak to someone from content and someone from contract management or operations. You’ll often get a different perspective.
6. Leave room for silence.
Good answers often come after the first silence. People fill that space with nuance, and that’s often the most valuable insight.
7. Listen to what isn’t being said.
If someone sticks to generalities or remains remarkably positive without examples, that sometimes says more than a critical remark.
👉 Want to make sure your reference calls really uncover the true story? Let SourceMinds help you ask the right questions before you sign. Send a message or call us (010-2036640) and we’ll think along with you.
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