Providing Client References to Prospects
A consistent, professional process for handling reference requests.
When a potential client asks for references, how we respond can make or break trust. This SOP ensures we deliver relevant, credible references while respecting our existing clients’ time.
By following these steps, we’ll strengthen both sales opportunities and long-term client relationships.
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Purpose
To ensure that reference requests from potential clients are handled professionally, consistently, and in a way that strengthens relationships with both current clients (references) and prospects.
Team Roles
Account Manager / Sales Lead – Handles the prospect request, selects appropriate references, and sends communication.
Client Success Manager (if applicable) – Confirms that the reference clients are comfortable being contacted.
Operations Coordinator – Tracks all reference requests and ensures clients aren’t overused as references.
Scope
This SOP applies to all requests from prospects asking for references and to the process of informing clients before sharing their information.
Step-by-Step Process
Step 1: Receive Reference Request
Prospect (potential client) requests references during the sales process OR you provide them as a part of the proposal
Log request in CRM/Tracker (include date, prospect name, and requested timeline).
Step 2: Select References
Choose 2–4 clients who:
Had a successful project.
Are in a similar industry or use case to the prospect.
Haven’t been asked too frequently (avoid fatigue).
Step 3: Inform & Ask Permission from References
Send this Client Notification Email (template):
Subject: Reference Request – [Prospect Company]
Hi [Client Name],
I hope you’re doing well! I wanted to give you a quick heads-up that we’ve been in discussions with a new potential client, [Prospect Company], who asked us for references from some of our best partners.
We immediately thought of you and the great work we’ve done together, so we shared your name and contact information as a reference. Someone from their team, [Prospect Contact, Title], may reach out to you directly in the coming days.
We truly appreciate your support and partnership. If there’s anything you’d like us to clarify to them ahead of time, please don’t hesitate to let me know.
Thanks again for being such a valued client — we’re grateful for your continued trust.
[Your Name]
Step 4: Share References with Prospect
Send this Prospect Email (template):
Hi [Prospect Name],
Absolutely — happy to provide references. Here are a few clients you can connect with regarding their experience working with us, along with links to the websites we created for them:
[Client Name] – [Client Email]
[Website URL(s)][Client Name(s)] – [Client Email(s)]
[Website URL(s)][Client Name] – [Client Email]
[Website URL(s)]
Please let me know if you’d like an introduction or prefer to reach out directly.
Thanks,
[Your Name]
Step 5: Track & Follow Up
Record which references were shared with which prospect.
Follow up with reference clients afterwards to thank them and check if they were contacted.
Use learnings (e.g., feedback from prospects) to improve future pitches.
Tools & Resources
CRM or Tracker (Notion, ClickUp, or HubSpot) to log reference requests.
Email Templates (above).
Expected Outcomes
Prospects receive credible, relevant references quickly.
Reference clients feel respected and appreciated.
The process strengthens trust and increases conversion rates.