Closing the Deal with Fexingo · 2026-08-01 · 9 min
In this episode of Closing the Deal with Fexingo, Lucas and Luna unpack a sales strategy that flips the typical reference call on its head: asking the buyer to become the reference account before the deal is signed. They tell the story of a software sales rep who, instead of offering references, asked the buyer to commit to being a public case study if the implementation succeeded. That single question changed the dynamic from vendor-pitching to co-creation. Lucas breaks down the psychology - how asking for a reference signals confidence, forces the buyer to project success, and creates a sense of shared ownership. Luna adds a counterintuitive twist: the request also acts as a filter, because buyers who hesitate often aren't ready to champion the product internally. They discuss why this works best with certain deal sizes and industries, and where it can backfire. The episode includes a brief, sincere note about how listener support keeps the podcast ad-free. Expect a practical, conversation-driven look at a negotiation tactic that turns customers into advocates from day one.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
How One Rep Won by Asking the Buyer to Fund the Launch72 / 100The Rep Who Won by Asking for a 20 Percent Price Cut69 / 100How a Rep Won by Negotiating Against Their Own Offer86 / 100How One Rep Closed by Asking the Buyer for a Competitor Comparison81 / 100
The Sales Rep Who Won by Telling the Buyer He Was Wrong72 / 100
