How to Handle "Can You Provide References First?" in Healthcare & Medical Devices Sales
Expert framework for overcoming the "Can You Provide References First?" objection in Healthcare sales. Proven 3-step method with industry-specific examples.
ScriptFly AI Team
Expert Sales Trainers
How to Handle "Can You Provide References First?" in Healthcare & Medical Devices Sales
You're mid-pitch for a groundbreaking medical device, and suddenly the decision-maker drops the reference request bomb. Your heart rate spikes, and you know one wrong move could torpedo a six-figure deal. This is the moment that separates top-tier sales professionals from average reps.
Why Healthcare Prospects Say "Can You Provide References First?"
In the high-stakes world of healthcare and medical device sales, references aren't just a formality—they're a critical risk management strategy. Healthcare systems operate under intense scrutiny, where a single misstep can compromise patient safety, violate compliance regulations, or waste hundreds of thousands in budget.
The Real Reasons Behind This Objection:
- Mitigating potential financial risk in a complex procurement process
- Ensuring regulatory compliance and patient safety standards
- Protecting their professional reputation from potential technology failures
- Reducing uncertainty in a decision with massive organizational implications
The Wrong Way to Respond (That Most Reps Do)
Most sales reps panic and immediately start scrambling to collect references, inadvertently signaling weakness and desperation. They'll fumble through excuses, promise to "get back soon," or worse—start apologetically listing every contact they know.
Don't:
- ❌ Immediately offer to email a reference list
- ❌ Seem defensive or apologetic about the request
- ❌ Start name-dropping without context
- ❌ Delay the conversation's momentum
The 3-Step Framework That Actually Works
Step 1: Acknowledge Without Agreeing
Validate their concern while maintaining control of the conversation. The key is to show you understand their perspective without getting derailed.Example Response:
"I completely understand why references are important in healthcare technology. Before we go down that path, may I ask what specific outcomes you're looking to achieve with this solution?"
Step 2: Reframe the Conversation
Shift from a defensive posture to a collaborative problem-solving approach. Make them realize references are just one small part of their decision-making process.Example Response:
"References are valuable, but I'm curious—what specific performance metrics or patient care improvements are driving this evaluation?"
Step 3: Ask a Diagnostic Question
Use strategic questions that demonstrate your expertise and force them to articulate their true needs.Power Questions to Ask:
- "What specific concerns are making you request references at this stage?"
- "Beyond references, what clinical or operational challenges are you trying to solve?"
- "How have previous technology implementations impacted your patient care workflow?"
Real-World Example: MedTech Solutions
When MedTech Solutions was pitching a new surgical imaging system to Kaiser Permanente, the procurement team initially demanded references before discussing details.
What Happened: The sales rep used the 3-step framework, uncovering that Kaiser was actually concerned about integration complexity and potential workflow disruptions—not just seeking references.
Key Takeaway: By diagnosing the underlying concern, they transformed a potential roadblock into a collaborative discussion about solution design.
Industry-Specific Considerations for Healthcare & Medical Devices
Healthcare sales demand a nuanced approach that balances technical expertise with empathetic communication. The reference request isn't just about past performance—it's about future risk mitigation.
- Compliance Requirements: Understand that every technology decision carries regulatory implications
- Average Deal Size ($75,000): Recognize the significant financial and operational stakes
- Typical Objection Triggers: Complex procurement processes, patient safety concerns, technology integration challenges
5 Variations You Can Use Tomorrow
Variation 1: The Empathy Reframe "I appreciate your thorough approach. Before we discuss references, what specific patient care improvements are driving this evaluation?"
Variation 2: The Social Proof Angle "While references are helpful, I'm more interested in understanding how we can customize our solution to your unique clinical workflow."
Variation 3: The Risk Reversal "I'm confident in our solution's performance. Would you be open to a pilot program that demonstrates our capabilities firsthand?"
Variation 4: The Future-Pace "References tell you about past performance. Let's discuss how our technology can transform your future patient care delivery."
Variation 5: The Direct Challenge "Most healthcare leaders I work with are more interested in solving specific challenges than collecting reference lists. What specific outcomes matter most to you?"
Common Follow-Up Objections (And How to Handle Them)
"We still need references before moving forward" → Offer a conditional reference approach, suggesting a confidential, carefully curated list after deeper discovery.
"Your references might be cherry-picked" → Propose a transparent selection process or offer to connect them with a diverse range of implementation scenarios.
"We need more detailed proof" → Pivot to case studies, clinical performance data, and specific outcome metrics.
The Bottom Line
Handling the "references first" objection isn't about providing a list—it's about demonstrating value, understanding their unique challenges, and building trust through strategic communication.
Quick Win: Practice your diagnostic questioning technique. Focus on uncovering the real motivation behind their reference request.
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Common Questions About This Objection
When is the best time to use this objection response?
Use this response immediately when you hear the objection. The key is to acknowledge their concern authentically before reframing it. Timing matters—respond too quickly and you seem dismissive, wait too long and you lose momentum.
What if this script doesn't work for my specific situation?
Every prospect is different. Use these scripts as frameworks, not word-for-word responses. Adapt the language to match your industry, product, and the prospect's communication style. The underlying psychology remains the same.
How do I practice these responses effectively?
Role-play with a colleague or record yourself. Focus on tone and delivery—confidence matters as much as the words. Practice until it feels natural, not scripted. The goal is to internalize the framework, not memorize lines.
Can I combine this with other objection handling techniques?
Absolutely. These responses work well with techniques like the "Feel, Felt, Found" method or the "Boomerang" technique. Layer multiple approaches for complex objections, but keep it conversational—never sound like you're running through a checklist.
How many times should I try before moving on?
If you've addressed the same objection 2-3 times using different angles and they're still not budging, it's likely not a real objection—it's a polite way of saying no. Know when to pivot or disqualify the prospect to focus on better opportunities.
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