Questions to Ask an AI Vendor's References

When evaluating AI sales tools, asking the right questions to AI vendor reference customers is crucial for informed decision-making. These calls move beyond vendor-controlled demos and provide direct, unfiltered insights into product performance, implementation realities, and ongoing support. They help you validate claims, understand potential pitfalls, and assess how the solution truly performs in a real-world sales environment.

This guide outlines a structured approach to reference calls, ensuring you cover critical areas from implementation to ROI, helping you make a sound investment.

Why Reference Calls are Non-Negotiable for AI Sales Tools

AI tools are not just another piece of software. They often involve complex integrations, data dependencies, and a learning curve for your sales team. A vendor’s sales pitch will naturally highlight strengths. Reference calls provide the counter-narrative, offering a user’s perspective.

Without these insights, you risk investing in a solution that looks good on paper but fails to deliver value in practice.

Reference calls offer insights into:

• Actual Performance: Does the AI deliver on its promises in a live environment?
• Implementation Reality: What does the setup process truly entail? How long did it take?
• User Adoption: How did their sales team react to the tool? What were the adoption challenges?
• Support Quality: How responsive and effective is the vendor’s support team when issues arise?
• Hidden Costs/Efforts: Were there unexpected resource demands or costs during or after implementation?

This is a key step in any robust AI vendor evaluation guide.

Preparing for Your Reference Call

Effective reference calls require preparation. Do not go into these conversations cold.

1. Define Your Objectives

Before you even request references, clarify what you want to learn. What are your biggest concerns about the vendor or the solution? Tailor your questions to address these specific points, whether it’s data security, integration complexity, or user adoption.

2. Research the Reference Company

When the vendor provides references, do your own research on those companies. Look for:

• Industry: Is it similar to yours?
• Company Size: Are they a similar scale (e.g., B2B under 200 people)?
• Sales Motion: Do they have a similar sales process (e.g., inbound, outbound, enterprise, SMB)?
• Existing Tech Stack: Do they use similar CRM or other sales tools?

The more aligned the reference company is with yours, the more relevant their feedback will be. If a vendor only offers references from vastly different companies, push back and request more relevant ones.

3. Review Your Internal Requirements and Vendor Proposal

Go back to your initial requirements document and the vendor’s proposal. Identify any areas where you need more clarity or validation. Note down specific features or claims you want to verify.

4. Prepare Open-Ended Questions

Avoid yes/no questions. Frame your questions to encourage detailed responses. For example, instead of “Was implementation easy?”, ask “Can you describe your implementation process, including any unexpected challenges and how they were resolved?”

Key Question Categories for Reference Calls

Organize your questions into logical categories to ensure a comprehensive discussion.

I. Implementation and Onboarding

This section focuses on the initial setup and integration of the AI tool.

1. Initial Setup: “Can you walk me through your implementation process from start to finish? What was the timeline, and did it align with the vendor’s estimates?”
2. Resource Commitment: “What internal resources (people, time, budget) did you need to commit during implementation? Was this more or less than you anticipated?”
3. Integration Challenges: “How did the AI tool integrate with your existing CRM and other sales tools? Were there any significant integration challenges, and how did the vendor help resolve them?”
4. Data Preparation: “What was involved in preparing your data for the AI tool? Did you encounter any data hygiene issues, and how did the vendor assist?” (This is especially critical if you haven’t done your CRM data hygiene yet.)
5. Vendor Support During Setup: “How would you rate the vendor’s support during the implementation phase? Were they responsive and knowledgeable?”

II. Product Usage and Adoption

This category explores how the sales team uses the tool and its impact on their workflows.

1. Primary Use Cases: “What specific problems were you trying to solve with this AI tool, and how effectively has it addressed them?”
2. User Adoption: “How did your sales team adopt the new AI tool? What were the biggest hurdles to adoption, and what strategies did you use to overcome them?”
3. Training: “What kind of training did the vendor provide for your sales team? Was it sufficient, or did you need to supplement it internally?”
4. Workflow Impact: “How has the AI tool changed your sales team’s daily workflow? Has it added or removed steps, and how has that impacted productivity?”
5. Feature Utilization: “Which features of the AI tool do your sales reps use most frequently? Are there any features you expected to use but don’t, or vice-versa?”
6. Accuracy and Reliability: “How accurate and reliable are the AI’s outputs (e.g., lead scoring, content generation, forecasting)? How often do you find yourselves needing to correct or override its suggestions?”

III. Business Impact and ROI

This section aims to quantify the value derived from the AI solution. This is where you test vendor claims about calculating the real ROI of a sales AI tool.

1. Measurable Outcomes: “What measurable business outcomes have you seen since implementing the AI tool? Can you share any specific metrics (e.g., increased conversion rates, reduced sales cycle, time saved)?” (Be prepared for placeholder numbers here; focus on the type of impact.)
2. Expected vs. Actual ROI: “Did the actual ROI meet your initial expectations? If not, what were the discrepancies and why?”
3. Cost-Benefit Analysis: “Beyond direct ROI, what other benefits (e.g., improved data quality, better rep morale) have you observed? Are there any unexpected costs or resource drains?”
4. Impact on Sales Pipeline: “How has the AI tool impacted your sales pipeline generation or progression? Have you seen an increase in qualified leads or faster deal velocity?”
5. Competitive Advantage: “Do you feel this AI tool gives your sales team a competitive advantage? If so, how?”

IV. Vendor Relationship and Support

Understanding the ongoing relationship with the vendor is critical for long-term success.

1. Ongoing Support: “How would you rate the vendor’s ongoing customer support? Are they responsive, knowledgeable, and proactive?”
2. Product Roadmap: “How transparent is the vendor about their product roadmap? Do they solicit feedback, and do you see your suggestions incorporated?”
3. Account Management: “How effective is your dedicated account manager (if applicable)? Do they provide strategic guidance or just transactional support?”
4. Problem Resolution: “Can you describe a time you encountered a significant issue with the product or service? How quickly and effectively did the vendor resolve it?”
5. Contract Renewal: “Are you planning to renew your contract with this vendor? Why or why not?”

V. General Feedback and Recommendations

Conclude with broader questions that allow the reference to offer overall perspective.

During the Call: Best Practices

• Listen Actively: Pay attention not just to what is said, but how it’s said. Hesitation, enthusiasm, or specific phrasing can offer additional insights.
• Take Detailed Notes: Record key points, direct quotes, and any follow-up questions that arise.
• Be Respectful of Their Time: Stick to your prepared questions but be flexible if the conversation naturally leads to valuable insights.
• Avoid Leading Questions: Do not put words in their mouth or try to steer them towards a specific answer.
• Thank Them: Express gratitude for their time and candor.

After the Call: Analysis and Follow-Up

Once the call is complete, debrief with your team.

• Compare Notes: Discuss what you heard and identify any consistent themes or red flags.
• Validate Claims: Cross-reference the reference’s feedback with the vendor’s claims and your internal requirements.
• Identify Gaps: Did the reference call raise new questions for the vendor?
• Scorecard: If you’re using a vendor evaluation scorecard, update it with insights from the reference call.

Reference calls are a critical component of due diligence for any significant AI sales tech investment.

They provide a reality check that no demo or sales deck can offer. By asking the right questions and listening carefully, you can gain confidence in your decision and mitigate risks, ensuring your AI investment truly supports your sales objectives.