References for sales jobs: who to ask, how to brief them, what to send
Tracking several applications? Module 2 of the Sales Job Search Kit is an application pipeline. It has next-step dates, so reference requests do not slip. £14 + VAT.
References arrive late in the process, often after a verbal offer. Prepare them before you need them.
Who to ask
Pick three people:
- A manager who can speak to your results.
- A peer or a customer who has seen you work.
- A senior leader or a former manager who knows your growth.
Ask before you give their names. Check they are happy to speak well of you.
How to brief them
Send each person a short note:
- The role and company you applied for.
- Two results you would like them to mention, with numbers.
- When the call may happen.
Offer to send your CV and the job description. A prepared reference gives a clear and consistent story.
What to send the new employer
- Name, role, company and relationship.
- A phone number and email.
- The best time to call.
Share this only when asked. Do not give names before the offer stage unless you are comfortable.
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When your current employer is not an option
Say so early and give an alternative. A former manager or a customer can work. Explain that you have not told your current employer yet.
If a reference is late
- Check the contact details.
- Message your referee to nudge them.
- Tell the recruiter what is happening.
Do not accept an offer date that depends on a reference you cannot control.
Compare while you wait
Use the time to check the numbers. The offer comparison calculator shows year-one pay for up to three offers. Related: compare sales job offers and salary negotiation scripts.
Next step: get the free 16 principles for a sales interview.
Questions
How many references does a sales job ask for?
Have two or three ready, including a manager.
When do employers check references?
Usually after a verbal offer and before the contract. Brief your referees before then.
Can I use a customer as a reference?
Yes, if they agree and your employer allows it. Brief them like any other referee.
Also: counter offer email template, sales offer letter checklist.
Related guides
How to compare sales job offers
Compare on year-one pay: a four-step method and a worked example.
Salary negotiation scripts
A phone script, replies for "best offer" and the levers beyond base.
Offer comparison calculator
Two or three offers side by side, with year-one pay for each.
Run your search like a pipeline
A Notion kit for sellers changing roles. It has a target list and a pipeline board with follow-ups due. It also has recruiter scripts, negotiation scripts and an offer calculator for year-one pay. £14, one payment, plus VAT for UK and EU buyers.
Principled Pitch is independent. Pay, quotas and hiring processes vary by company and country. Check the details of any role with the recruiter.