How to reply when someone asks for references or examples of your work
"Could you share some examples of similar work?" or "Can I speak to a past client?" usually arrives late in a sales conversation. The person likes what they have heard and wants proof before they commit. It is a good sign, but it can be awkward. Some of your best work may be confidential, some clients may not want to be contacted, and sending the wrong example can do more harm than good. This guide shows how to reply with examples that match what the person is buying, how to handle references without bothering your clients, what to say when you cannot share something, and how to set up an AI agent so it never shares more than it should.
The short answer
Thank them, then send two or three examples that are as close as possible to their own job, with one line on each saying what the problem was and what you did. For a reference call, check with the client first, then introduce them by email. If your work is confidential, say so plainly and offer a summary without names instead.
Replies you can adapt
Change the details to match your business. Names, prices and times are examples.
| When | Reply |
|---|---|
| Sending examples | Of course. Here are three projects close to yours: a rebrand for a Bristol law firm, a website for a regional accountancy practice and a brochure for a training company. Each link has a short note on what the client needed and what changed afterwards. |
| Agreeing to a reference | Happy to. I will check with one of my clients who had a very similar project and, if they are happy, introduce you both by email in the next couple of days. |
| Making the introduction | Hi Laura, as promised, this is James from Northfield Dental, who is thinking about a similar website project. James, Laura kindly offered to tell you how our project went. I will leave you both to it. |
| The work is confidential | Most of our work is under confidentiality agreements, so I cannot share the documents. I can tell you about a similar project without names: a 40-person engineering firm that needed its quality manual rewritten in six weeks. Would a short call to talk it through help? |
| You have no exact match | I have not done this exact project for a dental practice, but I have done two very similar ones for physiotherapy clinics. Here is one of them. The challenges were much the same: online booking, trust and clear prices. |
| You are new | We are a young business, so our list of past clients is short. I can show you the two projects we have finished, and I am happy to do a small paid first stage so you can see how we work before committing to the whole thing. |
| They ask on LinkedIn | Thanks, Ravi. I have a few case studies that fit your situation. Would it be easier if I emailed them, or would you prefer the links here? |
| They ask for a long list | I would rather not overload you, so here are the three closest matches. If you would like more, I am happy to send some from other sectors. |
What to avoid
- Sending your whole portfolio. Three close matches are more convincing than thirty loosely related ones.
- Giving out a client's name, phone number or email without asking them first.
- Sharing confidential documents, even partly hidden, without the client's written permission.
- Calling on the same happy client every time. Spread reference requests out so nobody feels used.
- Letting an AI agent send work examples or client details that you have not chosen yourself.
What to tell your AI agent
- Give it a short list of approved examples, with a link and one line each, grouped by type of client.
- Tell it to choose the two or three closest to what the person described, and to explain why each is relevant.
- Tell it never to share client names, contact details or documents that are not on the approved list.
- Tell it to pass every reference request to you, with a note of what the person is buying.
- Give it the wording for confidential work, so it can offer a summary or a call instead.
When a person should take over
- Every request to speak to a past client.
- Any request for documents, contracts or work that is not on your approved list.
- Large or sensitive deals where the right example could decide the outcome.
What the person is really checking
When someone asks for examples, they are rarely judging your best work in general. They are asking, "Have you solved a problem like mine before, for someone like me?" A plain example from their own sector often convinces more than an award-winning project from a different world.
When they ask for a reference, they want to hear from someone who has no reason to flatter you. They want to know how you were to work with: whether you kept to time, how you handled problems and whether the price stayed the price.
Knowing this helps you choose. Send examples that match the job, and offer references who can talk about the working relationship, not just the result.
Build a small, approved list
A short list of examples you are happy to share, prepared in advance, saves time on every enquiry and keeps you from sending something you later regret.
- Pick six to ten finished projects across the kinds of clients you want more of.
- For each, write one line on the problem, one on what you did and one on the result, in plain words.
- Ask each client whether you may share the example, and whether they would be willing to take a reference call now and then.
- Note which clients agreed to calls, and when each was last asked, so you can share the load.
- Write a short version of any confidential project without names or identifying details.
- Review the list every few months and retire examples that are out of date.
Handling references politely
A reference call asks a favour of a busy client, so treat it with care. Never pass on contact details without checking. A short message is usually enough.
Hi Laura,
I hope the new site is still working well for you. A dental practice in Leeds is thinking about a similar project, and they have asked whether they could speak to a past client for ten minutes.
Would you be happy for me to introduce you by email? No problem at all if now is not a good time.
Thank you,
SamOnce the client agrees, introduce them in one email and step back. Thank the client afterwards, whatever the outcome. A small thank-you, such as a note or an hour of free support, is appreciated, but avoid anything that makes the reference look paid for.
A worked example
Here is a LinkedIn conversation for a small design studio. The AI agent sends examples from the approved list and passes the reference request to the owner. Names and details are examples.
| Who | Message |
|---|---|
| Prospect | Thanks for the call yesterday. Before we decide, could you share some similar work? And would one of your clients be up for a quick chat? |
| Business | Thanks, James. Here are three projects close to yours: a dental group in Sheffield, a physiotherapy clinic in York and an optician in Harrogate. Each link explains what the client needed and what changed after launch. I have passed your reference request to Sam, who will set it up. |
| Owner | Hi James, Sam here. I have checked with Laura at the Sheffield practice and she is happy to talk. I will introduce you both by email this afternoon. |
| Prospect | Perfect, thank you. |
| Owner, a week later | Hi James, I hope the chat with Laura was useful. Let me know if there is anything else you would like to see before you decide. |
The agent handled the quick part from a list the owner had already approved. The owner handled the part that involved another client's time and trust.
If this happens, do this
| If | Do this |
|---|---|
| All your best work is confidential | Offer anonymous summaries and a call to talk it through. |
| You have nothing in their sector | Show the closest match and explain what the two jobs have in common. |
| They want three references | Offer one now and a second if they still need it. |
| A client says no to calls | Thank them and remove them from your reference list. |
| They ask for a free sample instead | Offer a small paid first stage, or a short call to talk through their brief. |
How Spaces fits in
Spaces connects your own LinkedIn account and mailbox to the AI agent you already use, so it can reply to requests like this from your approved list. LinkedIn restricts automation on personal accounts, so read the caveat box above before you connect it, keep the agent to people who wrote to you, and keep reference requests for yourself.
If you would rather check every reply first, ask your AI agent to hold replies as drafts, and nothing goes out until you approve it.
Sum up and next step
Send two or three close matches with one line each, ask clients before you share their names, and offer a summary when the work is confidential.
Build your approved list this week. It makes your own replies faster and gives your AI agent a safe set of examples to choose from.
Pricing
FAQ
How many examples should I send?
Two or three that closely match the person's job. More than that makes them work harder to find the relevant one. Offer more if they ask.
Do I need permission to share past work?
For anything that names a client or shows their material, ask first and keep a note that they agreed. Some contracts forbid sharing altogether, so check yours. Anonymous summaries are usually safe when the work is confidential.
What if I am a new business with no clients yet?
Say so honestly and show what you can: personal projects, work from a previous job if you are allowed to share it, or a small paid first stage. Many clients are happy to try a new business if they feel the risk is small.
Should I give a client's phone number for a reference?
Only with their permission, and an email introduction is usually better. It lets both people reply when it suits them and keeps your client in control of their own details.
Can an AI agent send case studies?
Yes, if they come from a list you have approved. Tell it to pick the closest matches and explain why each is relevant. Keep reference requests and anything confidential for yourself.
What if the reference does not go well?
Thank your client either way and ask the prospect whether they have any concerns you can answer. If a client gives a lukewarm reference, it may be time to stop asking them.
Are online reviews enough instead of references?
For smaller jobs, often yes. For larger contracts, many buyers still want to speak to someone directly. Point people to your reviews first and offer a reference call if they need more.