Case Studies: Why they are crucial for sales
Case studies can take a lot of time and effort for sales and marketing teams. But they are well worth the effort.
It’s not uncommon to find a situation where a customer project is completed, an agreement is made between the company and the customer to write a case study and then that customer leaves and as a result the authorisation is lost.
This can be very frustrating I know but as they say persistence pays off.
Reasons why they are so important:
They provide credibility - This is a testimonial that showcases an actual example of how your product or service has helped to solve your customers problem and achieve success. This builds trust with potential customers making it easier to convert leads into customers.
Shows you are the expert - Case studies position your company as an expert in your industry by highlighting your ability to understand and solve specific challenges faced by your customers. Case studies showcase your expertise in a tangible way.
Helps with sales - Case studies are highly effective at moving prospects through the sales funnel and closing deals. This is concrete evidence of the value your company has delivered.
Strengthens customer relationships - Having customers participate in case studies shows that there is a mutual and respectful relationship that you are both happy to share publicly. This gesture of goodwill can increase customer loyalty and retention, leading to potential revenue growth.
Are multi-purpose marketing assets - They can be used at every stage of the marketing and sales funnel used for prospects to retain existing customers. They can also be used across multiple marketing channels such as your website, industry media, at tradeshows and sales conferences.
Next steps:
Identify ideal customer stories - Compile a list of the customers you know who will approve the process and who you achieved impressive results with. Prioritise them first. There are some industries that are reluctant to promote case studies so if they say no, I suggest you listen to them and look to the next customer.
Have a streamlined process - Collaborate closely with sales and customer success teams to develop a standardised process for gathering customer information, conducting interviews and obtaining approvals.
Collect customer quotes - Obtain compelling quotes and testimonials directly from customers that reinforce the value you delivered.
Gather quantifiable data - Gather concrete data that shows the measurable impact and return on investment of your solution. Hard numbers and metrics add credibility and make case studies more persuasive.
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