Surprise in Your "Bag-of-Tricks"
Case Studies convincingly define why your company is different and special by demonstrating how a business relationship with you has benefitted “XYZ Company” through growth, expanded outreach, financial upturn, etc. Case studies provide alternative selling propositions, such as:
- Demonstration of success
- Sales report promotions reports
- Substantiation for trade journal articles
- Effective ‘closer for sales’
- Demonstrating solutions
- Company newsletters
- Annual reports
Think of case studies as testimonials on steroids. Used as valuable alternative marketing tools, case studies promote your product or service through a reliable and credible source … but you aren’t making the claims. The impact of case studies increases your credibility because you aren’t the voice promoting. Remember that case study ‘acclamations’ bestowed on your brand often make a significant impact - whether online or used in your marketing toolbox.
Asking customers for a case study is an artform; if your approach is casual and appropriately timed, they are generally pleased to participate when asked.
Ready, Set. Go for It
Your happiest customers make the ideal first candidates since they’ve already voluntarily shared their satisfaction about your product or service. Specifically, those who have thanked you for your support or for helping resolve a problem … almost always respond eagerly because they’ve already expressed their unsolicited gratitude.
After reaching out to customers that use your products and services regularly or have sent you referrals … and then agree to be the subject of a case study … ask open-ended questions that allow them to define the ‘solution you provided’ in their own words. Below is a sampling of frequently asked case study questions:
- Please provide a brief description of your company
- How did you first hear about us?
- Why were you seeking an alternative?
- What solution were you looking for?
- What feature of our product was most appealing?
- What was the initial reaction to our solution?
- How has our solution helped since implementation?
- Has this solution saved money and/or increased productivity?
- What have you been most impressed with?
- Is there anything else we should know?
Emphasize Mutual Opportunity
Help customers view a case study as an opportunity from which both you and they will benefit. Define how exposure of the story can be advantageous – increased sales, growth, how a new solution caused a dramatic change in their market, etc. Then ensure the development process will be timely and not burdensome to them.
Case Studies are far less costly to produce than most traditional marketing tools. They become your most appealing “self-promotion” because they are verified and honest. Contact HQZ Experts www.hqzexperts.com or 949-454-6149 - allow us to assist you in soliciting case study referrals for your company.
Put some umph in your marketing messages.