D.J. Cash

In Defense of Case Studies

Brochures and other promotional materials have their place in the sales process, but to build relationships that win hearts and minds of prospects, try case studies – are much more effective because they offer quantifiable success stories told from the perspective of current satisfied customers.

In a messy, "me too" market, the prospect of requiring providers to establish themselves as credible experts before they are taken seriously – much less take their calls or return their e-mail applications. One of the best ways to demonstrate credibility through case studies developed in collaboration with existing customers. These become de facto letters of reference and strong references.

While sales sheets are ideal to highlight specific products or services, case studies allow companies to tell a compelling story that resonates with prospects without being overly promotional. The case studies also shift the focus from "all about me and my company" to something that is more educational in tone and content – And highlight the prospects for specific situations can relate. This subtle approach is often more effective and leads to a deeper connection with potential customers of "in-your-face" ads and brochures.

prospects today want documented proof that their company has brought success to businesses similar to their own. The parallel case studies to create in the minds of potential customers from their own business needs and those of similar customers and has successfully served. Then are some ways you can use case studies to get in the door with potential customers:

Showcase your specific industry specialization

Make sure customer profile success stories that are relevant to your current prospect pool. If the language of the banking sector companies and develop a case study with a client in this sector. The closer to home you can do these stories, the more effective to persuade their customers potential that you would be a strong business partner.

Demonstrate that keep good company

By highlighting known customers, which can significantly improve the credibility of your business. Ideally, customers choose recognizable names and strong business and reputation that potential clients may want emulate. In the matching name of your company with proven industry leaders, your company becomes a winner by association. If companies are not recognizable yet between its base of customers who insist on measurable results that illustrate the success of your business value and strengths.

Talk to your potential customer Language

The case studies are "been there, done that, got the results" stories about why your business is a good fit. Allow resonate with your prospects speaking in their language and from their perspective. For this reason, customers who choose to feature should be as close to your potential customers as possible.

Profile successes of current customers who are of a similar size organization as its prospects (ie, small businesses, middle market or business); embrace similar goals to your prospects (ie, cost savings, revenue generation, efficiency), operating in the same or similar industries to their potential customers and face similar challenges to their potential customers.

Focus on business objectives of your potential customer

Before writing the case studies, think carefully about the needs of your potential customers and business objectives. Thus, in order to speak directly with the challenges.

Case studies can demonstrate experience of your company in specific service areas, specific regulations for the meetings industry (ie, HIPAA, Sarbanes-Oxley or Gramm-Leach-Bliley), and business partnerships that provide greater, more lasting benefits than the traditional supplier relationship.

Quantify creating success

Not enough to say that his company has helped a company be more successful. Truly effective case studies include quantifiable metric and measurable results, such as generate new revenue, amount of increased sales, faster time to market, cost savings achieved, savings or efficiencies operative in this case, and entered new markets.

Extend the value of your case studies

To reach the widest possible range of perspectives, expand the value and life of the case studies by utilizing a multitude of formats. This may include the inclusion in the Web site to highlight your company Customer measurable achievements, including the contributions or results in brochures, sales sheets and other marketing materials, providing tangible examples of their work in proposals, meet the requirements of reference with a case study and contact information, their use to improve the award applications and submit them to newspapers local and specialized magazines for additional exposure.

Satisfied customers are your most important asset to win new business. Use your successes of last company to generate new leads. Prior to his sales staff to a potential customer calls, the company's position to be seen as the expert in your field. Give your potential customers real-world examples of how an alliance with your company is the fastest route to success, giving a case study.

About the Author

Amy Zucker is the president of Synergy Marketing Group, Inc. She is a marketing and public relations veteran with nearly 15 years of expertise in brand development, trade, local and national media relations and interactive marketing. She founded Synergy Marketing Group in 2002 to serve manufacturing, technology, pharmaceutical, biotechnology, health care and financial services organizations. The firm obtained a Woman-owned Business Enterprise (WBE) certification to bring value to its clients and vendor partners who want to meet corporate supplier diversity program goals and qualify for new business opportunities in government and regulated industries. Amy can be reached at 317.205.9690 ext. 223 or amy@synergy-mg.com. To learn more about Synergy Marketing Group, please visit http://www.synergy-mg.com.

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