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Case Study - Sample Templates
One of the best ways to
demonstrate credibility is through case studies co-developed with existing
customers. These become de facto letters of reference and strong referrals.
While sales sheets are ideal for highlighting
specific services or products, case studies allow businesses to tell a
compelling story that resonates with prospects without being overly promotional.
Case studies also
shift the focus from it's all about me and my company to something that is more educational in
tone and content - and they highlight tangible situations prospects can relate
to.
This subtle approach is typically more effective and leads to a deeper
connection with potential customers than in-your-face ads and brochures.
How to write a Case Study
Today's prospects want documented proof that your company has brought success to
businesses similar to their own. Case studies create parallels in the minds of
your prospects between their own business needs and those of similar customers
you've already successfully served.
Here are some ways you can use case studies
to get in the door with potential customers:
Showcase Your Industry-specific Expertise
Make sure to profile customer success stories that are relevant to your current
prospect pool.
If you are targeting businesses in the banking industry, develop
a case study with a customer in this sector. The closer to home you can make
these anecdotes; the more effective they will be at persuading your prospects
that you would be a strong business partner.
Demonstrate That You Keep Good Company
By highlighting well-known customers, you can significantly enhance your
company's credibility. Ideally, choose customers with recognizable names and
strong reputations businesses that your prospects may want to emulate. In
pairing your company's name with proven industry leaders, your company becomes a
winner by association. If recognizable companies are not yet among your customer
base, than highlight quantifiable success stories that illustrate your company's
value and strengths.
Speak Your Prospects' Language
Case studies are been there, done that, got the results tales of exactly why
your company is a good fit. They allow you to resonate with your prospects by
speaking to them in their language and from their perspective. For this reason,
the customers you choose to feature should be as similar to your prospects as
possible.
Profile successes of current customers who are of a similar size organization as
your prospects (i.e. small business, middle market or enterprise); espouse
similar objectives as your prospects (i.e. cost savings, revenue generation,
efficiencies); operate in the same or similar industries as your prospects; and
face similar challenges as your prospects.
Focus on Your Prospects' Business Goals
Prior to writing case studies, think carefully about your prospects' needs and
business objectives. This will enable you to speak directly to those challenges.
Case studies can demonstrate your company's expertise in specific service areas;
meeting specific industry regulations (i.e. HIPAA, Sarbanes-Oxley or
Gramm-Leach-Bliley); and forging business partnerships that offer greater, more
lasting benefits than the traditional vendor relationship.
Quantify the Successes You Create
It's not enough to say that your company has helped a business be more
successful. Truly effective case studies include quantifiable metrics and
measurable results, such as new revenue generate; amount of sales increased;
faster time to market; cost savings achieved; operational savings or
efficiencies realized; and new markets penetrated.
Extend the Value of Your Case Studies
To reach as many prospects as possible, extend the value and shelf life of case
studies by leveraging them in a multitude of formats. This can include posting
them on your company's Web site to highlight quantifiable customer successes;
including quotes or results in brochures, sales sheets and other marketing
collateral; offering them as tangible examples of your work in proposals;
fulfilling reference requests with a case study and contact information; using
them to enhance award applications; and submitting them to local newspapers and
trade magazines for extra exposure.
Satisfied customers are your strongest asset in winning new business. Use your
company's past successes to generate new leads. Before your sales staff calls on
a prospect, position your company to be viewed as the expert in its field. Give
your prospects real-world examples of how a partnership with your company is the
quickest route to success - give them a case study.
Case Study - Sample Templates
Amy Zucker is president of Synergy Marketing Group, Inc. To learn more about Synergy
Marketing Group, visit http://www.synergy-mg.com
Learn How to Write Case Studies
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