TFT: Why You Need Case Studies
The Story They Tell Your Future Customers and Why That is Important
When closing out a sale we sometimes forget to follow up with that customer and document the success that we had. The value we brought to them and how that could apply to another customer. That is why you need to set aside time to document case studies. Not for ever sell, but for at least a couple. They help you define the problem in the customers eyes. They help you define your success and the value you bring. That’s what I want to focus on in this post.
What Problem did Your Customer Have?
One of the first areas case studies help you is defining the problem you are solving. They help you see what challenges your customers had and how they see the problem. The first section of the case study will be the problem your customers had. Get some direct feedback from your customer on the problem as they saw it. Remember you are an evangelist for the problem you are solving so make sure their wording is inline with your problem statement, but make it clear they had a problem.
Another advantage of this step is it will help you hone your problem statement. As you have conversations with your customers both before and after your product as been implemented they will give you additional words to describe the problem. When you follow up with customers treat each sell as a potential case study. You may not write and publish each one, but at least you will have the information whether you right the case study or not.
Did You Solve the Problem?
Now you have to answer the questions of what value did you really bring? What problem did you actually solve for the customer. In this section focus on the execution of your solution. We deployed XYZ product, and solved ABC problem for our customer. Again get the customer to provide direct feedback. Interview several individuals that interact with the product on a daily basis. Consider questions like these:
How did the implementation affect them?
What time do they save after the implementation?
What information is easier for them to get now?
Has their productivity increased?
Asking your customers questions like these will help you see the direct and indirect impacts of your solution. Keep in mind that some of the indirect impacts may not even be visible to the customer. For example if you are reducing the number of service trips to a location, one indirect benefit can be reduced risk of auto accidents, and less gas and pollution. These kinds of indirect benefits can be something you help the customer see as a part of your value add.
What Value you Bring?
So we touched a little bit on this in the last section, but I wanted to create a separate section that speaks to the true dollars and cents. Think through the following questions:
How much have you reduced a cost line item in the budget?
What about additional revenue generated?
What secondary service did you make possible?
Can they do more with the same headcount?
This is were the rubber meets the road. This is why other companies will hire you.
Once you have this information work up a one page document with this information. Make sure you have permission to share the clients name. If you do not just go with a generic, “the client”. Also work up shareable posts for LinkedIn or Instagram. Talk through it in a video for Tik Tok or Instagram. Write out a script so you stay on point and keep it short and sweet.
Action Step
Review your last 3 sales wins. Which customer can you write a case study for this week? Collect the needed information, talk to the customer contacts and draft up a case study to match this outline.
Your post has a clear tone and structure that matches your previous TFT posts. Below are 3–5 additional readings on the topic of creating and leveraging case studies in sales:
Additional Reading
“How to Create Case Studies That Convert” – HubSpot
“The Importance of Case Studies in B2B Sales” – Sales Hacker
“Case Studies: The Ultimate Sales Tool” – Forbes
“How to Write a B2B Case Study That Boosts Conversions” – Content Marketing Institute
“How to Measure the ROI of Case Studies in Your Sales Funnel” – Harvard Business Review
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