IN THE KNOW —
Case studies: Why you should use them, and how to get started Choosing a construction company can be a big step for prospects. Here’s how case studies help buyers get over the line more easily – especially if they contain a bit of drama. What is a case study? In sales and marketing, a case study is an in-depth look at a customer’s buying journey. It covers the challenge the customer was experiencing; the company’s solution to this problem; and the final outcome. Case studies tell the customer’s story and like all good stories, they should contain a bit of drama. That’s why they discuss the problem as well as the solution. Case studies can be in a written format, or video, or both. They can feature on your website, and you can engage a graphic designer to create attractive documents as part of your marketing collateral.
Seven benefits of using case studies in your marketing:
Tips on getting started with case studies
1. Believable – A good case study is more believable and credible than a testimonial, because it contains a bit of drama. Tell the story of how you dealt with engineering challenges, or delayed joinery and how there was a successful outcome.
• Build it into your sales process – Position the prospect in your very first sales presentation by saying you’ll ask for a testimonial when their project is complete.
Getting started with case studies is easier than you may think:
2. Relatable – A case study turns the customer journey into a story prospective buyers will relate to, and they will start imagining themselves in that scenario. 3. Addresses objections – A good case study also talks about any apprehensions past customers had and how they were overcome. Addressing objections upfront in a case study can alleviate worries a prospect may have.
• Keep checking in – At key points in your construction programme, make sure everything’s on track, and your customer is enjoying your work. This means conversations shouldn’t just be about the nitty gritty details of a project (e.g. choosing tapware), but also about your relationship, communication, and so on. • Pick a happy time – Tee up the case study interview once the building project is complete, and the client is delighted with your work.
4. Relationship – A case study should cover the relationship between yourself and the client. This lets future customers know what it’s like to work with your business. This is particularly important in the construction industry where the work with the client is over a longer period. 5. Values – A case study can bring your company values to life and demonstrate that your business really walks the walk. 6. Competitive advantage – If a prospective buyer is shortlisting suppliers, a strong case study can elevate you over competitors. 7. Online benefits – A case study can increase your website traffic if keywords and Search Engine Optimisation (SEO) tactics are used. Plus, case studies can increase the number of enquiries you get online.
• Hire a professional – If interviewing clients and writing case studies isn’t your strength, engage a copywriter. Being impartial, a copywriter can also ask for constructive feedback that the client may not otherwise give. Need help? Contact us for a free consultation to see how we can help with your sales and lead generation at: https://excc.co.nz/executive-coach-booking/ And to see what a good case study looks like, please see our case study on the following page.
Jason Dinan, Executive Coaching & Consulting. With 28 years of leadership experience working in 23 countries, Jason specialises in growing organisations through developing peak performance leaders, teams, sales effectiveness and strategy. He was the project head for a leading home builder, helping grow annual sales from between 47% to 311%.
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