Case studies: Why you should use them, and how to get started

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

Getting started with case studies is easier than you may think:

• 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. • 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. • 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.

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.

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. 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. 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%.

Case Study: Tomik

Breaking the chains to create a more engaged and more productive team Summary

A residential construction business engaged Executive Coaching & Consulting (EXCC) for a 90-day programme focusing on team development, personal growth, and goal setting.

Todd Flashman, Owner and Managing Director of Tomik

Background

Tomik is a residential building company specialising in ultra-highend, luxury holiday homes on Waiheke Island. Owner and Managing Director, Todd Flashman, has a team of 12 people and engaged EXCC for a focused, customised 90-day programme.

The problem

The first COVID-19 lockdown had a severe impact on Tomik. “Projects were cancelled and we went from hero to zero in days, with no work,” says Todd Flashman. “In the stress of all that, I figured I was stuck in an old cycle and needed to rebuild my business. I wanted to break the chains and barriers that were holding us back.” “I’d lost a couple of key team members in the previous six to eight months, which was quite devastating. And one of the common feedback points was that the company felt disconnected, and the staff members felt a bit abandoned. So I knew that I had to strengthen the unity of my team and really bind them together. As a residential building company, staff are my key asset, and losing 20% of my key resource was significant. There was also a significant emotional cost in losing those people.”

“We got stuck in a rut in terms of communicating internally, to the point where it was sometimes challenging, fierce, and abrupt.” “While I knew I had to address these challenges, there was also the problem of funding any coaching, as we just didn’t have the cash flow for it.”

The solution

“I engaged EXCC to really focus on team development, personal growth, and goal setting for a 90-day programme. I had already covered off sales and marketing with another coach, so I didn’t want to double up. Jason was great in putting together a personalised plan for us; he really listened to our needs. I was initially worried that with his background in large corporates he might not be able to pull it back to the needs of a small residential building company, but he adapted his programme perfectly for us.” Outcomes

Improved company culture and motivation “Our company culture is pretty bloody excellent now! It was never terrible, but we’ve now got a team that’s completely engaged. They’re driven; they’re motivated; and you can see that they’re all standing an inch taller. They’re actively participating in work.”

Company values, purpose and vision that really resonate “I’d already done some work on the company values with another partner, but Jason worked with me to really fine-tune it. I enjoyed that process, as it created a solid foundation. It now resonates with who I am; how I want my business to flow; and how it’s presented to my staff, peers, clients, and the community. The values are now ingrained in the company culture, and it’s received very well. This was one of the biggest lifts of the journey.”

Extended DISC took communication from being challenging to being calm “The team’s now talking and communicating in a way we’ve never done before. Being trade-based, communication traditionally involved a lot of effing and blinding at others, and it was all quite blunt. We needed to break that old industry culture as it wasn’t serving us, and it’s not appropriate in the modern age. Clients see this communication; and subcontractors see it. This negative communication is heavy and weighs us all down.” “We now have a better way of communicating, and that rubs off on the contractors on-site too. Clients may not necessarily see the shift, but what they do see is an engaged team of individuals. We’re now bonding and communicating in a way that’s fresh and new it’s hugely beneficial to our mental health, which is awesome.”

Personal empowerment for improved mental health “My approach is to empower others and provide a platform where individuals can stop and think about the way they’re communicating with people. Not only in the workplace, but taking it home too. This has a huge bearing on wellness and mental health.” “Looking after mental health has a renewed focus in my business. It’s a new way of breaking down the old barriers and chains that were holding us back.”

Vibrant, engaging and adaptable coaching approach “My favourite part of working with Jason is that he is so bloody passionate and obviously good at what he does. He has a platform that’s adaptable to various industry sectors. He’s vibrant. And he’s engaging, and easy to work with because of the way he communicates, and his personal presence. The coach working with us really adapted well to our mindset, and was a great fit for our company.”

The Tomik Team