Case Studies A case study walks through a real-‐life example of how your company solved a customer’s problem. They can be used nearly anywhere in the sales process: WHERE USED IN SALES SCENARIO PROCESS Product or service is very new or rapidly evolving Early Prospect isn’t familiar with the product/service Early Product or service is intangible, difficult to describe, or fairly complex Early Product or service is mainstream Late, near close You want to strengthen your close by reinforcing how well you’ve delivered for Late, near close previous clients
BRAINSTORMING
Your sales team should be able to help you identify potential case studies and clients. Audience How can a case study help move this prospect forward? Potential study topics and clients
DEVELOPMENT PROCESS When you decide to create a case study, make it as simple as possible for your client to provide approval. SUGGESTED STEP
DUE DATE
Talk to the sales rep who manages the client relationship. Make sure all is well, then gather as much detailed information for the case study as possible. The salesperson probably knows nearly everything that should go in the piece.
STATUS
Complete
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SUGGESTED STEP
DUE DATE
Talk to the main contact – let him/her know that you’d like to do a case study. You may need to get approval from their corporate communications department if it’s a large company. Do a quick phone interview to gather any outstanding facts and get a flavor for the client’s experience. Ask open-‐ended questions designed to get the basis of a good quote. Talk to your client (or communications department) to see whether they’re interested in using the case study to promote their company as well. You may decide to create slightly different versions for your company and for their company to use. Write and edit the copy until you are confident it is perfect. Don’t send unedited or incomplete copy to the client for approval. Gain approval from your client.
Complete
Complete
Complete
Complete
Complete
Complete the design and production. Provide copies to your client.
STATUS
Complete Complete
CONTENT TEMPLATE Headline: Use a headline that conveys the end result Subhead: Provide more detail to the headline Challenge: What was the challenge? What would have happened if the problem wasn’t effectively solved (i.e. what was at stake)?
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Solution: How did you help solve the problem? Result: How did the solution improve your client’s business? Quote: Include a great quote from your contact – it should focus on why they are pleased, the impact of your solution, or other facet of your performance that you want to highlight. ADDITIONAL CONTENT: Check other items to include: NOTES Quote from your company Photos of quoted parties Background info for the client. If you balance the content so that it positions both companies in a positive light, your client may also be able to use the case study in marketing its own services, increasing your reach Logos Graphics or diagrams to show a process, a timeline, etc. Photos of products or people in action Other When you’re finished writing, edit and review the material thoroughly. TIP STATUS Make the case study valuable by providing specific, detailed information Done Needs work Use strong headlines and subheadings to group similar information to make Done Needs work the document easy to navigate
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TIP Use short sentences and bullets so that readers can scan the information Always use short sentences and the active tense Use as few words as possible
STATUS
Done
Needs work
Done
Needs work
Done
Needs work
FORMAT
Case studies are often delivered digitally, but you may also use printed versions for your literature package, handouts at trade shows, or other sales activities. Here are some options: FORMAT OPTION Slick/data sheet format
Standard office document PDF
EXPLANATION Use the same layout as your product data sheet. If you’re using a shell, print your reference list on a blank one. Print on letterhead. Convert the document to a PDF that can be easily downloaded with graphics intact. There are free PDF conversion programs available online, or you can purchase software to do so.
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