Using Case Studies in Your Sales Process? Here’s Where You’re Missing the Mark

fix itAlright, we’re going to jump right in and I’m going to lay some logic on you. 8 out of 10 people say that reviews, recommendations and case studies influence their buying behavior. This means 80 percent of your target  market is HIGHLY influenced by what others are saying about your business. Since we know this, it’s only logical to utilize those outlets to benefit your sales process. There may even be a chance that you already are, but the reality is that many of the companies out there are doing it wrong.

One of the most common mistakes businesses make is to not quote the customer. We say it in our office on a nearly daily basis, it’s all about the voice of the customer. No one is interested in reading a case study written from merely your perspective. Key areas that every case study should include are:  the challenge or pain the customer faced, information highlighting your product or service as the customers chosen solution to their problem and a list of benefits that accompanied that decision.

Another major issue that often accompanies B2B case studies is visual appeal. If the document isn’t user friendly, it’s not going to get much use. Case studies should be written in a way that is easy to follow and highlight key information that can be pulled from the document by merely skimming it. Not everyone who looks at your case study will set time aside to read it in its entirety. Highlighting quotes, statistics and other key points makes the document a more vital sales asset.

Your customer’s voice is the one that will help you more than anything to grow your business, so it’s time to capitalize on that resource. For help building out your marketing assets reach out to our team today.