When prospecting new clients, business development teams often provide the all too predictive sales brochure, a generic PowerPoint presentation, or a brief sales proposal. What do these three materials have in common? They are all generic pieces of information about your organization. Truthfully, there’s nothing special about these methods, and certainly don’t usually differentiate you from your competition.
One key area where sales has a strong opportunity to make a true difference within their sales cycle, and the potential to convert a prospect into a client is with case studies.
Case studies, you say? Well, what are they?
They are written accounts of a successful business relationship with a provider. A well-structured case study is essentially a story, something we all love, and focuses on three key areas – a problem, a solution, and results/impact.
When written effectively, a powerful case study demonstrates the provider’s approach to enhancing the client’s service or product, or perhaps illustrates cost savings year after year.
Unlike the aforementioned methods, a case study is always customized, and the opportunity for your prospect to visualize a relationship with your organization is presented. Case studies are like the next level of client testimonials – they provide factual information demonstrating your organization can bring success to its clients.
Whether published on your website, or within an RFP response, there is always opportunity to showcase your organization’s accomplishments with clients. So next time you want to have some edge over your competition, consider the value a case study could bring to your sales strategy.
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