Using case studies in the right way can boost your US development deal closing ratio. Case studies are a perfect and a valuable addition to your sales enablement library.
Although several tutorials exist on how to create case studies, there is not much guidance on how to use them in your sales process. Having several years of experience in selling in the US, we have compiled useful insights and practical tips on how you can industrialize your case studies to attract new prospects and convert existing customers in the US.
1. Classify your case studies based on vertical, buyer persona, value proposition
Industrialize your case studies. For that, first you need to define a general design for your case study. Follow the same design, and the same information you need to build your case study. Adapt the pictures and vocabulary based on the industry and buyer persona to show customers you understand them. Most importantly, make sure that your case study is data focused and has visually engaging elements such as graphs and charts
2. Organize sessions for your sales to share their stories
Use your sales meetings as an opportunity to share case studies and stories that sales representatives can use in their pitches. They can then be used to answer questions, illustrate use-cases, and prove to your audience that your product delivers what your value proposition states. For example, during a product demo can be used to demonstrate the product features in a more engaging way and show how your features solved that customer problem.
3. Make your case study library available for the sales team and for your potential customers (example: a case study page on your website.)
Sales case studies help support the decision-making process for customers. By featuring the successes of others, and condensing their stories into one event or trip, it breaks up the monotony and provides you with more enjoyment than just reading about it in a blog.
4. Case study ingredients
Here is an skeleton that you can to prepare your case studies
- Catchy title, focused on customer benefit
- Example: Good: How Company X Doubled Their Revenue in Y Weeks,
- vs Bad: How [Product Name] Helped Company X Overcome Y
- Relevant information about company: industry, size, department involved, …
- Problem: what they were using before, why they were frustrated, …
- Process: how long, how many people involved, …
- Results: The more data-focused, the better (ROI, graphs, charts).
- Quote of the happy customer 🙂
5. Format and audience
Once you have the content ready, understand how your target market consumes information. Do they like to read long articles, do they watch short videos, do they go to conferences and listen to presentations? Once you have the answer, you can then decide on which formats you are going to use to tell your compelling customer stories. And keep in mind that case studies can be used at several stages of your sales process. You just need to provide more details for your customer success team compared to your BDR team!
Now is your time to start working!