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On the subject of case studies

Brochures and other promotional materials have their place in the sales process, but to strengthen the relations that make the hearts and minds of prospects, try case studies – are much more effective because they provide the success stories, said measurable current views satisfied customers.

In a crowded, since the market too, "the perspectives of providers required to impose as a credible expert before taking them seriously – much less take their calls or return their e-mail applications. One of the best ways to demonstrate credibility through case studies developed in collaboration with existing customers. They become de facto reference letters and strong orientation.

Although leaves Sales are ideal to highlight certain services or products, case studies allow companies to tell a compelling story that resonates with prospects of promotion without too. The case studies also shift the emphasis from "It's all about me and my business," something that is more pedagogical in tone and content – and put highlight the prospects for specific situations can relate. This subtle approach is usually more efficient and leads to a deeper connection with potential customers that "ad-your-face and brochures.

Outlook today want documented proof that their company has brought success to businesses similar to yours. The create parallel case studies in the minds of your prospects between the needs of business and customers as you have used successfully. Here are some ways you can use case studies to get in the door with potential customers:

Fair industry specific experience

Make sure that customer success stories that are relevant profile for your pool current perspective. If you're targeting businesses in the banking sector and develop a case study with a client in this sector. The closest thing you can do all these stories, the more effective to convince potential customers that you are a solid business partner.

Whether or good company

Featuring known customers, which can improve the credibility of your business. Ideally, customers choose meaningful names and solid reputation, its business prospects may want to emulate. In relation to the name of your company and proven industry leaders, your company becomes a winner by association. If companies are still not recognizable among its customers, celebrate successes that demonstrate quantifiable value to your company and its forces.

Your use of the word perspective Language

The case studies are "been there, done that, got the results" Tales of exactly why your company is a good fit. They allow resonate with prospects, telling them in their language and point of view. For this reason, clients that you choose should be operated as close as possible to your potential customers.

The profile of the success of our existing customers that are an organization of similar size to that of your potential customers (O that is, small businesses, middle market or business) embrace the same objectives as your potential customers (ie, cost savings, revenue generation, efficiency); operating in the same or similar industries as your prospects, and face challenges similar to those of your potential customers.

Focusing on business goals of their potential customers

Before writing case studies, reflect on the needs of your potential customers and business objectives. This will allow you meet these challenges directly.

Case studies demonstrate your business experience in areas of specific services, specific industry meet standards (ie, HIPAA, Sarbanes-Oxley or Gramm-Leach-Bliley Act) and forge business partnerships that provide greater, more lasting benefit than traditional relationships with suppliers.

Quantification of success creating

Not enough to say that his company has helped the company more successful. Indeed studies of actual cases include quantifiable results and measurable parameters, such as generate new revenue, the amount of sales, faster time to market economies Indeed, the operating savings or efficiencies achieved, and entered new markets.

Extend the value of their case studies

To reach as many possible opportunities to expand the value and useful life case studies based on them in a multitude of formats. May be posted on the website of your company to put in highlight the successes of customers including appointments and measurable results in brochures, sales sheets and marketing, providing concrete examples of his work on the proposals, reference requests in response to a case study and contact information, prices used to increase the applications and submit them to newspapers and commercial magazines additional exposure.

Satisfied customers are your best bet to win new business. Use your company's past success to generate new leads. Before its sales to a potential customer calls, the position of your business to be considered the expert in your field. Give your potential customers real-world examples of how a partnership with your company is the fastest way to success provide a case study.

About the Author

Amy Zucker is the president of Synergy Marketing Group, Inc. She is a marketing and public relations veteran with nearly 15 years of expertise in brand development, trade, local and national media relations and interactive marketing. She founded Synergy Marketing Group in 2002 to serve manufacturing, technology, pharmaceutical, biotechnology, health care and financial services organizations. The firm obtained a Woman-owned Business Enterprise (WBE) certification to bring value to its clients and vendor partners who want to meet corporate supplier diversity program goals and qualify for new business opportunities in government and regulated industries. Amy can be reached at 317.205.9690 ext. 223 or amy@synergy-mg.com. To learn more about Synergy Marketing Group, please visit http://www.synergy-mg.com.

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