Trying to figure out how to find more customers and clients?
Client success stories and case studies are the best sales tools to attract more prospects and sell more.
Good Client Case Studies and Success Stories Win Hearts, Minds and Business
How do you respond when someone wants more information about your company? You may send a brochure, product sheet, or solution overview, but what a prospective client really wants to know is are you a trustworthy, knowledgeable, and proven provider of the products or services they seek. Features and benefits are important, but the number one question on their mind is: how have you helped others like me?
Success stories about your clients are the most effective and versatile marketing tools you can use. When done well, they educate and persuade like no other marketing piece. Due to a powerful combination of concreteness, credibility, and emotion, people are naturally drawn to companies that have good stories.
How Stories and Case Studies Work to Get More Clients
The proliferation of stories is undeniable in modern marketing. Companies small and large recognize that putting enthusiastic clients in the spotlight is the most effective way to build trust. Furthermore, the fundamentals of human behavior drive our decisions:
- We love to learn about others in similar situations
- We trust what others say much more than any ad or brochure
- We take cues from others on how we should act and decide
To further reinforce these points, studies and experience have shown that:
- “A person like me” has become the most credible source of information about a company, product, or service
- People buy from people – they need a human connection to internalize a solution and take action
- Success stories are a classic combination of the Anecdote (sequence of events) and the Moment of Reflection (what it all means and why we should care)
Get More Referrals, Choose Stories Wisely
Getting the right mix of stories is important. Selection criteria include:
Industry: What industries do you focus on and seek to attract?
Business Issues: What business issues are you tackling for your clients?
Company Size: What size and shape of company would you like to attract?
Geography: Are your local, regional and national clients represented?
Product Line: Does the scope of your products and services come out in your success story collection?
Putting some extra thinking into this up front will ensure you get the most from your success story program. We’ll walk you through the planning process step-by-step so you get the pieces you need to influence decisions, shorten sales cycles, and win more business.