Why do case studies help buyers buy?
VERY
OFTEN, BUYERS want to believe what you tell them. The performance
improvements or the promise of an end to a particular problem are just
what they want. But even when they are ready to choose and buy, there
are always factors that can make them hesitate or hold back.
- A lifetime's experience tells them nothing's ever as good as they hoped it would be
- They may have encountered people in business who lie to get a one-off sale
- They
may actually believe their own problems are completely unique and
intractable -- that no-one can ever provide them with a solution
A
clear, credible case study helps demonstrate that they are not alone.
It shows the value of what you can offer. It reassures them that other
people who've faced similar problems have found you can come up with
the answers.
And
it also shows potential buyers that you have real-world customers who
are happy to be associated with you and your products or services.
Your case studies give you stories to tell
Even
if your potential customer is not in the same industry as the case
study example, a good case history invites the reader to see the
parallels and similarities between the two situations.
And,
lastly, it gives you a story. Human beings relate to stories in a way
that no earnest list of features and benefits can trigger. Stories get
remembered when brochures and even live demos have been forgotten.
Your
sales efforts will be more effective. Your website will work harder for
you. You'll have better material to email when you follow up an initial
sales call. Your sales teams will have a better balanced pack to leave
behind after meetings.
It
all adds up to better presentation, better explanation, and better
results. And you'll often find the closer association that comes with
featuring in your case study means your existing customer places more
and bigger orders, more than covering the cost of the case study.
Powerful. Affordable. Immediate.
Your customers have a story to tell -- and it's yours!
