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 Customer case studies win hearts, minds and business. Put them to work for your sales team.


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?

Case studies about your clients and customers are the most effective and versatile sales 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 feature their best customers and clients.

How Customer Case Studies Attract More Customers

The proliferation of stories is undeniable in modern sales and marketing. And for good reason, case studies are the #1 most-effective sales tool. 

Companies large and small recognize that putting enthusiastic clients and customers in the spotlight is the most effective way to build trust. Furthermore, the fundamentals of decision-making behavior drive our decisions:

  1. We love to learn about others in similar situations
  2. We trust what others say much more than any ad or brochure
  3. 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
  • Customer case studies 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 Better Prospects and Referrals, Choose Customer Case Studies Wisely

Make sure you have the right mix of case studies for the right selling situations.

Customer case study strategy should be your first consideration. Make sure you’ve got the right mix for your products, services, prospects and markets. When selecting customer case study candidates, remember to look at:

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 customer case studies. 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.