As a business owner or marketing manager, you understand the importance of demonstrating your company’s successes and capabilities to potential clients. One of the most effective ways to do this is through case studies. Case studies offer editorial opportunities for media, valuable digital content, compelling copy for sales literature, and help increase credibility and trustworthiness.
But how do you convince your clients or customers to participate in a case study? Here are five rules for landing a case study participant.
Don’t be afraid to ask.
Many businesses miss out on the opportunity to create a case study because they are afraid to ask their customers or clients. However, if approached in the right way, there is no reason why a customer should be upset by being asked to participate. Keep in mind that the case study will also serve to promote their business as well.
Find the right contact
Not everyone in a company is in a position to make a decision about participating in a case study. Ask to speak with someone in the marketing, communications, or public relations department who will be able to see the value of participating.
No trade secrets.
Communicate that no proprietary information will be revealed in the case study, and that the customer will have final approval of all materials prior to release. This should alleviate any fears the customer may have about losing their competitive edge.
Seek out and handle objections.
If a potential participant is hesitant, ask for specific objections and work to creatively find solutions. Keep politely asking questions until you find the root cause of their reluctance.
Make the customer/client the hero.
The purpose of the case study is to make the customer’s company look great. Showcase how innovative and forward-thinking they are, and how they were able to improve their sales, production, or daily operations. By highlighting the success of the customer/client, you are also demonstrating your own expertise and capabilities.
Case studies are an invaluable tool for demonstrating the success and capabilities of your business. By following these five rules, you will be able to land a case study participant and create a compelling story that will help increase your credibility and trustworthiness with potential clients.