Case Studies Help You Sell More

Last week, Fire Enterprises(FEI) marketing maven Marka told savvy salesperson Zoot how including low-cost marketing pieces in invoices can lead to more business from existing customers. This week, Marka shows Zoot how to create client case studies and wield them as sales tools. Remember, fire = print.

Zoot bounded into Marka’s office one morning. “Boy, I just had a great chat with Dione from Dione’s Donuts!”

“Oh yeah?” Marka asked. “What did you guys talk about?”

“Apparently our FireExcel Kiln has helped his business reduce cooking costs by 20 percent since they installed it last year!”

“Fantastic!” Marka said, leaping up from her desk as she often did when excited. “Zoot, this is a golden opportunity for us. We talk all the time—on sales calls, in our marketing communications—about how FEI can save businesses money. But talk is cheap. People want to read about real-world results. They want to see what we’ve done and how we do it. Case studies are proof points that help us demonstrate how we’ve delivered on our marketplace promise. Let’s ask Dione if we can spotlight his business in a case study.”

“I’m sure he’ll agree to that,” Zoot said. “How do we get started?”

“It’s a snap,” Marka said, snapping her fingers for emphasis. “I’ll go down to Dione’s tomorrow and record Dione and me talking for a few minutes about exactly how FEI has helped his donut business reduce cooking costs. I’ll take video and photos of the kiln running, the fresh donuts, and the happy customers. Then, we’ll come back and create a compelling case study, complete with photos, graphics, and video content!”

Two weeks later, Marka had finished a wonderful case study on Dione’s Donuts. Everyone at FEI – not to mention Dione himself – loved it.

“Now we’ve got our compelling proof point,” Zoot said one morning in Marka’s office. “How do we tell the world?”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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