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. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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