The Case for Case Studies

Case Studies have always been a core part of any sales enablement toolkit. In essence, they are a testimonial or a reference from a previous client assuring any potential client that the service you are selling is effective. Developed and used correctly, they can be an incredibly powerful business tool. Developed and used incorrectly, they can represent a missed opportunity to snag a new client. But, what is a case study and what makes them so effective for use by technology companies?

A case study is an example of how your service positively changed a client’s work life. It details how the client coped before your service, why it made the initial purchase decision and how their business processes were made easier after it. Obviously lingering on the highlights and the benefits to the client of the service, a case study allows a technology company to showcase their service working practically in a real life example.

In these uncertain economic times, making any purchase decision is taking a risk. A case study offers the opportunity to mitigate that risk for the buyer by showing them other companies for whom your service worked effectively. In small sectors such as those technology companies operate, case studies can often feature well known companies within the industry. Seeing that a well known company, or indeed a competitor, has taken a risk on the product demonstrates to the client considering a purchase that there is less danger in a “yes” than originally thought.

Another reason as to why case studies work is that they demonstrate the practical usage of a service. Leading edge technology services and products are often considered fairly abstract. As technology develops at an ever faster pace, those who are making purchase decisions may not immediately understand why this service would benefit them. As a case study shows a practical example of how a service has been used effectively by another company, it allows the buyer to draw parallels with similar challenges they are having thus seeing a practical application for the service.

Developing a case study allows you to keep in touch with your satisfied clients. Most clients, if originally satisfied with the service, are happy to give a quote for and approve the use of a case study featuring them and their business. It is after all a free bit of publicity for them. Interestingly, through this approval process your current client will be reminded of why they bought the service from you in the first place. As well as having the effect of persuading potential new clients about how good the service is, case studies can re-convince older clients their buying decision was correct. Buyers, be they a sole trader or a multi-national, want to know they are right. Case Studies are an essential short hand for this.

For technology companies, developing and using case studies effectively should be seen as an essential part of the business development and sales enablement process. With an increasingly competitive field, any recommendation and example of practical usage of your service or product works well to persuade clients of your effectiveness.