It seems obvious. Your customers are one of your company’s biggest assets. Everyone knows that. And, by the same logic your customer success stories should be your biggest sales and marketing asset. Yet, so many companies do not have case studies to support their sales and marketing efforts.
Customer case studies are one of the most versatile tools you can develop. They can be used in press releases, marketing material packets, and on your website-not to mention they add a great deal of credibility during the sales process. In fact, customer success stories are your best sales objection killer!
I recommend you create a customer case study for every market you target, every product/service you offer, and every common sales objection you face. Keep them to one page with a 2 paragraph version you can use in email and proposals. Each success story should include:
