Salesgasm

Using Case Studies In Your Selling

Written on 12/05/2018
Sean Mc Pheat


Psst want to know a secret?

Your prospects don’t believe a word that you’re saying!

After all, you’re a sales person right?

I might jest and mock about this but you’re guilty until proven innocent in sales!

And it’s your job to build the trust with your prospects, to build the value of what you sell and to make it easy for them to buy but in a lot of cases because they have been “sold to” in the past or they might have been “promised the earth” by a sales person just like you and then let you down, they’ve had their fingers burned!

And they don’t want to make the same mistake twice.

That’s why some buyers put you through the ringer!

Now one way to build up this trust and to put their mind at ease is by supplying testimonials and case studies.

But 90% of the case studies and testimonials that I see are a complete waste of time.

You know what I mean, ones like this:

“I am so happy with my Super Mop that I would recommend it to everyone.  ABC company really looked after me and provided me with a fabulous level of service”

So what’s what wrong with that I hear you say?

We’ll, apart from beating on your chest your prospect is not going to connect with it.

Remember, they don’t believe you so hypey statements like that are only going to build up more distrust.

And don’t forget that you need to follow a sales process with your  prospects first and in short that is:

* UNEARTH PROBLEMS AND ISSUES
* PRESENT YOUR SOLUTIONS TO THOSE ISSUES
* BUILD UP THE VALUE
* REVEAL THE PRICE
* CLOSE

So how does that testimonial above help you with that?

In short it doesn’t.

Instead, your case studies and testimonials need to follow a similar structure so that the prospect can see the problems that someone was experiencing and then how your products and services and helped to solve them.

They need to connect with any case studies and testimonials that you show them.

So, our sales person asked the company to re-word the testimonial into the sales format above and look what they come out with:

“Having a large office meant that we went through cleaning products and especially mops at a rapid rate. We were getting through 34 mops a year due to the heavy industrial waste that they need to wipe through. We’ve tried all sorts of other solutions so when it came to trying the Super Mop I must admit I had the opinion of “Here we go again”.

We tried the Super Mop and have been doing so for a year now. Our savings have been in excess of £240 for the year.

We’ve used 2 Super Mops whereas we’d have used 34 of the standard mops on the marketplace. This really is a no brainer and if you want to save money on your industrial cleaning then I would look no further than ABC’s Super Mop”

Now, can you see the difference?

It included the problem:
“Having a large office meant that we went through cleaning
products and especially mops at a rapid rate. We were getting
through 34 mops a year due to the heavy industrial waste that
they need to wipe through. “We’ve tried all sorts of other
solutions so when it came to trying the Super Mop I must admit
I had the opinion of “Here we go again”.

Then the solution to the problem:
“We tried the Super Mop and have been doing so for a year now”

Then the pay off (value):
“Our savings have been in excess of £240 for the year.
We’ve used 2 Super Mops whereas we’d have used 34 of the standard
mops on the marketplace. This really is a no brainer and if you
want to save money on your industrial cleaning then I would look
no further than ABC’s Super Mop”

Now your industrial prospects can resonate with that and if they are in the same boat then BINGO!

So, when collecting case studies and testimonials please ask for:

What the problem/situation was?
What had they tried in the past?
How your product helped?
What the benefits were?

The benefits don’t always have to be in terms of money either.

They can be saved time, clarity, effort etc

I hope that helps you!

Before I sign off, here are some more tips on becoming a great sales person:

Original Source: https://www.mtdsalestraining.com/mtdblog/using-case-studies-in-your-selling.html