Category Archives: customers

Finding Customers: Come Out, Come Out Wherever You Are

The single most important ingredient of a successful customer case study is… a customer. Most large companies have entire teams devoted to building relationships with “reference customers,” but if it’s just you or one or two of your colleagues, you’ll have to be a bit smarter and more strategic in tracking down customers who are willing to help you. Continue reading

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Selling Your Customers on Case Studies

The whole point of a case study is to help you sell more of your stuff. You know it, I know it, and your customers know it. But, why should your customers care about helping you sell more stuff? They shouldn’t, and in fact, they probably don’t care. They have their own stuff to sell, and rather than waste valuable time talking to you, they’d prefer to focus on their own business. In other words, they have 99 problems, but your case study isn’t one. Continue reading

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What to Look for in a Case Study Customer

As wonderful as your customers are, not all of them will be right for a case study. Some might have lackluster stories to tell, or maybe they don’t know how to tell those stories in the first place. Enthusiasm can do a lot, but it often can’t make up for a lack of solid content.

It’s your job to separate the good customers from the not so good. Continue reading

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Dealing with Case Study Rejects

In my last post, I talked about the three questions you should ask potential case study customers. If a customer ends up being a bad fit for a case study, don’t tell him or her. In these cases, honesty is never the best policy. Continue reading

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Case Study Interviewing 101

After you’ve found and vetted a customer, you can’t just ring him or her up and ask a few random questions. Well, you can, but that wouldn’t produce a good case study. Like a good scout, you always need to be prepared. Here’s what you need to do. Continue reading

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Interviewing 101: Talk to a Real, Live Person

I’m not trying to insult anyone’s intelligence here, but a successful case study interview requires actually interviewing someone. I mention this because I’ve been asked to write case studies based on quotes taken from testimonial videos and anecdotal background details provided by the sales team. I’ve also heard people suggest assigning a sales team member to write a case study based on overall knowledge of a deal. Again, no, no, no, no, and no. Continue reading

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Interviewing 101: Conducting the Interview

Next up comes the moment of truth: the actual case study interview. If you’ve taken the time to prepare, it should go off more or less without a hitch. Continue reading

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