Do these five things and your case studies will convert more leads.
1. Pick the right clients
Firstly, you need to pick the right clients. Not the ones that are “friendly” or likely to say yes. But the ones that fit your ideal audience, either in terms of their size, their sector, the results you’ve delivered, the problem you’ve solved or the products/service they use.
One of these need to be aligned with the clients you choose, ideally all of them. If that’s not possible from one client, get a mix of different clients.
Then, the next time Sales are speaking with a prospect that fits the above criteria, you’ll have the perfect sales tool to demonstrate why the should choose you.
2. Tangible results
Once you’ve selected the best clients, the focus is on getting the best content from them.
You want to focus on two things – tangible results & tackling any barriers to sale. If you can clearly demonstrate the tangible results you’ve delivered, they must feature in the video.
Have you saved them money? If so, how much? Have you increased productivity? If so, what does that extra time now enable them to do?
Demonstrating results converts more leads.
3. Barriers to sale
Now, onto tackling any barriers to sale.
What are the typical objections your sales team are hearing? Write them down.
It’s likely your prospects are having similar thoughts, so use that to your advantage.
How did you alleviate those initial fears for them & what results did you deliver? Once you have that info, the case study should start with the strongest opening statement.
Ideally it needs to include all of the above in one succinct answer, it needs to grab your audiences attention immediately.
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4. Start strong
A regular sales objection that we come up against at Seven is budget – a pretty common one for most people I imagine.
So a powerful way for us to start a case study would be:
“I was apprehensive to work with Seven intially, as they weren’t the cheapest option out there. However, as result of the case studies they produced for us, our sales team were able to generate an extra £50k of new business”
It tackles the initial barrier to sale, then demonstrates the tangible results we provided.
5. Be authentic
Finally, is authenticity.
The audience needs to know that the video is real, that it’s genuine. Get their personality across, they need to be trustworthy, so the viewer has faith in what they are saying. Their delivery is crucial to the video.
Another cool way to get across authenticity is to end the video with a couple of outtakes – show that it was real & not too polished. Film them in a comfortable setting, build rapport with them during the interview & take your time.
Do those 5 things & your case studies will go from friendly clients saying nice things, to a powerful sales asset that delivers results.
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