Convincing your boss to invest in Case Studies is your goal, and rightfully so. After all, you instinctively know the enormous importance of Case Studies. According to the Content Marketing Institute, they produce results that consistently rank them as highly valued content among the most successful content marketers.
Other sales teams use Case Studies to educate prospects, support them throughout their buyer’s journey, and close deals. But you might lose out on sales opportunities because you don’t have any in your toolbox.
The problem might be that your boss has never thought to create Case Studies for your sales team. Or, your boss might not think they should be a part of your organization’s marketing mix.
Regardless of the reason for not having them, you want them—sooner than later. So let’s take a look at how to get them.
Know What You Want
Essentially, you’re preparing a pitch to convince your boss to get Case Studies. So, you must first understand what it is you are asking for.
You aren’t asking for just one Case Study. That would be a great start, but why stop there? Shoot for the best possible outcome.
You want a library of Case Studies demonstrating the depth and breadth of your company’s solutions. However, that’s just the surface request. What you’re actually asking for is for your boss to allocate a budget to create that library.
Now that you know exactly what you are asking for, it’s time to think about how to talk to your boss.
Prepare and Make the Ask
You must take the initiative and make the ask. However, be sure to prepare yourself to hear objections to your request.
Regardless of how well-planned your pitch may be, you can’t expect to hear a “yes, let’s do it” right out of the gate. You need to be ready to respond to the concerns of a less-than-enthusiastic audience and attempt to turn a likely “no” into a “yes.”
If you have a sense that your boss doesn’t know much about what Case Studies are, you can share this post with them. It basically says that businesses of all sizes use Case Studies as marketing assets and sales empowerment tools. They break down a specific problem your featured customer had and describe how your company’s offering solved that problem. By doing this, they lend your company an air of authority and give prospects a glimpse of past and ongoing client success.
Don’t worry if your boss replies, “Ah, we can just ask for customer testimonials for that.” You can use the information in this post to explain what a testimonial is. Then you can explain that testimonials are great to have, but Case Studies are much, much more powerful. That’s because they put your prospect in the shoes of your featured client and show how your offering solved a real business problem and delivered tangible results.
Now that you’ve given your boss a good introduction to what Case Studies are. Next, you might want to share with them your understanding of how to use them to make more sales. Remember, you are not asking your boss to spend money. You are recommending an investment that you expect will yield an impressive return.
Tell your boss what we presented in this post. There, we talk about how to use Case Studies at all five stages of the buyer’s journey. You’ll explain that Case Studies are perfect tools for demonstrating that you understand the challenge or problem a prospect is facing and that your solution will get them the results they crave. That message reverberates through the Awareness, Consideration, Purchase, Retention, and Loyalty stages.
The Cost and Resources Objection
By this point, your boss should at least be on board with your desire to possess a Case Study library. Still, you may get pushback because your boss thinks creating Case Studies might take too many resources or cost too much.
To the resources questions, simply respond that you’ve found SuccessKit, which offers a turnkey approach to creating Case Studies requiring minimal effort from your company or your featured customer.
To the cost question, you can remind your boss that the organization is investing. The cost is surprisingly affordable. And, the results are measurable.
Reap the Rewards
If you ultimately get a “yes,” congratulations! Get in touch with us, and we’ll get you started on building that dream Case Study library. After you’ve amassed your collection of Case Studies, put them to work and let the results speak for themselves.
