How to Use Case Studies to Sell More And Better

Case Studies are vital to the sales process. They can be your best friend, or your worst enemy. 

Having no Case Studies raises an obvious red flag to buyers. Having a few solid Case Studies will make your website look credible, and at least make sure your sales reps have something to send when a Case Study is reflected. 

But for companies that have a ton of customer success, with the right approach, you can leverage Case Studies to drive more sales, and a better sales process. 

Below are some tips to putting your sales reps in position to win with Case Studies. 


Obviously, your Case Studies need to be quality for sales reps to rely on them. If you write your Case Studies yourself without input from the client, and/or focus on your product and talking points, your Case Studies won’t help. Good Case Studies tell an authentic story from the clients perspective (read more here). 


If you have a few Case Studies, you can show prospects success. However, to make this an advantage our clients are aiming to have 15-20 unique Case Studies. In addition to making the website look better, it allows sales reps to use specific targeted Case Studies in their sales process. 

Instead of sending everyone the Case Study about your best customer, your sales reps can share examples that are truly relevant to the situation. Good sales reps learn what their buyers really care about, and if you arm them properly they can share directly relevant examples to the buyer’s specific priorities and concerns. 

Availability and Organization

To achieve the above, it is not enough to have a lot of Case Studies. These Case Studies must be easily available to the sales team, and ideally organized based on attributes like company industry, product type, and problem solved for the client. 


Sales reps need to be trained to easily access their Case Studies, and best practices for using them. Case Studies should be built into your training strategy. What better way for a new rep to learn about your value than studying real results you have achieved for you clients? This will translate into the sales rep selling that value to new prospects. 

Julian Lumpkin

Julian has focused his career on B2B sales and sales management, specifically bringing new technologies to market. After years as an elite sales rep, he began leading teams, specifically focused on coaching sales reps on how to be direct, credible, and respected throughout the sales process. Julian conceived of and designed SuccessKit when running an 18 person sales-team at Axial, a b2b startup, as a way to help sales reps have better conversations by utilizing customer success examples and other content more effectively.

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