Let’s face it. Change is difficult. Even good change can cause intelligent people to put up resistance and continue with the status quo. Even a bad status quo.
Although technology companies, used to a constant stream of innovation, revision, and cutting-edge novelty, may be quick to act in order to stay in the game, many industries don’t operate at that warp speed. They simply don’t need to.
So then, how do you, as a producer of the newest and best system, convince clients that they need your system sooner, rather than later?
There are many right answers but consider what may be one of the best answers: case studies.
Case Studies are Tailored to a Specific Audience
Case studies are effectively word-of-mouth proof that you can deliver what you promise. What makes case studies so effective for technology companies is that they can be written to a number of difference audiences.
For example, a case study written to convince a non-technical CEO that his company needs to use your new software will be written with his expertise in mind. The technical details may not be as important to him as the bottom line, the cost of the software and how much it will save the company overall.
A case study written for a senior technology manager will probably look very different. He may be hesitant about how the software operates with existing programs, with the technical specifics that can make or break the success of his department.
Case Studies Meet Clients at the Place of Their Hesitation
Not only can a case study be written to different audiences but it can also be targeted to a specific stuck point in the sales cycle. Your sales force may report that clients are eager to do business, until you discuss the implementation process. That’s when they start to back off a little, unsure about what this will look like for their company.
According to research on consumer doubt, it is essential that companies focus on doubt and problems clients face when attempting to implement a new product or service. Don’t ignore the doubt that a client may have hoping that great positives will be enough to gain their business.
Instead, be proactive and tackle their unease and indecision with confidence. You know what areas bring up the most resistance with potential customers–price, implementation, compatibility. Address these issues in a case study so that your potential clients can calm their doubts and share this evidence of success with other decision makers.
For example, a case study focused on the ease and speed of implementation from a satisfied customer may be what the buyer needs to go forward and recommend your service. After all, you can talk on and on about how great your service is but when you provide information on the very issue that is stopping someone from saying YES, you are one step closer to making the sale.
Many of the most successful companies use case studies on a regular basis (bazzarvoice, Deloitte, IBM) to deepen and strengthen their sales campaign. The more case studies they have on hand means that there’s a better chance that they have a success story that will be spot on for the client they want to convince right now. A library of case studies equips your sales force with just the right proof that can tip the odds in your company’s favor.