This is where case studies come in. Here’s what a case study can do for your prospects:
- A description of the customer’s pain points. This gives the prospect something to connect with. Likely, they are experiencing the same problems your other customers have. When a prospect can connect with one of your current customers, they start to imagine what you might be able to do for them.
- A description of the customer. This helps the prospect visualize who you’ve done work with. It makes the customer more real and tangible, making it more natural for them to make a connection, one of the most important factors in sales.
- The solution you provided. Show how your process rolls out and the value that provides for your clients. Make them understand each step you take and how each step helps them.
- Benefits of the solution. When creating your case studies, include how your solution solves the pain points of the customer. Help the prospects understand how you will overcome their challenges with your product or service.
- Your Results. Make sure to include your results with quantitative facts like ROI or growth. This provides solid proof of your solutions and how well they work.
When should you leverage a case study in your buyer’s journey? Realistically, it should come toward the bottom of the funnel in the decision stage. Your case study will come in handy when your prospect has done their research and is finalizing their choice.