Continental Who's Who

How Case Studies Affect Your “Cred”

It begins with an opening introduction or premise, a ‘lay of the land’ if you like. Then, a challenging situation arises or is uncovered. A solution is considered next that would resolve the situation. There are a few ‘bumps’ along the way, resulting in the solution being further refined and aligned to resolving the challenge (the suspense is up now and the reader leans in). Finally, after its successful implementation, a positive outcome is achieved.

It keeps us on the edge of our seats! Business Cases / White Papers / Case Studies should also follow along these lines. Whatever you call them they provide a story, a narrative, to prospective customers revealing how the problem(s) were successfully identified and resolved by the Vendor.

These insightful documents accomplish and add value to your New Business Development efforts in three main ways:

1.     By being able to fully explain the potential Client’s challenge, the Vendor demonstrates that they are skilled in Discoveries. There is a reason that Detective Columbo is the “Patron Saint of Sales People”. There is always 'just one more thing’. To fully understand the potential Client’s issue(s), no stone should be left unturned as the presenting challenge could just be the tip of the iceberg and signal systemic issues in other areas of their organization.

2.     Now that the stage has been set, the story of how their prospective Client’s challenges were resolved can commence. This is where the backdrop of the solution is detailed, the steps involved and, most importantly, the reasons behind ‘why’ a specific solution was recommended. Read on now to see how the solution was aligned and customized to the challenge, and how it was implemented.

3.     Finally, the outcome / results are detailed. What was achieved? More efficient internal communications?

An improved HR or Purchasing process? Reduced wait times in the Customer Service Queue? Was the proposed ROI achieved? If you think there is a ‘formula’ at work here, you are exactly right. In Sales we call it a “Methodology”, and the one showcased here is Consultative Sales. It consists of 6 steps:

1.     Pre-Call Research and Identification of Targets / Vertical Markets

2.     Development of Approach Messaging / Prospecting

3.     Discoveries (and more Discoveries) (and more Discoveries…)

4.     Initial Recommendation / Clarifying and Refining

5.     Agreement / Negotiation of Terms, etc.

6.     Project Planning / Implementation

If the Methodology is followed correctly, then it really does read like a ‘story’; a narrative about how a particular Client’s challenges were revealed, qualified, addressed and resolved. And it sets you apart by influencing the perception of your credibility right from the get-go, which is especially crucial in New Business Development. You demonstrate that you know how to professionally assist your Clients and resolve their business challenges/ goals to achieve a successful outcome.

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PulvermacherKennedy & Associates

Related Links:

pulvermacherkennedy.com/

www.linkedin.com/company/pulvermacherkennedy  

By Denise Barry

Proprietor / New Business Development / Owner Member, Continental Who’s Who