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How to Use Sales Case Studies Effectively (With Examples and Mistakes to Avoid)

• February 10, 2021

Used right, sales case studies can boost your deal closing ratio, making them a valuable addition to your sales enablement library.

But here’s the thing…

There are hundreds of tutorials on how to create them. Not so much on how to use them in your sales process.

So that’s what we’re going to cover here. Keep reading for practical tips on how you can use your case studies to attract new prospects and convert existing prospects into paying customers.

• The value of a case study
• How to use case studies in the sales process
• Types and examples of sales case studies
• Making case studies easy to use
• What not to do

What Is a Case Study?

Let’s make sure we’re all on the same page here.

A case study in sales is any story, data, or evidence of your product or service benefitting a customer.

Case studies aren’t really about your company though. This is an easy mistake to make. The focus should always be on the benefits your customers and clients experience because of your company.

They should be data-focused, and should include the problem the customer went through and how your product helped the customer overcome it.

Case studies give you the ability to frame your product in the way you want.

They allow you to build one of the most valuable and hard-to-find things in sales — trust .

This makes the case study one of your most powerful sales tools.

The Value of a Case Study

A tool is only as good as its craftsman, and it’s the same with case studies. They aren’t the smoking gun that will immediately close the deal, but in the hands of a skilled SDR or AE, they can help you control the narrative and bat away objections .

Richard Harris of Harris Consulting had this to say,

“Case studies don’t actually make the sale. What they do is provide real-world validation.

The real value of a case study only applies once a conversation around the prospect use case has occurred. In most cases, the case study just verifies your legitimacy and allows the prospect to ‘check the box.’

You must have case studies, though. That’s for sure.”

That real-world validation is key. Hearing a convincing pitch is one thing, but seeing how a product or service works in the real world goes a long way to stripping objections and building trust in your brand.

A case study may not make someone buy, but not having a case study will almost certainly make it harder to close the deal.

How to Use Case Studies in the Sales Process

That’s all well and good, but how do you actually use a case study in your sales process?

Sales expert and VP of Sales at Vector Solutions, Phil Gerbyshak , shared with us the different ways his team utilizes case studies.

“My sales team uses case studies extensively for social proof.

We use them in first contact with customers as an opening attention grabber, to overcome an objection, and lastly, to ask for references.”

The concept of social proof is important. It builds trust in your brand’s ability to follow through with your promises and to solve your customer’s problems.

Here are some practical tips for using case studies to do that at every stage of the buyer’s journey.

Attracting and engaging new leads

As an online lead generation tool , case studies make an attractive offer. They have the added bonus of attracting your ideal customer at the precise moment they’re actively looking for solutions.

For this, rather than a one-page write-up, think in terms of a free guide detailing the challenges company X was facing, how their problem was solved, and what their experience has been with your product.

But free downloads aren’t the only way to use case studies to generate leads. They’re also a great format for webinars .

Of course, the key is to get the topic right. You want to focus on your customer and the success they’ve enjoyed, not on your company and product.

Good: How Company X Doubled Their Revenue in Y Weeks

Bad: How [Product Name] Helped Company X Overcome Y

RELATED: The Power of Social Selling (+ 7 Rules for Storytelling in Sales)

Don’t forget cold outreach . Case studies are the perfect excuse to reach out to a new lead. They ensure your first touch is value-add and selfless.

Building confidence during discovery and demos

Case studies can be used to answer questions, show use-cases, and prove that your product does what you say it does.

During any call , you can use them to keep things from stalling out or taking a negative turn.

And it’s easy to make the offer a natural part of your conversation. Phil told us that his team broaches the subject directly. They’ll ask something like,

“Here are some relevant results a company like yours got with us. Is this of interest to you?”

During a demo , case studies can turn a boring features-review into an engaging presentation.

And it’s as simple as telling stories about previous customers who struggled with specific problems, then showing how one of your features solves that problem.

You don’t need to trick the prospect into seeing a case study. This is information they likely want to see so they can make an informed purchase.

Often the best way to bring up a case study with a prospect is to simply ask if they want to see it.

Overcoming objections

One of the most valuable (and most obvious) benefits of a case study is using it to overcome objections .

Alex Greer , Founder & CEO, SIGNAL HQ, says,

“They are a great way to alleviate fear that an investment in a new solution may not work, or generate enthusiasm about the new capabilities a solution unlocks for an organization. Ultimately, they demonstrate your business has experience working with similar customers, and that your solution drives results.”

Fear is the enemy of every sale.

Your customers have to make a very important decision. They have to decide to invest a large amount of money and time into trying your solution to their problem. There will always be fear initially that your solution will be a poor investment.

Case studies allow you to address your customers’ pain points directly, with real-world data .

Phil again shared with us how his company brings this up to the customer. Once they find their customers’ main concern they’ll say something like,

“A client in a similar situation to you had that concern, and here’s what they did…”

Similar is the key here.

Your case study needs to be as similar to your current customer as possible. Richard Harris says that your,

“Potential customers want to know the case study, but they’ll rarely believe the case study will be equal to them.”

Many prospects think that their company and its problems are so unique that no case study will truly capture the depth of their problem. Sometimes this is true, sometimes not. That’s not important.

What is important is that you realize you’ll always be fighting an uphill battle to prove your case study applies to your prospect.

The less similar the case, the harder that fight will be. Which is why choosing a case study that’s too dissimilar can end up creating more objections instead of removing them.

So make life easier for yourself. Take the time to pick as similar a case study as you can.

What Are the Three Types of Case Studies?

There are a few types of sales case studies:

• Explanatory
• Instrumental
• Implementation

We’ll cover these types in more detail below, along with case study examples for each.

1. Explanatory Case Study

It is essential to remember that a case study incorporates an oral discussion of your findings with the potential client before they commit to anything, as it can make or break a sale.

Explanatory case studies are primarily descriptive studies that do well with complex solutions common in  enterprise technology   and healthcare. They typically use a few instances of a phenomenon to show how the existing solution works. Explanatory case studies only use one or two occurrences to familiarize prospects with how to solve an unfamiliar problem.

Sales Case Study Example: Chargebee

Chargebee  has a great  explanatory case study  of how their customer, Freshdesk, was able to scale their helpdesk services from 500 to 8,000 customers by introducing a single source of truth onto a single dashboard.

2. Instrumental Case Study

One way to help your prospects gain insight into the solution you are selling is through an instrumental case study.

This type of case study does not focus on the results, but instead on understanding the relationship between the problem and its solution. This works best for technical products or software programs. When things get technical, however, it can be hard to know when to use technical terms or plain language.

Sales Case Study Example: Aspire Systems

Aspire Systems  created an  instrumental case study  where they developed a data integration platform for a leading vendor of data integration solutions. With this case study, they did a fantastic job of creating summary sections using layperson terms while using images of their system architecture that clearly shows their processes even when using technical language.

3. Implementation Case Study

The implementation case study is a quick way to showcase your previous customer’s success stories. This type of case study shows what problem needed to be solved, what solution was used, and how it was implemented.

It’s important for sales reps to quickly showcase the problem-solution-result, and a great way to do so is through a brief case study that focuses on the implementation part. Implementation case studies can be just one page or several, but it should always include the problem being solved, how the solution was executed, and why this particular solution stands out as an example for other companies in similar industries.

Sales Case Study Example: Mitsubishi Electric

Mitsubishi Electric  created a  one-pager  case study for sales teams about how their solution helped Twilight Cruises address passenger complaints about comfort. This implementation case study stands out because Mitsubishi ensured that Twilight furnished a well-crafted testimonial about the new air conditioning units in a way that it builds faith and trust among readers.

Making Case Studies Easy to Use

For your case studies to be relevant, you need to be able to choose the perfect case study for the perfect moment.

You likely have been given a large pile of resources to help you sell — from random specs and data to full-on case studies.

It can often be overwhelming, and finding the gold in that pile can often be difficult.

Alex Greer had some more tips for us here,

“It’s important for everyone in your sales organization to know exactly where to access an index or database of all your referenceable customers and collateral. You can organize this with something as simple as an Excel or Google Sheet, or a more robust asset management system in Salesforce, Highspot, Showpad, or similar.

This customer reference index should have (at least) the following types of tags, since each customer will give their own set of permissions:

– Publicly Referencable by Name? (Yes/No)

– Publicly Referencable in Written Communication? (Yes/No)

– Permission to display logo? (Yes/No)

– Links to Testimonial Webpages

– Links to Testimonial Videos

– Links to Written Case Studies

– Links to Webinars

– Links to Slides”

Having an index like this is perfect for keeping track of your case studies, so you’re not jumping from email to email, or wasting time searching through your hard drive to find the one case study that’s a perfect fit.

RELATED: The Complete Guide To Auditing Your Sales Content Library

Even with an index like this, though, it’s important to know your case studies well. You need to know what to look for when you start dealing with a client.

Another excellent way to utilize an index like this is to put it on your website and let it do much of your work for you.

Create a case studies page

One of the most valuable resources you can provide on your website is an easy-to-find page on your website filled with all of your best case studies. Your sales teams can even use them to nudge prospects closer to their buying decision!

This does two things for you.

• It works passively to attract new customers who are impressed with what you’ve done for other companies.
• It works as a valuable resource when you’re selling.

When you’re talking to a prospect, it acts as a database, where you can easily search the exact study you need. It also allows you to direct customers to it, or show them directly if you’re talking to them in-person.

Outreach does a great job with this. They have a Customer Stories page that’s easy to find and chock full of great case studies.

Today’s buyers are used to having a huge amount of data available to them. When buying anything, their first instinct is to look at user reviews.

Deloitte’s consumer review says that “customers are very used to having a huge amount of data available to them.” What’s more, ”81% of customers read reviews and check ratings.”

So make the data available.

Give your customers the tools to sell themselves on you.

If you don’t have a page like this, then you need one. Your website is free real estate to show people how great your company and product is. Use it.

Use case studies to get case studies

All of these benefits require that you have applicable case studies to use. So an important way to utilize your case studies is to use them to actually to get more case studies and reviews.

Phil Gerbyshak says that his team does this by, again, being very straightforward and simply saying,

“We have a review/case study from a client like you, would you be open to sharing one as well?”

This will help keep your case studies page and index full and make sure you and your sales team have the ammunition to keep every deal moving forward.

What NOT to Do

There are a few pitfalls to avoid when using case studies.

Don’t lie or stretch the truth.

This should be pretty obvious. These days it is easier than ever to fact check. If you’re caught in a lie, any trust you’ve built up — and likely the sale itself — is gone.

Don’t forget who you’re talking to.

Like I mentioned before, the case study should be a similar case to the customer you’re speaking to. They shouldn’t need to stretch their imagination to see how this applies to them.

Don’t focus on how great your company is.

The case study’s focus should be on the customer’s benefit .

If it sounds too much like propaganda or a promo, you’ll lose your customer focus.

Once people think they’re being sold to, they’ll often either stop listening or stop trusting you. They’ll start looking much more critically at everything you’re saying, wondering if you’re telling them the truth or not.

If you do a case study right, they’ll still walk away thinking your company is great, even though you never told them that directly.

Don’t forget about the data.

The more data-focused, the better. A good case study should be backed by facts, even if you’re telling it in story form. This has the added bonus of lending itself to visually engaging elements such as graphs and charts.

Final Words

Case studies can be a very powerful tool to have in your sales toolbelt. So, equip yourself.

Gather your case studies, and use them to convert potential sales into very real revenue.

Scott Barker

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Sales Case Study: How to Make a Sale in 7 Steps

Sales case studies are a great way to learn how to make a sale. I remember when I was first starting in sales, I would read as many sales case studies as I could get my hands on. They were a huge help in learning the ropes and understanding the different steps involved in making a sale. This sales case study will show you how to make a sale in 7 steps. By following these simple steps, you’ll be well on your way to becoming a top-performing sales rep!

Sales Case Study: Successful Sales Techniques

A sales case study is an important tool for sales teams. It can provide insight into how other companies have been able to successfully sell products and services and can help sales teams learn new strategies and techniques.

Additionally, sales case studies can help to identify potential customers and target markets.

What are Sales Case Studies and How Do They Help You?

A case study analyzes a specific instance –– or case if you will –– that shows how your product has been effective in solving a problem.

When you market with customer success stories, you allow your prospective customers to get to know your existing customers on a more personal level. This can help them see how your product has benefited other people, which can in turn make it easier for them to purchase.

Would you hire a company to produce video content for you if they just said, “We produce high quality, high return-on-investment (ROI) generating videos”?

Wouldn’t it be more beneficial for you to see the quality of their work first and read a personal recommendation from someone who has worked with them before through case studies? This way, you can make a more informed decision about whether or not this is the right company for your needs.

Most customers read reviews before making a purchase. This is because 81% of people do their research before buying anything.

B2B sales are just like any other kind of sale – the prospect does their research before committing to a purchase. To get an idea of what a company is like, it can be helpful to read reviews from past customers. This way, you can learn about a company’s reputation before making a decision.

Case studies are an excellent way to show your potential customers the benefits of your product or service. By reading about how other companies have benefited from using your product, they can see the logic behind your claims and also get a sense of what a satisfied customer looks like. This can help to remove any objections they may have about purchasing from you.

How to Write a Sales Case Study

The customer is a small business owner who needs help with bookkeeping and accounting. They have a goal of being able to track their finances and make better decisions for their business. We helped them by providing bookkeeping and accounting services. The result was that they were able to track their finances and make better decisions for their business.

B2B Case Study

88% of customers trust online reviews, so having testimonials and reviews on your site is a great way to establish credibility.

When you’re marketing to other businesses, case studies can be extremely impactful. Why? Because when your target audience reads about success stories within their industry, they’ll assume that the same approach will work for them.

Marketing Case Study

Case studies are an excellent way to show that you are comfortable in a specific field and familiar with industry-specific needs. By using case studies, you can demonstrate that you have the expertise to provide targeted results to that industry.

Sales Case Study Examples

Customer case studies are a particularly effective way of selling.

A sales case study is an in-depth look at how your service or product helped a client. It not only shows their opinion of your brand but highlights the results they achieved with you.

Make Impactful Statistics Pop in Your Sales Case Study

Case studies don’t have to be limited to just written words. You can include images, videos, and more.

To make your statistics pop in your sales case study, use icons to highlight areas that are particularly interesting or relevant. This will help your readers quickly identify the most important information in your study.

Icons are visual images that help to summarize important information quickly.

The use of icons in the business case study examples above helps to quickly represent areas of impressive growth and act as visual cues to help draw the reader’s attention to certain parts of the page.

Use High Contrast Shapes and Colors in Your Sales Case Study

Use contrasting colors and shapes to help your key info pop.

Use a different or complementary color scheme, or add a graphic such as a square or a circle.

This visual design uses blue boxes to separate the information to make it more readable.

This information is easily digestible and retainable for a potential customer, thanks to the use of icons and strong statistics.

8. Tips For Creating a More Effective Sales Case Study

Case studies are a powerful way to increase conversions and revenue.

They show how your product/service helps customers achieve their own goals.

An extensive, detailed, and specific case study that outlines your achievements and shows potential customers how you helped them achieve their goals.

Writing a compelling and action-oriented case study can be a real challenge. Most out there are boring, uninspiring, and fail to deliver all the information they should.

It’s time to change that. Here are 8 tips to help you create a more effective case study.

1. Write About Someone Your Customer Can Relate

If your target audience is in the education industry, then make a case study about one of your university clients.

If it’s related to the automotive industry, then make a case study about car parts and car accessories.

The purpose of your case study is to show that you are comfortable in their industry, you understand their specific needs, and you know how to deliver results.

Think about writing a how-to post for a blog. The content is geared toward average readers. But when you read a case study that deals with your industry and needs, you are much more likely to understand and apply the information presented.

The same can be said for case studies – people reading them will think that the same methods worked for the company.

This means you’ll need to write multiple case studies, each tailored to a different customer type.

2. Narrate a Story From Start to Finish

Storytelling is a powerful marketing tool. They allow readers to get to know your customers on a deeper level.

Who is the customer? What do they do? What are their needs and goals? How do you satisfy those needs so they can meet those goals?

Continue following up with your customer in your case studies and show how your solutions provide ongoing value.

In your case studies, be sure to include both the emotional benefits of your solutions as well as more concrete, measurable results.

Did your software help boost productivity, reduce turnover, or free up employees’ time? By including these metrics, you’ll provide your readers with a complete picture of how your services have helped your customers.

3. Make Your Case Study Easier to Read

No one likes reading large blocks of texts, regardless of how informative or entertaining they might be. Like a blog post, a case study should be easily scanned and readable.

Use the same elements of content and writing that you would for an article, blog post, or website copy.

When you’re writing a case study, use effective design elements like bold or italic fonts, bullet points, and header tags to help readers easily digest the information.

By including these simple, yet effective, techniques in your case studies, you’ll help readers find the information they’re looking for and better understand your value proposition.

In addition to writing blog posts, consider including videos and other types of media to spice things up.

Including images of your actual customers, screenshots of your results, or even videos of you explaining your process will help make your case studies more engaging.

4. Highlight Real Numbers

Have you ever wondered if doubled traffic in a case study meant going from 100 to 200 visitors or 10,000 to 20,000?

To strengthen your case studies, share exact figures. Show how much your increase in website traffic, sales, or whatever else matters to your clients.

This adds credibility to your case studies and builds trust with your audience.

Your case studies should be as detailed and as factual as humanly possible. Don’t just say you increased their website traffic by 50%, say you boosted their web traffic by 50%, and back it up with hard numbers.

It’s important to provide context when sharing these statistics. Explain why they’re important to you and your company.

By showing your customers’ journeys, you can show readers how you’ve helped customers get to where they are now.

Including before and after photos in your case studies helps your readers visualize the results you achieved for your clients. Seeing these before and after shots lets your prospects know that you are capable of achieving similar results for them.

5. Talk About Specific Strategies

So, you managed to improve your client’s web traffic? How did you do it?

This is where you tell the prospect which products or services you used to achieve your goal.

“Thanks to our digital marketing strategies, we increased website traffic from 2,000 to 15,000 visitors a month in just three months. Our social media marketing campaigns on Facebook and Youtube helped increase our brand awareness, and our link-building campaigns helped us rank higher on search engines.”

Don’t worry about giving away your secrets — your goal here is to establish yourself as a thought leader and showing that you know your stuff is key to that.

6. Test Different Content Formats

You don’t have to always write case studies in story format.

Try interviewing your clients and asking them the same questions, such as how they started their business, what their goals are, and what you did to help them.

Be sure to include quotes from your customers in your case studies. This will make your stories more believable and relevant to your prospects than if you were to tell your story yourself.

If you’re looking for ways to make your case studies more engaging, consider using infographics, webinars, or podcasts. These formats can help you capture your audience’s attention and communicate your key points more effectively. Experiment with different content types to see what works best for your business and your customers.

When Vortex switched to a brochure style, they noticed a significant boost in conversion rates. Their case studies highlight exactly how they achieved those results and can help convince customers that the same techniques will work for them.

7. Repurpose Your Case Study for Different Audiences

While some people are happy reading your text-based case studies, other people may like to listen to them, watch them, or see them in a visual format. So, take your written content and repurpose it as a podcast, a YouTube video, or an engaging infographic.

The main benefit of video marketing is that videos are easily sharable. This means that your case study could reach more potential customers.

You can embed case studies in ebooks, blog posts, and resource guides. You can also link your case study to posts that prove your value and mention them in webinars.

8. Make Your Case Study Easily Accessible

What’s the point of creating a great case study if no one ever reads them? Be sure to organize your case studies in a way that makes them easy to locate.

List them on your website, optimize them for search engines, and promote them on your social media accounts.

Here are a few examples of easy-to-find case studies.

Amazon Web Services

If you’re in an industry like manufacturing, finance, or fitness and are looking for a case study, check out what Amazon Web Services has to offer. With AWS Digital Asset Management , industries like manufacturing, finance, or fitness can leverage a centralized, secure, and easily accessible platform to manage their extensive digital assets, simplifying the workflow while ensuring data integrity and accessibility.

The case study section on the landing page for drupal.org features several success stories from major brands, making it simple to see how Drupal can help your business.

How to Use Case Studies in Marketing

Follow up your case studies with blog posts that highlight a challenge or obstacle that your customer or company faced. Then, show the steps you took to overcome that issue.

In your post, show the steps you took to solve these issues.

Let’s say we had a client case study that detailed how a company used videos to build their trust. We might write a blog post that was called “Using Videos To Build Your Brand’s Credibility”.

A customer success blog post should focus on how your customers overcame their challenges and used your product or service to do so.

Most customers don’t want to spend a long time reading through a long explanation when they’re buying something. It’s much easier for them to watch the video that explains the service or product quickly. Our research shows that 96% of buyers would prefer watching a short video over having to read long explanations.

It’s easier for them and saves time if they view a video that gives them all the information they’re looking for.

Including statistics, and data, and ending with a call to action, video case studies are a great way to show your prospect how your product/service has benefited someone else.

If you can demonstrate to your prospects how your product or service is helping them solve their problem, you will be in an excellent spot.

Through videos, you can establish an emotional connection between your brand, product, and customers. Having satisfied customers explain the benefits of your product will help build a stronger relationship with your prospects.

This leads to more sales and more loyal clients.

You can display your testimonials or customer success stories directly on your home page. This will show web visitors that other people have had success with your product or service.

How to Present Your Case Studies

Here are a few suggestions for how to display your success stories:

• Feature a quote from your case study on your homepage
• Create a dedicated page featuring your testimonial or video case study
• Include a graphic or image of your case study

Email Marketing

Case studies are a great way to connect with those already-cold, disengaged contacts and re-ignite their interest.

Our preferred method is product-specific segments.

Do you have case studies from a specific product or service? Look at your analytics to see who was at one time interested in it.

Then, send an email to your subscriber list with your case study.

Social Media

Case studies are an easy way to promote your business on social.

Share a link to your customer’s success story and mention them.

To get the most out of a case study, post the case study in a way where readers are inspired to action. Focus on the benefits, be direct, and link to the page.

What other creative ways can you think of to use social media to promote your case study?

There are many ways to use a case study on social media.

You can show your happy, smiling face with a testimonial on your Facebook page, your Twitter account, and your LinkedIn profile.

You can also share your case study on LinkedIn, or add it to your company’s page.

Finally, you can post your case studies in related Facebook groups, or tweet about them. By doing all of these things, you will increase your engagement, and reach more potential clients .

According to Accenture, 41% of customers switched to a different business due to a lack of personalized communication.

When quoting your case studies, choose quotes that are specific to how your company helped the customer or quote metrics that demonstrate what the results were.

“We were able to increase the number of our email list by 80% in only a year. Their professionalism, dedication, and results speak for themselves.”

These quotes are a great way to boost your social media presence and website views.

Newsletters

Case studies can be included in your newsletter to both attract new potential clients and solidify your relationship with existing ones.

When companies focus on their customers, they not only improve relationships with current clients but can also attract more business. It’s natural to want to be part of a group, and when customers see that a business cares about them, they’re more inclined to support that company.

Case Studies for sales teams

Did you know that 70% of B2B customers do their research before even speaking to a sales rep? And 44% of those same people are looking for a specific solution before reaching out to a salesperson.

As customers become more and more educated, sales reps need content that speaks to each stage of a buyer’s journey. This ensures that reps are providing customers with information that’s relevant to their stage in the buying process.

Case studies are an excellent way to showcase your successes.

Have you heard of the saying “right place right time”?

Case studies are a great way to build credibility and trust with potential buyers. By showing past successes, you can demonstrate to potential clients that your product works.

What is a Sales Case Study?

To recap, a sales case study is a written document that describes a sales process from start to finish. It details the challenges faced by the salesperson and how they were overcome. A sales case study can be used to teach best practices, highlight successes, and identify areas for improvement.

A good example of a case study is a research paper that analyzes a particular subject in depth. Case studies are usually conducted on people, businesses, or organizations, and they often involve interviews and observation in addition to secondary research.

A sales case study is a great way to learn how to make a sale. This sales case study has shown you how to make a sale in 7 steps. By following these simple steps, you’ll be well on your way to becoming a top-performing salesman or woman!

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About Author: Justin McGill

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Cracking the Sales Code: Lessons from 8 Sales Case Studies

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While HubSpot’s sales report shows a decent close rate of 29%, the lower win rate of 21% suggests inefficiencies. This gap indicates that unqualified leads are likely slipping through the cracks, requiring a closer look at lead qualification and potentially a sales process refinement to improve conversion rates.

Challenges in selling may have many reasons:

• Selling has become more challenging with the changes in consumer behavior.
• Salespeople’s selling techniques are not as effective anymore as they were years ago.
• The supply of products and/or services offered has saturated the market
• The sales distribution has spread thinly among individual salespeople.

The journey from prospect to conversion is a maze of challenges, and within these challenges lie the keys to mastering the art of sales. 

To address these challenges and others, sales case studies offer valuable insights. Let’s delve into eight specific sales scenarios—selling something readily available for free, navigating crowded markets, approaching small and medium businesses with high-value solutions, tackling overseas sales, engaging with informed consumers, navigating long sales cycles, introducing emerging technologies, and overcoming price objections.

Each case study offers valuable lessons to be learned and applied to improve your sales strategy. The book, “ Built to Sell Creating a Business That Can Thrive Without You” target=”_blank” rel=”noreferrer noopener”>Built to Sell: Creating a Business That Can Thrive Without You ” provides essential guidance on transforming a business into a sellable asset by focusing on scalability and systematization. Integrating insights from this book into sales case studies offers valuable perspectives on how strategic planning and operational efficiency can lead to sustainable growth and increased valuation for businesses.

Now, in this exploration of sales case studies, let us delve into the dynamic process of sales and let us discuss challenging sales case studies and how to deal with them.

1. Selling Freemium Solutions Some products that are being sold have some free alternatives that people can get to. Examples include paid content and their free content alternative, CRMs, project management tools, and others. However, some businesses can sell these products and make good business out of it. Charging for something that could be obtained for free is feasible. That’s why services and products vary immensely – from smartphones to finding a carpenter or looking for apartments in the same area. So, how do you sell something that people could get for free? Let’s take the case of selling a Bottled Water. In a world where water is freely available, selling bottled water faced the challenge of convincing consumers to pay for something they could obtain at no cost. First, you need to identify the alternative options and how it presents an opportunity for your product. Let’s review what the options are if you want to gather water for free. Roughly speaking, you can either drink tap water or go to the nearest mountain or lake with seemingly good water. Tap water is known to contain certain chemicals like chlorine and aluminum sulfate. Pesticides and herbicides can also be found in some tests of tap water. This could cause asthma or different forms of skin damage, along with weakening the cells and a number of known and unknown problems (that add up with time). It’s dependent on the region, your neighborhood, the building, and the pipe installation in your home. Filtering is not a top priority for many since tap water wasn’t meant to be consumed orally in the first place. Some safety mechanisms are in place, but that’s not nearly enough. Plus, if you visit relatives or friends, there’s no way you can test the water upfront (every time). Spring water is somewhat clean as it’s being filtered through rocks. That said, you can’t rely on the structure of the water in different pools or rivers as it depends on different factors – like the flora or fauna living there, how far the stream is from the source, and the like (there are studies out there that explain everything more scientifically). You also need to determine what makes your product better. This will help convince people to pay a premium. Showcase the unique value proposition, emphasizing standards, safety, and convenience. The Bottled Water Case Study unveils the mastery of transforming a freely available resource into a premium, standardized product. Standards and Safety: Bottled water positioned itself as a safer, standardized alternative to tap water. Compliance with government regulations and quality standards reassured consumers about the purity and safety of the product. Convenience: The convenience of having access to clean water on the go became a significant selling point. Bottled water addressed the inconvenience and potential health risks associated with alternative sources, emphasizing the ease of carrying, accessibility, and reliability. Environmental Factors: Some brands further elevated value by promoting eco-friendly practices, contributing to the sustainability narrative. This additional layer of value appealed to environmentally conscious consumers. The Bottled Water Case Study demonstrates that by strategically emphasizing standards, safety, and convenience, a product can be transformed from a freely available resource into a premium solution with perceived value. All things considered, there are good reasons why bottled water is priced when people can obtain it for free. The filtering process is different and is standardized across brands. It’s more widely available than public sources (except for tap water), and it’s easier to carry small bottles whenever needed. Other goods, resources, tools, or services follow a similar process. Professional vendors invest in different activities to improve the quality of a product or a service – leading to higher demand and an actual business model. Free products and services always come with limitations – a premium provider can invest in customer support, the convenience of delivery, or anything else that is of value to the buyer. To sum it up, identify pressing problems that free alternatives face (in this case, lack of standardization and possible health risks) and turn the narrative in your favor. 2. Selling Products With Too Many Competitors

Is your business one of the many vendors selling different flavors of the same product (or in a niche with many competitors)?

This is where storytelling comes into play. People need solutions to problems in their specific industries.

Storytelling allows for putting those features to work by defining practical scenarios. Each business is unique in a way – there is a company mission, and there are business goals. And the company culture.

There’s a backstory to starting the business and an ideal subset of problems that are uniquely solved by a solution.

Stand out through storytelling. Examine the strategies of iconic brands like Nike and McDonald’s. Learn how they leveraged storytelling to create a unique identity and connect with their audience.

What Makes You Different?

If you are entering a saturated market, the question is: what makes you different?

There are tons of supermarkets, design agencies, and dentist offices. Yet, each one of them profiles in something unique or has some vibe attuned to the energy of their ideal audience.

• Nike sells sports equipment. But aside from the notorious “Just do it”, they’ve positioned themselves with multiple influencer-baked stories through athletes like Michael Jordan, Roger Federer, Tiger Woods, and lots of football players.
• McDonald’s spent $2.3 million in 1967 for a national advertising campaign, building a solid brand, pioneering outstanding customer service, and innovating in the “Happy Meals” department. Since then, they’ve created hundreds of incredible campaigns, including “love story” journeys with marriage proposals in their stores, responses to international events, and pivots in takeaway products (among others).

Businesses operate in different manners and follow various business processes . Some focus on quality, others – on price.

Each market has value for a specific audience. To build the bond between your business and your market, you need a story that serves as the bridge between you and your customers.

The mastery of storytelling by Nike and McDonald’s highlights the power of creating a unique brand narrative. By going beyond features and connecting emotionally with consumers, these brands established themselves as leaders in saturated markets.

3. Selling High-Value Solutions to SMEs

Selling high-value solutions to SMEs involves addressing specific challenges faced by smaller businesses that may not have the resources of larger enterprises.

The thing is, most small and medium business owners provide services or products that are not completely digital. Those that sell online goods and services would do fine through on-site and online sales and marketing .

Most “outstanding” solutions fall into one of the following categories:

• Those that would bring a ton of new customers to a business.
• Solutions that depend on someone who will manage the process, configure parameters, and talk to support staff to leverage the solution (after the onboarding/training process).
• Automation tools that will simplify the process (and possibly grow the traffic or bring new leads).
• Software that promises everything but won’t commit to a “money-back guarantee” if something goes wrong.

If I receive a hard offer for something that would yield a good multiplier on an annual basis and I’m 100% confident that this would work, I’ll pay the right amount. But that’s never the case.

For instance, if your software truly promises 3x growth of the business in a year, a company may not be able to cope with hiring and training in order to accommodate that growth.

And some businesses do prefer to stay small. Not every company aims to be the next Facebook or Airbnb.

Other tools depend on team members who are heavily involved in operations, maintenance, and adherence to a process. A business may be unable to allocate the resources required for the job. A small team only employs so many decision-makers and managers capable of allocating a good chunk of their time to something new that may or may not work.

Categorize solutions and tailor offerings to bring new customers, simplify processes, or promise growth. Understand the nuances of guaranteeing ROI and the importance of building a convincing case.

• Customer Acquisition Solutions: Tailor solutions that attract new customers to help SMEs expand their client base.
• Process Simplification Tools: Develop solutions that streamline processes, ensuring efficiency and ease of operation for SMEs.
• Growth-Promising Software: Offer tools that promise growth, providing SMEs with the means to scale their operations.
• Building a Convincing Case: Understand that SMEs often need reassurance about the return on investment. Build a compelling case by showcasing success stories, emphasizing long-term benefits, and offering flexible payment plans.

Successfully delivering high-value solutions to SMEs requires a nuanced understanding of their needs. By categorizing solutions and addressing specific pain points, businesses can establish trust and demonstrate the tangible benefits of their offerings.

All in all, if you build the right case and warm up a lead enough, you may be able to close a (new) client with the right proposition. 

4. Selling Overseas

Expanding sales overseas involves navigating diverse markets, understanding cultural nuances, and overcoming logistical challenges inherent in international business.

Navigate international waters through a mix of digital marketing, local hires, social media, and strategic partnerships.

• Digital Marketing Abroad: Leverage digital marketing strategies tailored to specific international markets. This includes localized content, targeted advertising, and SEO optimized for regional preferences.
• Local Hires for Market Insight: Employ local sales representatives who understand the cultural, economic, and business landscapes. Their insights can guide effective market penetration and relationship building.
• Social Media Engagement: Utilize social media platforms to engage with international audiences. Create content that resonates with diverse cultures and encourages dialogue with potential clients.
• Strategic Partnerships: Form strategic partnerships with local businesses. Collaborations can provide access to established networks, facilitate smoother operations, and enhance credibility in the target market.

There are plenty of ways – some traditional, others – creative.

Are you selling services or products, digital or physical, B2B or B2C?

Do you target a single country or worldwide?

What are the demographics of your target audience?

What techniques do competitors use for selling?

For B2C sales (less expensive digital products/services), digital marketing and advertising work well. 

Here’s what else you need to consider as a set of strategies for multinational sales penetration.

• Influencer marketing is a good investment, albeit long-term (it takes a while to work with multiple influencers on targeted campaigns).
• Hiring a local salesperson in each area is also a great idea. Selling more expensive products in a specific country (say, the US) may justify hiring a local salesperson there. Attending conferences, trade shows, meetups – and meeting prospects locally.
• Social media works in all cases, along with a well-maintained blog. The latter takes a while and is contingent on your content strategy and keyword research.
• Personal branding online could help you land podcast appearances and other interviews. Being able to position yourself in the right media outlets (that your prospects read) may yield good results.
• Consider partnerships, too. This is extremely valuable if you team up with a business managing a portfolio of “ideal” clients providing other services (complementing yours).

Triumph in international sales requires a multifaceted approach. By combining digital marketing, local expertise, social media engagement, and strategic partnerships, businesses can overcome the complexities of global markets and achieve success beyond borders.

5. Selling to “Informed” Consumers

In the age of information, consumers are more informed than ever before. They research products, read reviews, and compare options before purchasing. This shift in consumer behavior poses a unique challenge for sales professionals—how to engage and persuade individuals who already possess a wealth of information about the products or services they seek.

Adapt to the evolving consumer landscape by focusing on informed selling. Understand the preferences, knowledge, and expectations of modern consumers to tailor your approach.

Selling electric vehicles (EVs) in a market where consumers are becoming more informed about environmental issues and sustainable living was no easy feat for Tesla. But, Tesla strategically positioned its electric vehicles as not just cars but as a sustainable lifestyle choice. The company leveraged the increasing environmental awareness among consumers, emphasizing the benefits of EVs for reducing carbon footprints. 

Elon Musk’s transparent communication and updates on Tesla’s advancements in battery technology and autonomous driving also contributed to winning over the informed consumer. 

Acknowledge and respect the knowledge consumers bring to the table. Here’s how you can do it:

• Embrace Transparency and Honesty: Be transparent about your product or service, providing comprehensive information that complements the consumer’s understanding. Consequently, you build trust by being honest about your offerings. If a product has limitations or certain conditions, communicate them openly. Consumers appreciate authenticity.
• Tailor Your Pitch: Recognize that informed consumers seek personalized experiences. Tailor your sales pitch to address their specific needs and concerns. Showcase how your offering aligns with their individual preferences.
• Become an Advisor: Position yourself as an advisor rather than just a seller. Offer valuable insights, additional information, and industry knowledge. By adding value, you position your brand as a trusted resource.
• Leverage Digital Platforms: Meet informed consumers where they are – online. Utilize digital platforms, social media, and informative content to engage with your audience. Share educational content that goes beyond the basic product features.
• Understand Their Requirements: Practice active listening. Understand the specific requirements of the consumer, and align your pitch with what matters most to them. This demonstrates that you value their individual needs.
• Incorporate Consumer Feedback: Showcase that you value consumer opinions. Integrate feedback into your sales approach. Highlight improvements made based on customer input, demonstrating a commitment to continuous enhancement.
• Stay Up To Date: The consumer landscape evolves rapidly. Stay current with industry trends, consumer preferences, and emerging technologies. An adaptable sales approach ensures you resonate with the ever-changing informed consumer.

Adapting to the informed consumer landscape is not about circumventing their knowledge but aligning your strategies to complement it. 

Understanding their preferences, acknowledging their expertise, and offering a personalized and value-driven approach can help you navigate the challenges of selling to a well-informed audience with finesse.

6. Selling Over Long Sales Cycles

Extended sales cycles can test the endurance of sales professionals. Today, the B2B purchasing process involves an average of seven decision-makers. Navigating through intricate decision-making processes, especially in industries with long buying cycles, requires a strategic and patient approach.

Cultivate patience and resilience. Learn effective strategies to nurture leads, build relationships, and stay top-of-mind during extended decision-making processes.

Here’s how you can go about it:

• Long-Term Relationship Focus : Shift the focus from immediate transactions to long-term relationships. Understand that building trust and rapport takes time, especially in industries where decisions are intricate and involve multiple stakeholders.
• Segmented Lead Nurturing : Divide your leads into segments based on their position in the sales funnel. Tailor your communication and engagement strategies according to each segment’s needs. Provide targeted content that addresses specific concerns at each stage.
• Continuous Education : During prolonged sales cycles, prospects may seek deeper insights. Provide educational content that addresses industry challenges, emerging trends, and potential solutions. Position your brand as an authoritative source of valuable information.
• Stay Top-of-Mind : Stay relevant in your niche . Regular, non-intrusive communication is key. Utilize newsletters, informative emails, and personalized updates to stay top-of-mind. Consistency in communication reinforces your commitment and interest in the prospect’s journey.
• Adaptive Approach : Be adaptable in your sales strategies. Understand that client needs and priorities may shift during extended sales cycles. Stay informed about any changes in their organizational goals or challenges, and adjust your approach accordingly.
• CRM Integration : Implement a robust Customer Relationship Management (CRM) system to track and manage interactions. Leverage automation to streamline communication and ensure that no prospect falls through the cracks during a lengthy sales cycle.
• Timely and Relevant Follow-Ups : Timely follow-ups are crucial. However, ensure that your follow-ups are not perceived as intrusive. Instead, provide value with each interaction, offering additional insights, case studies, or information that aligns with the prospect’s needs.
• Internal Resilience Training : Equip your sales team with resilience training. Extended sales cycles can be emotionally draining; having a resilient mindset is crucial. Train your team to bounce back from setbacks and remain focused on the long-term goal.
• Proactive Relationship Management : Anticipate potential concerns that may arise during a prolonged sales cycle. Proactively address these concerns, demonstrating your commitment to understanding and overcoming obstacles.

IBM often deals with complex B2B sales cycles, especially in the technology and enterprise solutions sector. The good thing is that IBM understands the need for patience in enterprise-level sales so well that IBM is the seventh largest technology company by revenue and the 49th largest overall as of 2022 and is also one of the world’s largest employers, with over 297,900 employees worldwide in the same year.

The company focuses on relationship-building through continuous communication, providing valuable insights, and showcasing the long-term benefits of their solutions. IBM invests in educational content to guide prospects through the decision-making process, recognizing that major IT decisions take time and careful consideration.

Patience is not just a virtue; it’s a strategic advantage in navigating extended sales cycles. Staying adaptive to changing dynamics positions you for success in industries where patience truly pays off.

7. Selling Emerging Technologies

Challenge: Introducing and selling emerging technologies.

Navigating the uncharted waters of selling emerging technologies presents unique challenges. The market for these products is often undefined, and potential customers may be unfamiliar with the benefits or hesitant to adopt new, unproven solutions.

Embrace the unique challenges of selling cutting-edge products. Explore ways to position your offerings as solutions to emerging needs, targeting early adopters.

When Amazon introduced its voice-controlled virtual assistant, Alexa, it was a relatively new concept in the consumer market.

Amazon strategically targeted early adopters by emphasizing the convenience and futuristic aspects of voice-activated technology. They rolled out frequent updates, continually expanding Alexa’s capabilities, and integrated it with a variety of smart home devices. By positioning Alexa as an innovative solution for smart homes, Amazon effectively captured the early adopter market and set the stage for widespread adoption.

How can you do the same?

• Identify Innovators and Early Adopters: Recognize that early adopters are key players in the technology adoption lifecycle. Understand their characteristics, motivations, and risk tolerance. Tailor your marketing and sales strategies to appeal to this audience.
• Employ Informative Content Marketing: Develop comprehensive content that educates potential customers about the benefits and applications of the emerging technology. Use webinars, case studies, and whitepapers to showcase real-world scenarios and success stories.
• Collaborate with Industry Influencers: Partner with influencers, thought leaders, or industry experts who can vouch for the credibility and potential of your emerging technology. Their endorsement can significantly impact early adopter confidence.
• Offer Pilot Programs: Mitigate the risk for early adopters by offering pilot programs. Allow them to test the technology in a controlled environment, gathering feedback and addressing concerns before a full-scale launch.
• Personalize Messaging: Craft messaging that speaks directly to the pain points and challenges early adopters face. Showcase how your technology provides innovative solutions and addresses their specific needs.
• Iterate Product Development: Adopt an agile approach to product development. Leverage customer feedback to make continuous improvements and updates. Early adopters appreciate the opportunity to influence the direction of a product.
• Establish Thought Leadership: Position your company as a thought leader in the emerging technology space. Publish insights, research, and predictions about industry trends. Build trust by demonstrating your commitment to staying at the forefront of technological advancements.
• Participate in Industry Events: Attend and actively participate in industry events, conferences, and meetups focused on emerging technologies. Networking with potential early adopters provides valuable insights and establishes your presence in the community.
• Highlight Early Success Stories: Showcase success stories of early adopters who have experienced positive outcomes with your technology. Peer testimonials and success narratives can be powerful motivators for others considering adoption.

Effectively selling emerging technologies requires a balance of innovation, education, and strategic partnerships. Remember this to successfully navigate the challenges associated with introducing cutting-edge products to the market

8. Selling Over Price Objections

Price objections are a common hurdle in the sales process. Customers may perceive your product or service as expensive, leading to hesitancy or the exploration of more budget-friendly alternatives.

Entering a market dominated by established razor brands, Dollar Shave Club needed to justify its subscription-based model. Dollar Shave Club addressed price objections by focusing on the convenience and cost-effectiveness of its subscription service. 

The company highlighted the quality of its razors, the simplicity of doorstep delivery, and the overall savings compared to traditional razor purchasing. By providing additional value through a hassle-free experience and high-quality products, Dollar Shave Club successfully attracted customers despite initial price objections.

Highlight the value proposition beyond price. Showcase the long-term benefits, unique features, and additional value your product or service brings to overcome objections.

• Emphasize Comprehensive Value: Clearly communicate the holistic value your product or service provides. Highlight not only the immediate benefits but also the long-term advantages, cost savings, and positive impact on the customer’s business or life.
• Highlight Unique Selling Points: Identify and emphasize the unique features or attributes that differentiate your offering from competitors. Showcase how these distinctive elements contribute to a superior customer experience or enhanced outcomes.
• Provide ROI Demonstrations: Offer concrete demonstrations of the return on investment (ROI) that customers can expect. Use case studies, data analytics, or testimonials to illustrate how your product delivers tangible value that surpasses its cost.
• Create Value-Added Bundles: Package your product or service with complementary offerings to create additional value. Bundling allows you to present a more attractive overall proposition, making the price seem reasonable in comparison to the bundled benefits.
• Introduce Flexible Pricing Models: Explore flexible pricing options, such as tiered plans or subscription models. This allows customers to choose a pricing structure that aligns with their budget while still accessing essential features or services.
• Share Customer Success Stories: Leverage the power of customer testimonials and success stories. Showcase how other customers have overcome initial price concerns and achieved significant value and satisfaction over time.
• Offer Free Trials or Samples: Provide customers with the opportunity to experience your product or service through free trials or samples. Allowing them to test the offering firsthand can alleviate concerns and demonstrate its worth.
• Educational Materials on Value: Develop educational content that specifically focuses on the value derived from your product or service. Highlight the unique attributes that contribute to a positive customer experience or solve critical problems.
• Transparent Pricing Discussions: Be transparent in pricing discussions. Clearly articulate the value proposition and explain how the pricing structure aligns with the benefits and features offered. Open communication builds trust and addresses concerns.

Overcoming price objections involves showcasing the true worth of your product or service. 

But here’s a great tip from Thomas McKinlay, Founder of Ariyh :

When selling premium options or add-ons, use the price difference to your advantage by stating how much more the premium option costs compared to the basic one. For example, instead of showing the full prices ($190 vs $270), highlight the difference ($80 more). This approach makes the premium option feel cheaper and can significantly boost sales.

Effectively communicating comprehensive value, emphasizing unique selling points, and providing tangible evidence of ROI position your offering as a valuable investment rather than a mere expense.

Without a doubt, the sales industry is a dynamic one that requires adaptability, ingenuity, and strategic thinking. Exploring the various sales case studies brings to light the contemporary sales process and have gleaned priceless insights from major players in the field. 

I hope these insights help you as you start your sales journey and provide you the confidence to confidently navigate the difficult sales landscape. With these lessons in hand, you’re well-positioned to succeed in the constantly changing field of salesmanship. Cracking the sales code is a quest that never ends.

Do you struggle with sales and other business challenges ? Head to this sales guide and learn more practical tips and strategies.

My name is Mario Peshev, a global SME Business Advisor running digital businesses for 20 the past years.

Born in Bulgaria, Europe, I gained diverse management experience through my training work across Europe, North America, and the Arab world. With 10,000+ hours in consulting and training for organizations like SAP, VMware, CERN, I’ve dedicated a huge amount of my time to helping hundreds of SMEs growing in different stages of the business lifecycle.

My martech agency DevriX grew past 50 people and ranks as a top 10 WordPress global agency and Growth Blueprint, my advisory firm, has served 400+ SME founders and executives with monthly ongoing strategy sessions.

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16 Ways to Empower Your Sales Team with Case Studies

Case studies make ideal assets for sales enablement.

When your sales reps can show prospects a success story about a customer just like them, it instantly positions your solution as the perfect fit and greases the wheels for an enthusiastic yes.

But in spite of their streamlined persuasion power, your sales team might not be utilizing your case studies to their farthest possible extent.

Why is that the case?

It might be because your existing case studies:

• Don’t speak to the types of customers your reps are currently targeting, e.g. you’re going after enterprise clients and all your case studies feature mom-and-pop shops.
• Are in formats that don’t jive with your reps’ sales activities, e.g. you have fantastic narrative case studies, but your sales team is in desperate need of a short slide deck.
• Are housed in a messy CMS that makes it hard to find and share them, e.g. your sales rep vaguely recalls a case study that might appeal to a lead—but they don’t want to spend 45 minutes searching for it.

If any of these scenarios sound familiar, your most powerful selling stories may be relegated to the bench.

Luckily, there is a way to get back in the game.

All you need is a plan to align your case studies with your sales enablement strategy.

With a smart approach, you can make sure that every customer success story is relevant, convenient, and effective at helping your sales team close more deals, faster.

Better yet, if you put your sales reps front and center in the process, they’ll become the biggest champions of your case study strategy.

Try these 16 tips to amp up sales with your customer case studies.

16 Ways to Unleash the Power of Your Sales Team with Case Studies

1. Write case studies that are relevant to each market segment by choosing subjects that mirror the types of customers your team is pursuing. Match factors like pain points, company size, industry, location, or niche.

2. Put your sales team at the centre of your case study strategy.

• Ask them what kinds of case studies they need to overcome customer objections.
• Have them nominate customers who would be perfect examples to sell to their target audience.
• Find out what formats would work best in their workflows.
• Get them to introduce case study participation during onboarding and highlight the cross-promotional opportunities it can bring.
• Ask them about their clients’ biggest challenges and most coveted benefits so your case studies can hit the bullseye every time.

3. Produce the same case study in multiple formats so your reps can deliver the right level of detail at the right time for a frictionless purchase process.

4. Match the length of the case study to the prospect’s stage in the buyer’s journey.

• At the awareness stage, offer short-form case studies. Short studies help establish that your solution fits their problem and open an information gap that makes them curious to learn more.
• At the consideration stage, provide longer-form case studies that allow prospects to dive deeper into how you compare to other options.
• At the decision stage, wrap it up with shorter formats that validate the purchase and spotlight specific metrics like ROI, time to payback, and time to profit.

Here’s a sample from a longer case study that compares our client’s solution with its competitors:

5. Get into the weeds with team leads and managers with detailed case studies that answer their questions about your product’s features, capabilities and benefits.

6. Create a one-sheet summary for executive decision-makers so they can quickly determine the value you will bring and justify the decision to their stakeholders.

7. Create a catalogue of one-sheet summaries for reps to show off at conventions and meetings.

8. Have reps email a testimonial video or audiogram from a case study as part of their nurturing process.

9. Build a slide deck out of a case study for account managers to walk through during a sales call. With highlights of the heroic win and compelling testimonial quotes, they’re persuasive in virtual meetings and in-person.

10. Provide professional .pdfs of success stories that sales reps can share during follow-up to keep your solution top of mind.

Here’s a one-sheet case study we made for a client that would make a great follow-up email:

11. Set up a sales-friendly CMS for your case studies so reps can quickly find a relevant story to answer questions or address objections.

12. Make your case studies searchable by format, industry, company size, niche, or challenge so reps can easily find and share proof that your solution is The One.

13. Use case studies in your sales training. Nothing drives home the details about the problems you solve, the unique features of your solution, and the results you can boast like your own success stories.

14. Give your sales team specific training on the many ways they can add jet fuel to their sales activities with case studies.

15. Run a contest to see which sales rep can make the most case study-attributed sales.

16. Create a case study about how your top-selling reps used case studies to move the needle on key sales objectives.

With these approaches, you’ll get more mileage out of your case studies and give your sales team high-powered tools that help them wow their prospects and smash their sales objectives.

Want a case study strategy that elevates your sales team?

Creating high-impact case studies and related assets for sales and marketing is ALL we do.

Let’s make your next customer success story the absolute MVP in your sales enablement arsenal.

Contact us to get started.

Laurie Zottmann

Staff writer.

The only thing Laurie loves more than unforgettable stories is helping readers accomplish stuff that matters. When it comes to solving pesky business problems and capturing B2B audiences, nothing lights up the whole marquee like a heroic case study.

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How To Use Case Studies To Make The Sale

The best case studies are truly the gifts that keep on giving -- but only when you know when to give them to your customers. Beyond the fact that every case study reflects a successful sale, it also provides a detailed look into the kind of customer experience you offer. This includes some

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The best case studies are truly the gifts that keep on giving — but only when you know when to give them to your customers.

Beyond the fact that every case study reflects a successful sale, it also provides a detailed look into the kind of customer experience you offer. This includes some background on the customer you’re profiling and their pain point, why they chose your firm and, most importantly, the benefits they’ve seen since putting their purchase into action.

Whereas eBooks, blog posts and infographics are often great at helping spell out the business case for certain kinds of products and services, case studies offer anecdotal but tangible proof that backs up your value proposition. As companies grow , then, one of the biggest items on their to-do lists should be creating as robust a case study library as possible.

Ideally your sales team should be able to point to case studies that focus not only on your best-known or top-selling product, but newer ones or combinations of several products and services. You’ll also want to produce case studies that can speak to the way your products and services in different kinds of vertical markets, or by organizations of various sizes.

Case studies can vary in terms of their length, format or presentation — you can create video-based case studies that complement written ones, for instance — but the end result should be the same. You want a content marketing asset that assists reps in closing more deals.

Assuming you’re already at this stage, it’s time to think about the tipping points where introducing case studies can make a real difference in the buying decision . Here are the most common ones:

Scenario one: the lead that refuses to be led

It happens all the time: someone downloads a white paper or registers for a webinar, suggesting they have some kind of interest in your firm’s offerings or even more obvious purchase intent. The contact details for this person are passed onto the sales rep, who duly reaches out. . . and hears nothing back after multiple attempts.

This can happen for all kinds of reasons (including the fact your lead is genuinely super busy), but there is one explanation in particular that requires action. It could be that by looking at your white paper or listening to your webinar, your lead assumes they’ve learned all they need to know about your products and services.

Going beyond the typical lead gen program follow-up here with a case study can help in several ways. It can show your lead that your products are already in active use by firms like theirs. It shows you have a demonstrated track record, not just a compelling marketing message. Finally, it shows your rep is doing their homework by selecting a case study they think is relevant, rather than just treating every lead the same.

Scenario two: the ‘seen one, you’ve seen them all’ assumption

Your product might not be a commodity, but potential customers can still treat companies that way. If they don’t really see how your organization stands out from the rest of the competition, your sales team is put in the worst possible position. It means they’re forced to compete on things like price, which is usually a race to the bottom.

Case studies help here because they tell a story about the relationship you build with your customers and the work you put in to ensure they’re able to achieve their goals. If you have quotes in your case study that speak to the depth of your team’s knowledge and their responsiveness to answering questions, you’ll be competing on experience instead.

This is why case studies can be a great “bottom of the funnel” tactic when prospects are down to only a few vendors in their selection process.

Scenario three: the anxious boss

Sales reps often know they’re pitching to a group of decision makers within the same organization. The trouble is that they don’t always get to meet all of them.

Their key contact, for example, may have to pass big purchases by their boss before any deal can be closed. And the time available for that contact person to talk to their boss might be really limited.

Case studies aren’t just something to empower sales reps. They can also be used to empower your customers when they need to provide reassurance or build greater confidence in the decision being proposed. The boss might never call up the person featured in the case study, but seeing the evidence of a successful project lets them see what’s possible.

Final thoughts

Sometimes you’ll see TV commercials where, after talking up their product, someone from the company will say, “But don’t take our word for it,” and the camera will jump to an everyday customer offering a testimonial.

Case studies work in much the same way. You can have a pitch deck that includes a slide full of customer logos, but a case study provides the depth that prospects often need in order to get over their skepticism and build trust, especially with a new vendor.

That said, don’t just hand the case study over and do nothing. Make it part of a discussion. Offer additional details or “behind the scenes” anecdotes that weren’t mentioned in the case study but that helped get those customers off the fence.

Your case studies should be a place where future customers can see themselves — and if all goes well, they might eventually become the heroes of the next one.

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How To Write A Case Study That Wins Deals

Nothing has more power than an impressive case study to build trust and move a prospect to become a client.

Don’t buy the argument?

Here’s some proof— According to a survey conducted by Uplift Conten t , nearly 40% of SaaS marketers say that case studies are very effective at boosting sales, and 24% of them would produce more case studies because they drive sales.

A business case study or a customer success story can work wonders across the entire sales funnel. A great case study is the ultimate secret weapon for prospecting, onboarding, nurturing, and upselling . While case studies are well regarded for several reasons, having others tell the story of your business is more impactful than trying to promote your impact yourself. It’s human nature to look for social proof.

Writing case studies that are impressive, convincing, and provide enough context to a business without sounding boastful requires strategic thinking. In this post, we’ll share some of the best practices for writing and designing case studies—ones that turn your prospect’s uncertainty into confidence.

What is a case study?

A case study is a powerful sales tool that takes a deep dive into how your product or service significantly impacted a real customer. It goes beyond just talking about features and benefits as it provides concrete evidence of your product’s capabilities, builds trust with potential customers, and showcases your product’s ability to solve their specific challenges. It brings your product or service to life in a real world context so prospects can see how it’s worked for a similar organization or pick up some tips for how to leverage specific features or benefits.

By sharing success stories through case studies, you demonstrate your expertise and reliability, giving your business the credibility it needs to stand out in the crowd and win over new clients.

The best case studies share a few things—they tell compelling stories to persuade a prospect.

Storytelling is a promising tactic to use in your marketing strategy. By presenting a relatable customer story (your case study) with similar concerns and how they found success with your solution, you dispel doubts and build trust. Finally, good stories humanize your brand.

Ready to get started now? Try our Case Study Template .

Grab our Case Study Template

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How to write a compelling case study

Here at Qwilr, we’ve seen thousands of our customers create case studies as part of their sales strategy to promote their products and services. Some of these case studies have gone on to win millions of dollars of work.

If you’re looking to replicate this success, look no further.

Your case studies should tell the story behind how you achieved results for your clients, the outcomes your prospective customers can expect, and the estimated amount of time it will realistically take to see results. You can also use your case study to provide an idea of your overall process and expected ROI from if they decide to invest in your offering.

So when it comes to your case study structure, here’s what we recommend:

Step 1: Start with a strong objective and strategy

Having a clear goal and strategy in mind gives your case study direction and purpose, making it more impactful and engaging for your audience.

There are a couple of things at play here, namely:

Discovering the most profitable stories for your business

While you could write a case study about any satisfied customer’s experience , you want to be selective about what you choose to allocate resources to. Of course, the case study should be about the customer and what they got out of working with you, but you want to pick stories that help you find more of your ideal customer. Consider choosing the deals that have been the most profitable for your company and the most successful for your customers to highlight.

Identifying the best-suited formats

A lot of businesses don’t give enough emphasis to the format they choose for their case study, but it’s important. Expecting busy decision-makers such as sales leaders to devour long-form written case studies is foolish, and a short video, a podcast, or an infographic may help them see the value of your product/service faster. That being said, to get the most bang for your buck, you might want to have your content marketing team create case studies in multiple formats so you can leverage your content in multiple ways to create the most engaging experience for your prospective customers and arm your sales team with the collateral they need when they need it.

Finding ways to engage ideal candidates to participate

Finding ways to engage ideal candidates to participate is the final part of planning your case study. There’s a lot to consider here. Who are your best customers, how can you champion them, and how will you set expectations with your clients so that the delivery of your case study isn’t compromised?

By setting your objective and strategy upfront, you'll guide your readers through a focused and compelling journey, showing them precisely how your product can bring those awesome results to their businesses too. Not to forget, having a clear vision will help your marketing team gather the right data, testimonials, and results to craft a compelling case study that resonates with your audience.

Step 2: Have an attention-grabbing introduction

The introduction, or the hook, is where you will grab your reader's (or listener's) attention. And you don’t have a lot of time to do it. Research shows we have around seven seconds to make our content stick , so work this section wisely.

Items to include:

A summary title

Keep your title focused on your most compelling accomplishment. Sticking to storytelling fundamentals, use this section to highlight a problem or challenge you solved.

Client introduction

Depending on how recognizable your client is, you’ll want to include their name and a little bit of background about what they do. More notable brands tend to lend credibility to your own, and in some cases, brand recognition can get your client to sign on the dotted line.

However, it’s not always about highlighting the most recognizable companies in your case study. If you’re selling to small businesses, having peers highlighted in your case study library can be equally compelling. When your prospects can see themselves in the story or relate to your other customers, it can help them feel confident about moving forward with you.

Appealing visuals

You’ve got seven seconds remember? So consider adding a visual front and center to use your time wisely. Complex data or concepts become crystal clear when presented visually, making it easier for your audience to grasp the key points and remember them. Make sure that the case study is easy to scan and uses multiple headings to break up the text.

Moreover, high-quality visuals add credibility. When you show real-life examples, graphs, charts, or images, you're providing concrete evidence of your success, reinforcing the trust you want to build with your potential customers.

Build trust with a testimonial

To build trust with your reader, you should consider adding testimonials from your customer. If you have permission, it’s also a good idea to include their name and professional headshot to humanize your story.

Step 3: Frame the challenge

Here’s your chance to really pull on the heartstrings of your readers. Emotionally engage them by highlighting the core challenge you helped your customer overcome. In this section, it’s important to take a step back and deconstruct the problem they faced.

Both of the sentences below state the same problem, but which has a better chance of engaging your reader?

a. “Over the last year, our website traffic declined by 30%."

b. “Over the last year, our hotel experienced the most vacancy it’s ever seen. It was pretty demoralizing to look around the empty lobby.”

Problem B is far more powerful and relatable, even to a client outside the hospitality and tourism industry. A direct quote from your client will give validity to the challenge at hand and help readers relate. When soliciting these quotes, ask your customers how things felt and how their team was impacted. Don’t be afraid to elicit some emotion.

Step 4: Showcase your results

Outline your solution

Use this section to tell readers how you solved your customer's problem and what key metrics you and your customer evaluated to determine effectiveness. It's important to include an examination of how you reached the solution and any iterations or tweaks you made along the way. This shows your ability to create tailor-made solutions rather than a one-size-fits-all approach.

• What the strategy is
• Wy you chose this strategy
• How the strategy will be implemented
• A client quote about the strategy
• Key metrics in dot points

Highlight your results

Here's your time to shine. Just like you focused on the core problem at the start, it’s important to highlight your key results. You can include the metrics you moved, but without context, these might not truly wow your reader. Instead, address the wider success your client achieved and give your story a powerful, well-rounded conclusion.

• A paragraph on the success achieved
• A client quote about your results
• A before and after of your key metrics in dot points
• Graphs to illustrate these metrics (before working with you and after)

Step 5: Give them a next step

If a prospect has read, watched, or listened all the way through to the end of your case study, you’ve probably got them right where you want them - ready to take the next step in your sales process . So, make sure they know what to do next.

Have a powerful call to action (CTA) at the end of the case study. You could recommend they schedule a meeting or product demo. Or, if they’re not quite ready, consider curating some related content for them to review. This could be other case studies, additional collateral, or more information about your product or service. Either way, you’re giving them the opportunity to continue the sales process.

What does a good case study look like? Some examples

A good case study should be well-structured, easy to follow, and focus on real results. It should be persuasive and highlight the value your product or service brings to the table. Your sales team may use several types of case studies—data-driven, product-led, social media, or even lead generation- depending on what fits your industry and sales cycle stage the best.

With that in mind, let’s look at three unique and effective case study examples and what we can learn from them.

Wistia is an all-in-one platform that helps marketers create and manage videos, host webinars , generate leads, and measure video performance. They have a variety of case study formats available for their target audience to evaluate, which simplifies decision-making.

One such example is this case study that highlights its integration with Hubspot.

So what makes this case study unique? A couple of things that stand out:

• The case study uses an interview-style video format where the Wistia team takes a deep dive into the challenges their customer, AlayaCare, faced and how Wistia’s integration helped them succeed. Given that the format is interview style, it builds instant credibility in the eyes of future prospects as they can clearly relate to the problems.
• By using a video-based format to deliver a case study, Wistia very cleverly showcases the ways in which a business can use its tool. When your sales reps share such snippets, it’s easy for them to convert a prospect!
• The case study also comes with a written format that offers the right amount of details, such as the problem, the solution, and the result, so that the reader can jump into sections that are most important to them.

Another example of a stellar case study comes from Shopify—a complete commerce platform that lets people start, grow, and manage their businesses. For businesses looking to enhance their online presence, there are also various customizable blog themes for Shopify stores, which can further elevate their content strategy.

Called ‘Founder Stories, ’ Shopify offers both text-based and video-based case studies that are unique and instantly connect their products to new entrepreneurs and their challenges. This case study is about a customer who found a market gap and launched a toy brand.

Things that stand out in this case study:

• This style of case study follows the storytelling method, which allows readers to empathize with the problem, remember Shopify’s product offering as well as build a stronger connection with their brand.
• If you’ve followed the company for a while, you’ll know that Shopify is all about championing their customer’s success; the product is usually secondary to the conversation demonstrated in this case study.
• Instead of merely stating numbers and outcomes, this approach provides context for the results achieved and the impact Shopify had on the customer's business, adding depth and authenticity to this case study.

And when discussing impressive case studies, how can we not mention some of our own? Our exceptional sales proposal software helps businesses ​​empower customers to create proposals in minutes, not hours, using our variety of business proposal templates that fit whichever sales methodology you're using.

When Law Squared approached us, they wanted to reinvent their sales process to create an unrivaled customer experience. This in-depth case study discusses how the company achieved favorable results using Qwilr.

• The case study sets the stage quickly by stating the key results and executive summary early on. This tactic works like a charm for busy sales leaders who value results more than anything.
• The written case study follows the challenge-solution-impact structure, which effectively nails down the buyer’s experience and satisfaction, in turn displaying value in a way that impacts future customers.
• The use of GIFs cleverly showcases the product and its usage.

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Making the most of your case studies

Think of the number of times you’ve scouted reviews and testimonials before buying a product that you’ve been eyeing. These reviews and testimonials provide a sense of security and help you see how the product has helped customers in the same industry and have similar pain points as yours.

A case study is no different and is hard proof of why you are worthy of a prospect’s business.

Investing in creating a case study is evergreen sales enablement content that will work for your business over time. Shared by both your sales and marketing teams, they’ll help you impress more prospects and demonstrate your ability to deliver exactly what you’ve promised.

About the author

Brendan Connaughton | Head of Growth Marketing

Brendan heads up growth marketing and demand generation at Qwilr, overseeing performance marketing, SEO, and lifecycle initiatives. Brendan has been instrumental in developing go-to-market functions for a number of high-growth startups and challenger brands.

How should you start a case study?

To begin a case study, it is important to provide a concise and engaging introduction that outlines the context, problem, or situation being examined. Start by briefly describing the relevant background information and key stakeholders involved in the case.

This sets the stage for the rest of the study and helps the reader understand the significance of the issues being explored.

How long should a case study be?

When presenting a case study, the focus should be on sharing comprehensive information and insights rather than adhering strictly to a specific word count. The length of a case study can vary depending on the complexity of the subject matter and the depth of analysis required.

Generally, a case study is around 500 to 1500 words in length but may vary with style and format.

What makes a good case study?

A good case study is characterized by a well-defined problem or challenge that is relevant and significant to the field. It should offer a thorough analysis of the situation supported by reliable data and evidence.

Additionally, a strong case study provides clear and actionable insights, showcasing the problem-solving process and its outcomes while also being effectively structured and engaging for the readers.

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