So you finally got a prospect who's interested
in what you have to say
and actually wants to hear you present.
Now, it's time to jump into the features
and benefits of your offering, correct?
Actually, no. That is old school selling.
Feature and benefit selling has been around
for a really long time,
and it worked for a lot of years.
But certainly in the past 20 to 30 years,
feature and benefit selling is the old school.
Nowadays, what we want to do is use case studies
or case study presentations to ultimately connect
where the prospect is with where you're going to take them.
Your job is to fill in that gap
and help them see the transition
of where they are versus where they want to go.
So in this video, I'm going to show you five keys
to a great case study presentation in sales.
Check it out.
(vibrant music)
Number One- Think of any great movie plot.
Now, a case study ultimately is just an example.
It's a story of one of your clients
in terms of the success that you've helped them achieve.
But what we don't want to do is just focus
on all the great stuff that we did and say,
this is the case study,
because the reality is
that's just a sales pitch in disguise.
What we want to do is take the great essence
of a good movie and put it into our case study.
So a great case study ultimately is going to start
with the customer was dealing with this
and they were struggling with this, right?
Just like the hero of the movie was struggling.
They couldn't figure it out,
and then they tried to do some stuff
and it may or may not have worked,
and then they met us and that's when we did some things
to help them achieve what they wanted.
And as a result, the things that they achieved were this.
That's what a great case study is all about.
It's showing a journey
of where your customer started versus where they went,
and then being able to share that case study
with a potential prospect is a really powerful way
to help that prospect see how their journey could be similar
to your customer's journey.
Number Two- It's not about you.
Most case studies and customer examples
that I see a lot of salespeople use
with their prospects are very focused on the sales person
and the organization that is doing the services
or selling the products.
It's a me-focused presentation,
but what we really want to do is focus completely
on the customer's example challenges.
And so by focusing purely on the customer's challenges
and where they were,
that's where we're going to make these case studies
really powerful when we share them in our presentation.
Number Three- Know their challenges.
So this is less about the actual case studies
and more about, where does the presentation
actually fit into the process?
Now, you have to fully understand your prospect's challenges
in order for the presentation to really fit,
because the more you understand your prospect's challenges,
the more you can leverage these case studies
to demonstrate where the prospect is right now versus
where they want to go.
What are the outcomes and goals
that they're looking to achieve?
So by really understanding their challenges,
in many ways better than they did before,
the more likely you are to be able to demonstrate
that you know exactly how to solve them
through the examples and case studies that you show.
Number Four- Have an arsenal of case studies.
So case studies are like an arrow in your quiver, right?
You never know when you're going to need it
but having a number of different case studies.
And again, what a case study really is
is just a client example.
It's an existing customer,
an existing client that you already have,
and you're talking about their journey,
from the challenges that they face, to what you did,
to what they ultimately accomplished.
And having an arsenal of these,
depending on who it is that you're talking to,
is going to be really powerful.
You never know exactly what the prospect's situation
is going to be until you start talking to them.
So having a number of different case studies is really going
to help you be able to pull out the right arrow
for the right moment when ultimately it's time to present.
Number five, get them engaged.
I still find that so many salespeople are presenting
in a way that is very one sided.
It's a one-way monologue.
But what we really want to do is turn
even the presentation phase of the sale into a dialogue,
into a two-way conversation.
And so when you demonstrate a case study
or you share a case study,
what you ultimately want to do is bring the prospect back
into the conversation.
You might share that case study and then say,
"So does that make sense for what you're going through?
Or do you see how that might work in your world?"
And get the prospect to say, "Yeah, I can see exactly"
or, "Eh, actually, we're a little bit different,"
and then you say, "Well, tell me how."
By getting the prospect really engaged
in your presentation,
now you are turning this into a two-way conversation
where they actually are engaged
in the substance of what matters.
So the more you can get your prospects engaged,
the better off you will be.
So there are five keys
to a great case study presentation in sales.
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