Hi, I'm Dan Martell, serial entrepreneur,
investor and creator of SaaS Academy and in this video
I'm gonna teach you how to capture a customer case study
that doesn't feel awkward for asking and provides a
step-by-step script to get the thing done and
drive new customers to understand how
you solve problems for your existing customers and be sure
to stay to the end where I'll share with you a exclusive link
to download my customer case study creator worksheet that's
gonna make this seem simple.
(upbeat music)
So one of the best ways to show customers how to use your
technology or your innovation is to show them how existing
customers are using that.
And when I started my company Clarity.fm it was a marketplace
for entrepreneurs to get advice over the
phone by other entrepreneurs.
Lot of people were like, "Hey, this is cool but who would
"I call and how would I use it?"
And one of the first thing we did was create a whole case
studies page so that we can profile and highlight the
customers that were doing and taking action the way we would
love all of our customers to do.
I mean the ones that spent thousands of dollars a month
calling other experts to get advice to grow their business
and it really comes down to these five steps.
Step number one, the moment.
You need to figure out what moment happens when your
customer gets a win so that you can ask for the case study.
Because the last thing that you want to do is ask somebody to
talk about their experience to find out that they really didn't
get a whole lot of value from your product so far.
And the best way to do that is
to empower your customer support team,
your account managers, your customer success team to
identify and look for those shares from their customers.
So maybe the customer support person gets an email back from
the client saying, "This is amazing.
"We love the product.
"It's rockin' it for us," and they go,
"Hey, would you be open to doing a case study with
"our marketing team," and have a simple way for that to happen.
Step number two, start with the problem.
So when you're asking a customer,
and this is really the next four steps kinda create the script,
what you want to do is start with the problem
the customer was having.
What was real in their life, in their workplace that made
them decide like enough's enough and I need to go find
a solution to this problem?
So that's the first section.
Step number three, the search.
You want to ask your customers what their journey was before
they discovered your product.
What things did they try? What did they experiment with?
What were some solutions they might've tried internally?
Sometimes you find out that customers tried to manually
solve a workflow issue themselves using a spreadsheet
and maybe some email notifications but having that
context and giving some highlights onto that search
process really helps new potential customers connect with
how your product might make sense for them in their world.
Step number four, the solution.
You want to ask your customers to unpack and you're gonna have
to tell the story on their behalf and get them to confirm
essentially what was the solution that they felt really
solved the biggest pain to their problem?
What specifically, the features that they use
within your product, how does it work?
So you can explain to them.
You know they use this feature and this is how it works and
this is how you set it up and why they chose you
versus your competitor. That's the solutions step.
Step number five, the results.
What specific, and this key,
benefit and results did your customers have?
What was the impact of using your product?
At the end of the day people want to know that they got an
ROI and that's usually from a time-saving or making more
money, maybe communication clarity but try to unpack and
when I think about finding the right case studies,
I'm trying to find customers that had different types of
results from different industries so that I can use
those, especially in a sales process,
to share those with potential prospects to say,
"Hey, there's people just like you that got the result that
"you're looking for and here's how it worked for them."
So focus on the result.
So quick recap, step one find the moment your customers win
to ask for the case study.
Two, start with the problem they're struggling with.
Three, discuss their search process to
discover your solution.
Four, talk about the solution specifically and how you solved
their problem. And five, what were the results they received,
the benefits from using your product?
As I mentioned at the beginning, I want to share an exclusive
resource the customer case study creator worksheet which will
outline those four specific steps where you can just answer
the questions in the worksheet
and the case study writes itself.
You can click the link below to download that resource.
If you enjoyed this video,
be sure to click the like button,
subscribe to this channel and be sure to share it with a friend.
Thanks for watching and I'll see you in the next video.
(clap) So busy.
- [Jared] We can go right now.
- [Dan] I'm gonna go get some coffee, bro.
- [Jared] Oh, okay.