Case Studies: Compact, Concise, Clear
There are tons of arguments across the internet in support of the business case study. In “case” you’re not familiar (😜) here’s a broad definition we’ll work with today:
“A case study is a research method that involves an up-close, in-depth and detailed investigation of a subject of study and its related contextual position” (Essay Min).
In business, especially in sales, we tend not to think of the case study as a research method, more of a collection of information regarding a client. But seeing it as research can help us reframe its importance in our workflow.
Because the case study IS research. It’s an investment of time now that will help us save time and resources later.
In sales, case studies can be used in two ways: internally or externally. Let’s briefly explore both options.
External Use
Externally, “case studies are a marketing staple. Businesses use them to show how their product or service has been implemented successfully by customers. Instead of simply talking about a product, case studies allow businesses to show how their product can be used” (Switch Video).
When creating a client-facing case study, you’ll want to package it accordingly. Use the most successful business case possible, dress it up in sleek branding, maybe even print it out in a fancy folder.
This type of case study is strictly as a marketing tool, to generate more sales. And that’s an important type of case study.
It’s not, however, the type of case study we’ll be digging into here on the blog over the next few weeks. Over here we’re going to unpack the internal case study.
What’s that, you say?
I thought you’d never ask 😉!
Internal Case Study
The case study created for internal company use is more of a growth tool and can be, when used correctly, an extremely useful exercise.
Because “no matter the technology or product, every enterprise will face challenges. Business case studies can serve as a great before and after tool to help break down and analyze those challenges and the solutions employed to solve them for your IT team” (Pan Communications).
In every project, it’s important to have three stages: before, during, and after. Most companies (and sales professionals) have an easy time with the before (planning) and during (execution). It’s the after (review and reflect) that often gets pushed aside. We have other things to do after all, other projects to get under way.
Why spend time on something you’ve already finished? TO SAVE TIME IN THE FUTURE.
Reflection on a “finished” sale or project is just as important as prep time or execution. It’s this time that serves you most with future sales as you’re able to get a birds’ eye view on how the overall process worked.
You can ask high level questions:
What went well?
Where did we stagnate?
What could have been better?
Where did we experience bumps in the road?
And since the sale’s already been completed (successfully!), it’s easier to answer these questions honestly. There’s no money or jobs on the line.
Over the next couple of months I’ll share several case studies I’ve completed, digest each section, and even offer a free template for you to easily start completing case studies of your own.
We’ll discuss how and why case studies should be a regular part of your sales practice, no matter what you’re selling.
Of course names and companies will have to be redacted…unless you want all the deets – you can join our Patreon community for that!
Don’t forget that every new blog series at This Sales Life includes a juicy new freebie that’s only available for a LIMITED TIME! To accompany our new account planning blog series, we’ve created This Sales Life’s Exclusive Case Study Template. (Cue fanfare!!!)
Join This Sales Life’s email list and receive your Case Study Template TODAY!
This free template will set you up for sales success by providing you with not only a spectacular example, but a clean sheet for you to implement it on your own time.
If you’re enjoying our deep dive into account planning, make sure you snag this free resource so you can integrate the practice into your sales routine. It’s one thing to read about how account planning can help you close more deals and increase your commission, but it’s another to put this knowledge into action. Don’t leave this advice on the blog, take it home to make it work for you!
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This week we’re hopping back in time to share something we’ve posted before that goes especially well with our current topic of Case Studies. Take a look at this post from the archives!