Monday, February 06, 2006

Use of Case Studies -

I am frequently alarmed that sales people neglect to ask for what is called a "case study" - or letter of recommendation from their clients.

WHY?

It amazes me that this is even an issue. The most compelling, best marketing piece you can EVER use - is a case study.

I'm not talking about a "corporate case study."

I'm talking about a CASE STUDY ABOUT YOU...(the person)


One of the best experiences I had in a previous job was a letter (before email) - that I could walk around with, and in meetings show prospects how my client felt ABOUT ME. It made extra mention of my focus to their needs, extra effort I put forth, and trust. It was a great read, and infact, I used it is a conversation piece to let them know, if I provided similiar value, I'd be asking them for a similiar note.

The letter focused on BUZZWORDS that work.

Email,(the use of email as part of the sales process) makes this harder to present to prospects. But, a short 4 or 5 lines from one from your best clients -- at the bottom of your follow up email, accompanied by your information does wonders.

Simple, yet not many take advantage of it.

The steps are as follows:

* ask your best client for a short letter of recommendation ABOUT YOU.
* use the letter to assist in the sales process
* watch the results

BAM.

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