Selling professional services is about the value your services deliver and the impact your services have on your client’s business. There is little debate about this fact. Thus, the question is not, “Should I sell the value and outcomes of my services?” The question is, “What are the best ways to go about selling my firm’s value?”
Enter case studies.
Strengthen your sales process (Photo by jontunn)
Prospects want proof when you are selling something intangible—they can’t see it, touch it, or feel it—and there is no guarantee what you’re selling will actually work. Case studies and success stories help you overcome those barriers. They show tangible results and demonstrate your expertise, and they instill confidence in you and your firm’s abilities.
Case studies can do several things for you:
- Build Stronger Relationships: Your credibility is strengthened with third-party testimony and proven results. This increases your prospects’ level of trust, making it easier for you to build strong relationships.
- Garner Higher Fees: Case studies demonstrate the value of your services. For example, prospects could see that you helped a company in a similar situation save $2 million in operational efficiencies. They then believe you can do the same or similar for them. And that helps them justify spending $200,000 on your services.
- Build Thought Leadership Capital: Case studies can provide the raw material for your articles, blog posts, and speeches, helping you to become known as a thought leader in your industry. For example, an industry conference might invite you to speak about your client work after reading a number of your powerful case studies. Or you may be able to take the key points and insights from a client case study and repurpose them into tips you share in your blog.
If you are having trouble selling the value of your services and getting your prospects over the hump, consider publishing and distributing case studies that showcase your impressive track record.
Let’s hear your success stories in sharing success stories. How have they helped you (or not) in the sales process?
