How often do you feel sceptical when you’re being sold to? If you’re anything like me, probably pretty often! As though, ‘sales people’ are a special breed of person that will tell you whatever it is you need to hear in order for you to sign on the dotted line...
So, what must the sceptics of this world feel like when you’re trying to sell them a service, with no proof that you can actually provide what you have promised? One of the ways to combat this scepticism is social proof – testimonials, case studies, evidence of results...
92% of customers read online reviews and testimonials before making a purchase and 72% of them say positive reviews and testimonials make them trust a business more, so in summary – you need them. They are business critical. And, it’s no different in recruitment. They allow you to showcase your past successes to new leads, present your abilities and UVP publically through a customer’s voice & grow your brand awareness and reputation. One of the benefits of using case studies is that they represent the view of your candidates and clients, not your companies’ view. Blog posts, webinars, white papers, and other types of content that come directly from your marketing team are often viewed as self-serving, meaning that people tend to be slightly more sceptical of them. Case studies come from the mouth of the customer, so they act as a third party endorsement of your brand. Including direct quotes can add even more credibility. Case studies make great collateral for sales and marketing. They’re also helpful when your sales team are dealing with prospects that have very specific problems or needs. If you have a library of case studies to pull from, sales can point the prospect to the case study that most closely resembles their situation. Often, working a case study in at the right time in the sales cycle can help close deals off.
Getting a case study
So, how do you manage to get a case study from your clients which quite frankly, don’t have the time? This is where service levels from initial contact are crucial. It is a matter of fact that if you have built a genuine rapport with a client they are much more inclined to give you a personal testimonial. Make it easy for your client. If you want a testimonial on your LinkedIn page, send them a link to the testimonials section on your LinkedIn page. Finally, ask nicely and don’t be afraid to tell your client show much it means to you and how much it will help your business. When you create a case study, you typically approach several of your clients or candidates to ask them to participate. This process will naturally lead you to the people who are willing to become your brand advocates. The fact that you have customers who are willing to vouch for you speaks volumes about the quality of your service. With businesses being forced to lean more and more on word-of-mouth marketing to cut through the advertising and marketing clutter, adding case studies to your marketing strategy can prove invaluable.
Structuring your case study so that it’s an easy read and is engaging is paramount to their success otherwise, what’s the point in writing one? No one will read it. They need a beginning, middle and end. Start off by explaining your client’s problem, it may be that they could never source any 1st class graduates for their grad scheme. Then the middle explains how you have solved this problem for your client... sourcing them some great 1st class grads which you have successfully placed into their scheme. And finally, you present the results. How well these graduates are doing in their new roles and the results they are achieving. This benefits yourselves and the client which adds value to them... meaning you may have more roles to fill in the future. Taking the time to create some great case studies will help generate leads and ultimately, boost sales. It may seem like just another task on your to-do list, which doesn’t have any short term benefits – but they will payoff in the long run.