So you want your prospects to know they’re going to achieve success thanks to your service ?
Naturally. But how do you do that? Well, you can start by putting yourself in their shoes.
Your B2B prospects are also your B2C customers. Rethinking the professional as a simple human being is the most straightforward way to demystify the B2B buyer.
Your customer, when checking out a relatively costly product on the internet, probably looks at the description, the price, the reputation of the manufacturer and the website, and above all… The reviews. That’s right.
Let’s say our customer wants to buy new running shoes. As he weighs two pairs and reads reviews, he finds this:
“This is the best running shoe I’ve ever owned. They got me through the New York Marathon and I just signed up for Iron Man! When I wear them, I feel like I’m floating and I’ve recommended them to everyone I know.”
After reading the comment, our convinced customer decides to buy his running shoes.
Just like that.
Reviews are the Holy Grail, they’re what make us identify with others.
B2B BUYERS ARE SOCIAL ANIMALS TOO
People’s life paths, problems they encounter and how they resolve them are to thank, not marketing speeches. It’s not a company buying your service, it’s a person with his story, his conflicts, his wins. So make sure that you connect with them on a deeper level, not a corporately-pristine-artificial one.
Our identity is formed by what other humans tell us about themselves.
We always seek peer approval whenever we have to make tough decisions. Our confidence in a decision is bolstered by the endorsement of someone looking like us.
Despite our social nature, we still want approval from others.
The same applies to B2B Saas and Tech products. This is because the example of a client is much more powerful and helps your prospects VISUALIZE their own success.
THAT IS WHY CONCRETE EXAMPLES PROVIDED BY YOUR CUSTOMERS ARE THE BEST CONVINCING MATERIALS.
Cause we’re human.
Case studies serve this exact purpose. Through them, one can transpose, visualize, and put himself in another’s shoes.
HOW DO YOU CONVINCE PROSPECTIVE B2B CUSTOMERS ?
It’s all there. With your most precious asset: your customers.
Do not let your clients leave after you have sold them your services; make sure you interview them after selling your services. Engage them, maintain the relationship.
The process of interviewing your clients will go much deeper than simply asking them for a review. Although it might be uncomfortable to ask your client about things after the transaction is completed, remember that positive reviews will attract prospects to your business.
Your client’s story helps other prospects identify immediately with the protagonist and his conflicts.
As a result, you’ll have an audio that contains all the small details your prospects can relate to on an emotional level.
These audio files can be reused in snippets, quotes, video scripts, on your website, your social media, in newsletters, by your sales team, etc.
The possibilities are endless. All of this was made possible by only ONE client.
Can you imagine what is possible with multiple clients?
A stellar customer success story is a sought-after piece of marketing material, but case studies are not always easy to create. Customer approval, conducting interviews, writing, editing, and getting customer consent are some of the challenges.
If you find yourself overwhelmed, you can seek our assistance. Everything can be handled by our team, from interviewing the stakeholders, validating their opinions, to writing a compelling, relevant case study that will outperform any other marketing tool.
Click here to get your case study
