Case study
How a similar customer moved from problem to outcome.
- Stage
- Building confidence
- When to send it
- Send to reduce perceived risk.
Why this one earns its keep
Risk, not doubt about value, is what kills most considered purchases. A buyer who believes it works still has to believe it will work for them.
What a good one has
- A customer the prospect recognises as being like them - size, sector, situation.
- The state before, in their words, including what they had already tried.
- A number at the end. "They were delighted" is not a result.
How to produce it
- Pick the customer closest to the prospects you are trying to win, not the most famous one.
- Ask them what the situation was before, and write down their phrasing.
- Get one number you are allowed to publish.
- Draft it as: like you, tried things, what we did, what changed.
- Have the customer approve it, then produce it.
Start free to turn these steps into a plan with dates on it.
How you know it worked
Later-stage deals stop asking for references.