By George J. “Lek” Loechl
Principal
Marketing for Technology
It’s not like the Case Study hasn’t been around for awhile. In
my 15 years of IT marketing, I’ve seen, and worked on, more than a few. But in
the last two years, they seem to have displaced other tactical documents as a
principal tool in moving solution selling forward, sometimes remarkably
quickly. There are probably a number of explanations for the “case” for the Succinct
Case Study. Let’s look at just a few.
WELCOME TO LESS IS MORE
Customers are reluctant to trudge through an overload of
poorly developed and bloated documentation. It seems like the rapid increase in
data stores and the obesity of tactical paperwork have some dysfunctional symbiotic
relationship. Succinct Case Studies, however, are solution narratives — portable short stories that are easy, even
fun, to read, providing a clever platform for underscoring solution benefits
that precisely align with the technology needs of the customer.
WHERE’S THE VALUE PROP?
There is almost a shocking oversight in Value Proposition
integration across go-to-market selling tools, such as PowerPoints, Solution
Overviews, Data Sheets and Web Content. But, provided it is intelligently
developed and sharply written, the Succinct Case Study can be peppered with a
Value Proposition or propositions that ensure your selling thrust is power shot
with top-of-mind awareness.
IT REALLY HAPPENED
You can tell a prospective customer all you want about your
advanced technology, your voluminous certifications and the lofty
professionalism of your staff, but these attributes are all speculative white
noise until the trust factor comes into play. The Succinct Case Study, on the
other hand, is a gold-seal stamp of approval that almost anything you say you can do you actually can do,
bolstering the Provider Trust Factor exponentially.
Says OnX Managed Services Solution Director and DR expert Biff Myre:
“Conceptual selling of technology intangibles is very much based on credibility
and trust that the solution will meet the client’s needs, will do what they
want it to do, and that they are not the first company to implement it. Most
people are rather risk-adverse and do not want to be the “bleeding edge.” One
of the fastest ways to gain the attention of potential clients is through
another satisfied client telling the solution story. Potential clients can see
the validation of their needs and a solution that really works with a provider
who has been there and done that before. The Succinct Case Study puts the
spotlight on a good outcome and a happy client ─
that is what any of us as a “buyer” simply wants. The Succinct Case
Study helps reduce perceived risk and builds value for both the solution and the
expertise of the solution provider.”
A SIMPLIED OUTLINE FOR THE SUCCINCT CASE STUDY
The Succinct Case Study generally should not exceed 750 to
900 words. This is not a White Paper, although the rhetoric may, at times, have
a White Paper flavor. I like to keep my Case Studies balanced at about 60%
business information/40% technology information. Don’t fake the technology
information. You need to know what you are talking about or credibility can go
out the window in one short paragraph.
1. The
“About the Company” Section
Provide background information on
the company and the industry in which it does business. It is essentially a
mini bio. Stay away from technology challenges or problems. You are simply
shedding light on the character and conduct of the business.
2. Business
Drivers Section
The beginning section sets the
stage for business/technology challenges the company may be facing as the
result of various inflections: sudden growth, changes in operations due to
market evolution, issues with data security and storage, risk emanating from
outdated tape backup, inefficiencies with onsite infrastructure. The issues are
endemic to the client. You are the provider; your due diligence will clarify
what needs to be addressed. The beginning section should be followed by three
or four bulleted mini paragraphs that drill down and elaborate on the
challenges previously introduced. Make sure the bulleted information bangs out
the problems in punchy, get-to-the point text.
3. The
Solution
Here’s where you drive home the
bread wagon. A very short introductory section should be cast in tasteful
bragging-rights rhetoric. ABC company critically needed offsite email
application backup to assure business continuity for headquarters end-users and
mobile workers accessing email through smart thin clients. After careful
analysis, ABC company chose Marvelous Technology (your company), an MSP that
backed up the application in a highly secure, private, virtualized/cloud
environment with quick failover should front-end production experience
downtime. Follow the bragging-rights section with five or six bulleted points
that lay out the technology goodness without getting dogmatic. Fly your text at
10,000 feet; don’t dust the crops at 500 feet. Remember, this is going to be
read by non-technical C-level executives as well as IT mavens.
4. The
“Why Your Company” Section
You’re getting toward the end of
the Succinct Case Study. Hurrah! Go ahead and blow your horn a little more by
generally explaining the overall positive outcome you provided the client.
Helpful hint: You might save a couple compelling points that would otherwise be
explained in The Solution section. It’s your choice. But make sure you include
a couple bulleted points that wave your flag concerning certifications, best
practices and roadmap methodology in the assessment-to- implementation process.
5. The
Quote
Ask the executive most closely
associated with the solution process for a quote that specifies the challenge
his/her company faced and how your provider services eliminated the pain points
and made his/her company operate better. Important: Make sure you help with the
development of the quote as delicately as possible. Also, try to get
“flexibility, scalability, affordability and easy-to-work with” as elements in
the quote, as appropriate. Don’t forget to headline this section with the
proper title of the person being quoted.
After reading this, you may have
some questions. I will be glad to answer them. I will also be glad to provide a
few examples of Succinct Case Studies that very closely follow this proven and
successful format. Just contact me through LinkedIn, email me directly at m4tech@comcast.net or call marketingfortechnology.net
at 847-882-3315.
The market is stimulated. Good
hunting!
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