THE SUCCINCT CASE STUDY ─ A SALES TOOL OF GREATLY INCREASING VALUE

By George J. “Lek” LoechlPrincipalMarketing 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 MORECustomers 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 HAPPENEDYou 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” SectionProvide 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 SectionThe 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 SolutionHere’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” SectionYou’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 QuoteAsk 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!