Improving Your Case

Stories: Center for Sales

Strategy Insights

Case stories are essential to your sales team's success. Let us show you how

we can help you make your stories tangible and use them to create more

value in your sales.

by Christian Schönström-Lund

How to Use Customer Case Stories to

Build Trust and Win Sales

Your cases already create trust..

Most customer cases create trust. They

emphasize your expertise and the positive

outcome for your customers

in general terms.

But the lack of specific, measurable outcomes

means that your salespeople can't use them to

create value.

But they can do so much more

It's the difference between

"..our sales increased

quite a bit in the first year" and "our sales grew 20%
faster than the market, and we realized an ROI of

34% in the first year."

Facts like these enable your salespeople to

demonstrate the tangible value of your solutions.

This is How You're Leaving Value on

the Table

Weak Interviews

Marketing is rarely trained in

the interviewing methods that

uncover the busines value of

your solutions.

Bland Message

When the business value isn't

apparent, your customers have

only one way to distinguish

between offerings: Price.

Lack of Emotion

Facts are important, but so are

stories. Making your cases

more personal will increase

their emotional impact.

Our Solution: Improving Your Case

Stories - and your Sales

Interviews

Our interview methodology
enhances your case stories

Gain insight into your
solutions' value from your
customers' perspective

Understand why and how
they made the decision to
buy from you

Story Development

Use the information from
our interviews to improve
your cases by yourself, or

Let us create measurable
cases with an emotional
impact

Use the cases as a starting
point for new content

Sales Increase

We can train your
salespeople in using the
cases to calculate the effect
of your solutions and
decrease price discussions

Price discussions decrease
as your team learns to
create value on the spot

Customer Success Story: ABC Co.

Customer Challenge

One customers sells a

solution that improves web

page functionality but didn't

know how their customers

justified their investment.

Our Solution

Our interview uncovered an

ROI of 51% in year 1 and 242%

in 5 years. Quote:

"The

business case was a no-

brainer."

Results

Today, the salespeople use

the case as a blueprint for

building business cases. We

expect a decrease in price

discussions.

Next Steps

If you want to improve your sales team's ability to create real business value,

partnering with us to create tangible customer stories is a great place to start.

We combine the best tools from top companies and the newest research

from world-renowned universities to help you succeed.

Book a meeting