Customer Case Studies - 7 Tips for Recruiting Customers to Join Your Marketing Reference Program

By Sally L Jones

job, jobs, career

So you've decided you need a customer reference program to enhance your marketing activities.

You want to create a mix of audio, video and print success stories.

You're looking for customers who have achieved great results with your products or services. Where do you start?

Tap into the human factor

 

Ask your sales people to be on the lookout for compelling customer stories. "Sales people, by their nature, are quite persuasive and know customers well," says Steve Slaunwhite, a well-known B2B copywriter and author who has written dozens of case studies.

Let sales people do the asking

Often the people in sales have the closest relationships with customers. Capitalize on those relationships by having the sales person do the "asking."

The customer contact may say "yes" to someone they perceive as more of a personal friend or close associate. When a company is undecided about a case study project, this loyalty often tips the balance.

But the people in sales may not see case study referrals as a high priority. What can you do?

Offer clear and enticing incentives for case study referrals

Many companies set up a formal referral system for success stories and even offer incentives to employees who identify strong candidates. Incentives may range from gift certificates to cash bonuses. Sales reps respond best to clear incentives.

And don't forget the role other employees - receptionists, etc - may have in finding potential case study subjects. Often these people speak to your customers regularly and may have better rapport with them because of longevity with the company or ease of communication.

Lay the foundation for a success story before you make the sale

You may even want to plant the seeds for a success story during the sales process - BEFORE a customer buys from you. Illustrate your commitment to customer satisfaction by saying, "If we exceed your expectations with our product or service, we'll be coming back to you in two or three months to tell your story."

You've created an expectation that may advance the buying process AND set the stage for a future case study request.

Choose the right time to feature customers

Customers who have just bought from you may not have reaped the full benefit of your product or service. And long-time customers - while more willing to participate in a case study - may not remember in detail the specifics of the problems you helped them solve.

Each industry, each type of product, and each service offering will have a unique timeline for success. A SaaS computer application may yield measurable results within a month or two. A consultant offering business coaching to executives may need six months or more.

Take a look at your customer's results and listen to their story. You'll know whether their success would convince another company to do business with you.

Target a diverse pool of customers to feature in case studies

Potential customers reviewing your case studies MUST be able to see themselves in the stories. A family business with 10 employees will not easily relate to a story featuring a multinational Fortune 500 corporation. An extreme example?

Perhaps, but remember that customers don't want to gamble on you and your company. They want assurances that your products or services solve THEIR specific problems.

Create and update a "wish list" of success stories and communicate that information to everyone in your organization who interacts with customers. Be specific about the types of companies and stories you're looking for.

Search your company database for potential candidates

Consider the various customer niches - industry types, geographical locations, products/services - that your business targets. As you focus on rounding up customer candidates, look for quality stories that fill these niches and dovetail with your current marketing goals.

Develop a tracking method - a spreadsheet or database - you'll use to pinpoint the types of stories you lack and record those you've secured. You'll minimize the time spent on your customer reference program and maximize your marketing strategy.

Using these 7 recruiting techniques will rapidly fill your reference program pipeline with customers who have used your products or services successfully. You won't find a better way to show off your product or service than aligning yourself with the success stories of your best customers.