Case studies are one of the very best ways to demonstrate how your products and services have met the needs of your clients. In the B2B world, the buying decision may include many people and is more emotional than a B2C decision because of what is at stake. Case studies have long been recognized as a way to help in the decision making process, to validate choices, and nurture trust. They can be even more powerful when they are presented in a storytelling format that focuses more on what happened to the client, than on the products and services they used.
To be adept at business storytelling, you must first be a listener. This is because the story that you need to tell is not the one about you, what you do and how you do it. It’s the story about your client, their problem and the journey they went on to find a solution. How do you get your client’s story, and what do you do with it?
If you're like most business owners, you have plans, and you have priorities. But you wonder if the initiatives on which you are pointing your energy and resources are the ones that are going to have the biggest impact on your business. What you really want is to do is to find the rock that will cause the biggest ripple in your organization, moving you towards your goals. If this is you, ask yourself how your plans and priorities are focused on your clients. Sounds obvious, right. In fact, you might think you're already doing everything you can for your clients, but maybe it's time to be more intentional about getting into their heads. Start talking more often with your clients and make it a habit.