What does Sales Case Study means?

In order to get a customer on board, you have to show them the benefits of your product or service.

The focus of a case study should be on how your company helped someone, not about the success or failure of your business. This is an easy mistake to make.

It is important for salespeople to be data-focused and have an understanding of the customer’s problem. It should also include how your product helped them solve their issue.

Sales case studies give you the opportunity to show your product in a way that is most appealing.

Building trust with your prospects is one of the most difficult things to do in sales. One way that you can build this essential relationship-building element is by being generous and using gratitude as a strategy.

It is important to remember that a sales case study, with its inherent testimonial quality and specificity of information about your product or service, can be one of the most powerful tools in any sales arsenal.

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Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
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The Importance of a Sales Case Study

A tool is only as good as its craftsman, and its the same with sales case studies. They aren’t a “smoking gun” that will close any deal right away, but in the hands of an experienced salesperson they can help you maintain control over your message and deflect objections.

Richard Harris of the consulting firm, Harris Consulting said this:

People are not just motivated by pay. Case studies can provide validation for your product or service, but they dont actually make the sale.

The real value of a sales case study only applies once you have established credibility with the prospect. In most cases, it just means that they can see your legitimacy and feel like they are checking off an item on their list.

The sales case studies I have been able to collect are a result of the little bit of research that has gone into this topic.

Real-world validation is key. When you are just hearing a pitch, it’s easy to say yes or no because there isn’t any risk involved. But when people can see your product in action and how it helps them with their problems, they will be more inclined to buy from you.

Studies show that customers are more likely to buy when they have information about the product. When there is no case study, people will be less inclined to purchase.

How to Utilize Case Studies in the Sales Process

There are a number of ways to use case studies in your sales process. First, you can make the customer part of it by telling them about how another client with similar needs was helped and solved their problem. Second, as mentioned before: some customers like knowing that other people have already been through what theyre going through.

How to use case studies? Phil Gerbyshak, VP of Sales at Vector Solutions and expert in sales management, explained to us the different ways his team utilizes case studies.

My sales team relies on sales case studies to show how they can help clients.

They are used to open a conversation, overcome objections and ask for references.

The idea of social proof is important. It builds trust in your companys ability to follow through with its promises and solve the customer’s problems.

In this article, I am going to give you some practical tips on how sales marketing case studies can be used at every stage of the buyers journey.

Attracting and engaging new leads

Case studies are a great way to attract your ideal customer. They also have the added bonus of reaching out at precisely the right time, when theyre actively looking for solutions.

Rather than a one-page write up, think of writing about the challenges company X was facing and how their problem was solved. Be sure to include what your product has done for them.

Webinars are a great way to use sales strategy case study as well. In addition, they also provide free downloads that can be used in your marketing efforts.

The key to writing a good testimonial is focusing on the customer and their successes, not your company or product.

Company X was not able to keep up with demand, so they had to do something about it. They doubled their revenue in Y weeks by changing the way that they handled customer service.

Company X succeeded in overcoming the problem of Y with help from [Product Name]

I was at a conference where the speaker talked about social selling and how it can help sales. The article provides seven rules for storytelling in sales to make sure that your story is compelling.

When you first meet a new lead, be sure to find out what they do and send them an email with links to some of your best case studies. It will show that this is more than just a job for you.

Building confidence during discovery and demos

A case study is a way to prove that your product does what you say it will. They can be used for various purposes, including answering questions and showing use-cases.

I have found that a good way to maintain a positive dialogue is by using the Call Out Card when I am on calls. It can help prevent things from going stale or getting off track.

Phil told us that his team makes the offer a natural part of their conversation. They will ask something like,

“We have a company like yours that’s been using our services and they’ve had great success. Do you want to see their results?”

I used to think that features were the most important part of a demo, but then I realized that case studies can make it more engaging.

One way to motivate salespeople is by telling stories about past customers who had difficulty with a certain product or issue, and then showing how your companys products are the solution.

You dont need to trick prospects into looking at case studies. They want the information and it will help them make a better decision.

Prospects are often interested in case studies, so I try to just ask them if they want me to show it.

Overcoming objections

A case study is one of the most valuable tools in any salesperson’s arsenal because it can be used to address objections.

Alex Greer, founder and CEO of SIGNAL HQ explains that

It is always a good idea to provide demonstrations of the product and show how it has been successful in other businesses. Demonstrations can help alleviate fear that an investment may not work or generate enthusiasm about new capabilities.

Fear is the worst thing that can happen to a salesperson.

Customers have to take a leap of faith when they buy your product. They invest time and money in it because you offer them something that will help their problem, but there is always some fear associated with making such an investment.

Sales case studies are a great way to gather information from your customers. They can be used for both marketing and product development, since they help the company address customer pain points.

Phil then mentioned how his company is upfront with customers about the best way to deal with their needs. For example, if a customer’s main concern is delivery time they might say “we can do that for you”

Ive dealt with clients who were worried about the same thing, and this is what they did to help alleviate their concerns.

Similar is the key here.

One of the most important things to do when writing a sales case study is to make sure that you are very specific about your customer. Richard Harris says that,

The sales case study is very effective for potential customers, but they usually dont believe that the situation will be exactly like theirs.

Ive found that many prospects think their company is unique and, as a result, they refuse to look at case studies. However, some companies are indeed different from others; this doesn’t mean we should ignore the possibility of using them.

If you think that all prospects are the same, then I have news for you. You will be fighting an uphill battle to convince them of your case study.

Cases that are too different from the case at hand will be more difficult to win, which is why choosing a close-but-not-perfect example may actually cause problems.

To save time, look for a case study that is as similar to your own as possible.

Three Types of Case Studies

There are three different types of sales case studies.

  • Explanatory
  • Instrumental
  • Implementation

In the following sections, we will discuss each of these types in more detail and provide a case study example for each.

1. Explanatory Case Study

When you are meeting with a potential client, it is important to provide them with all the information about your product before they make any commitments. If not, then there will be no sale.

Explanatory case studies are very useful for getting people to understand how something works. They use one or two sales interview case study examples of a phenomenon and show the potential client what they can do.

Business Problem Case Study Examples: Chargebee

Freshdesk was able to scale their customer base from 500 to 8,000 by implementing a single dashboard. They were initially hesitant about this change but Chargebee has the details in an explanatory case study.

2. Instrumental Case Study

One way to help prospects understand the benefits of your product is through an instrumental case study.

This type of case study is less about the results and more about understanding how to use a technical product. When it comes to writing, using plain language can be difficult when you are talking about something complicated.

Sales Case Study Example: Aspire Systems

Aspire Systems is a company that specializes in data integration and has an impressive case study. They did this by simplifying complicated terms with pictures of their architecture.

3. Implementation Sales Case Study

A quick and easy way to demonstrate your products success is through a case study. The article describes the importance of showing what problem needed solving, how it was solved, and who benefited from this solution.

To help motivate sales reps, it is important to provide them with a tangible example of how they can be successful through the use case study. One way this can happen is through implementing relevant case study that is either one page or many pages long but always have the problem being solved, how the solution was executed and why these implementations stand out as an example for other companies in similar industries.

Sales Case Study Example: Mitsubishi Electric

Mitsubishi created a sales process case study for their air conditioning solution that helped Twilight Cruises address passenger complaints. The company ensured that they were able to communicate the benefits of this product in an authentic way, which builds faith and trust among readers.

Making Case Studies Easy to Utilize

To have a successful sales case study, you need to be able to choose the perfect one for that moment.

In the process of being a salesperson, you will be given many resources that can help with selling. You may have been given information about different products and their specifications or even sales case study examples to learn from.

When we’re faced with a large pile of tasks, it can be overwhelming and difficult to find the one task that will make all the difference.

Alex Greer, a salesperson for 20 years and former VP of Sales at a Fortune 500 company had some more tips to share with us.

To help your sales team get the information they need to be successful, its important that you organize an index of all referenceable customers and collateral. This can include something as simple as a spreadsheet or more robust asset management system like Salesforce.

The customer reference index should have tags that differentiate between permissions given by the customers, since they all give their own set of permission.

Is it possible to use this article in a written piece of communication? (YesNo)

We would like to display your logo on our website. Is that okay?

I can now see that I was wrong. A paycheque is not the only thing motivating people, and with this new understanding of what motivates employees to work hard for their company, I have been able to improve my own sales force’s performance.

The article provides testimonial videos from employees who were grateful for the opportunity to work at a company that cared about their personal and professional growth.

The article includes links to some of the author’s written sales management case study.

Links to Webinars

Links to Slides

Indexing your case studies will save you time because its easy to find the right one for a specific situation.

Indexes like this are useful, but it’s also important to be familiar with your case studies. You need to know what points you should start talking about when meeting a client.

Having an index like this on your website is a great way to generate sales leads. It can do much of the work for you.

Create a case studies page

One of the best resources you can provide on your website is a page filled with all of your case studies. Your sales team members should share these to show prospects that they have been successful in their previous work.

This does two things for you.

  • The work that you do for other companies will eventually attract new customers who are impressed with what they see.
  • When I first started hiring salespeople, pay and commission structure were the only things that mattered to me. It turns out that its not enough motivation.

You can use the prospects needs to find studies that are relevant and will resonate with them. This way, you don’t have to try so hard for their attention.

Outreach does a great job of giving their customers the opportunity to tell others about how they were able to succeed because of Outreach. This is done on their Customer Stories page, which can be found easily and includes many success stories.



Todays buyers are used to having a lot of information at their fingertips. When buying anything, they will first look for reviews from other users.

According to Deloitte, a recent survey of consumers found that 81% read reviews and check ratings before making a purchase.

So make the data available.

Allow your customers to do the selling for you by providing them with all of the information they need about what sets you apart from other businesses.

If you dont have a blog on your website, then create one. Your site is free real estate to sell people on the quality of your company and product.

Utilize case studies to get sales case studies

Sales case studies and reviews are important because they show you what is working for your company. They also allow customers to leave feedback about their experience with the product or service that has been reviewed.

Phil Gerbyshak’s team does this by being straightforward and telling the candidate,

When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough motivation. However, people are not motivated by high base salary or lucrative commission structure alone.

This will help keep your sales management case studies page and index full. These are the tools that you can use to ensure each deal moves forward.

What NOT to Do

Case studies are a great way to show the effectiveness of your product, but there is always room for improvement.

Be honest and dont exaggerate.

These days, it is easier than ever to verify information. If you are caught in a lie, your credibility will be compromised and the sale may not happen.

Dont be condescending.

If youre trying to motivate a customer, the case study should be very similar. The example should show how they can benefit from your product and that it’s not just for others.

The key to motivating your sales team is not about how great the company is, but rather what you are doing for them.

In the case study, focus should be on what’s in it for the customer.

If you sound too much like a commercial, your customer will lose interest.

If you give people the impression that they are being sold to, it will make them stop listening or trust what is said. They’ll start looking at everything critically and questioning if what was told is true.

If you do a case study right, your company will still come off as great even if they never directly hear it from the horses mouth.

Dont forget about the data.

A good case study should be backed by data, even if it is told in story form. This has the added bonus of being able to use graphs and charts as a visual element.

Case studies are a powerful tool for salespeople. If you’re in the business, then get yourself some!

Bring your case studies to the meeting and use them as proof that you can help.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.