How to ask for case studies

During a Position for Growth workshop last week, I asked our client - “Client X” - what quantifiable results they had achieved with their clients.

Btw! A quantifiable result is a measurable outcome, expressed in numerical terms.

Like “2x ROI achieved in the first 12 weeks” or “project turnaround time reduced?by 10% in one month”.

Anyway, it transpired that our wonderful Client X couldn’t cite a single quantifiable result (and let’s just say, they’re not a tiny start up!).

Client X knew they’d achieved great things for their clients. Their top line and staff retention echoed that. But they didn’t have a single case study to reference.

Discussions continued, and it transpired that:

• Asking for social proof felt a bit icky and desperate
• When feedback was requested, it was often met with silence
• Results were difficult to quantify because they’re hard/time-consuming to track

So today’s article is two pronged: a) to convince you that it’s definitely not icky to ask for social proof, and b) to provide you with a step-by-step guide for asking for it (in a way that’s difficult to ignore).

Why you should ask for social proof

First thing’s first, let’s cover why you need social proof, then why your client will be happy to give it.

For yourself

Gathering social proof can help to:

1. Give your brand credibility and build trust with prospects, because they recognise that you’re advocated for, by third parties
2. Improve conversion rates
3. Initiate conversations with dissatisfied clients
4. Reaffirm a good decision made by a purchasing client, helping to swerve “buyer remorse”

For your client

Not only will some clients see your request for feedback as a form of flattery, but typically, they’ll be more than happy to share their experience with you.

In doing so, they’re helping to ensure that your end product/service meets their expectations (as requirements evolve), you continue to solve problems (you can’t fix what you don’t know), and their needs are fulfilled.

How to ask for social proof

1. Determine who to ask for social proof from

I think it’s important to get insight from all of your clients (even if you don’t believe they’ll respond to your request, or don’t feel they have anything positive to share).

But for the purposes of getting a quantifiable result, your best bet is to start with clients who have given you a positive NPS (net promoter score) or who have referred you business recently. Both strong indicators of a happy, smiling client who is likely reaping the benefit of working with you.

2. Decide what you want to ask them

At the bare minimum, there are two aspects of social proof that you absolutely need to get.

The first is to get a quantifiable result. And the second is to get an emotional response.

Humans decide with their heart, and then rationalise it with their brain. The emotional response rationalises it, then the quantifiable result validates it. And you can’t argue with the numbers (that’s the logical aspect).

A question to trigger a quantifiable result:

“Brad Pitt, what has Client X helped you to achieve in numerical terms? Be that improved ROI, time savings, cost reductions, etc.”

A question to trigger an emotional response:

“So Brad, what would you say to anyone that might be considering buying [Service or Product] with us?”

3. Make it worth their while

Your clients are busy, and you shouldn’t expect a swift response in many cases. That is unless you incentivise their response. If this feels like bribery, then you’re not doing it right. Any “compensation” should be small and near inconsequential, but ideally provide a warm, fuzzy feeling.

So at the very least, offer to send a coffee voucher to your client for their time, or give them something genuinely useful like a free strategy session, a free 30 day upgrade to your software, etc.

If neither of those work, offer to make a small donation to a charity of their choice.

It’s easy to ignore you. It’s harder to say no to charity.

4. Get the best person to ask

Whoever your client has a good relationship with, is the best person to ask for the social proof.

In most cases, this will be the account manager.

In some instances, it will be the founder or sales person.

5. Make it easy for your client

Don’t insist that your client should travel 3 hours to meet you and give an in-person testimonial. It’s not convenient.

Get your client on video. Book the testimonial at the end of a regular catch up call (so you aren’t eating into their time).

You aren’t leading the witness by helping your client determine the positive impact you’ve had on their business.

N.B. In going through this process with your clients, it may prompt the need for you to create some sort of tool or calculator or software upgrade, that helps your client to measure their progress. Or, to take a “before” snapshot during your onboarding process, and an “after” snapshot every 3 months.

6. Repurpose like you’ve never repurposed before

More tips on that in this article... Click the image to read it!