They share case studies with colleagues – Eighty-seven percent share customer stories with at least 1 other person, with some sharing them with up to five or more. When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales process. Yet, Eccolo Media is about as close as anyone gets. At the risk of throwing a bunch of stats at you, I’m providing highlights of the customer story related parts of the survey here. It’s just really good stuff! Pretty impressive, huh? MORE >>

As you've heard here before, a customer's story can be used for much more than just collateral or for website content. Live presentations are one of the hottest ways to showcase customer stories - and all the more powerful when the happy customer does the presenting. Picture a customer contact speaking before a room full of peers at an industry conference, talking about his/her successes, and how, by the way, the customer uses solutions from certain vendors to help make it happen. How does it work and what do you need to take into consideration? Here’s how this might play out. MORE >>

Business and personal success largely depends on leveraging those relationships, and it's no different when we ask customers to participate in customer success stories and case studies. Throughout our lives, we rely on relationships to help us get where we want to go. In middle school, it may start with enlisting a friend for help: "Will you ask so-and-so if he/she likes me?" " In a job search, we ask friends to introduce us to professional contacts they know at certain organizations. In most cases, that's a sales or account rep who knows the customer well. What's involved? MORE >>

Think a case study can’t assuage a prospect wanting to talk to a live person? "I’m so glad we’re finally doing this interview because maybe I won’t have to take as many calls." " That’s an actual quote from a customer being interviewed for a case study. Across all the projects I’ve done, I’ve heard this several times from customers. Imagine how many thought that but didn’t say it? Add this to the list of motivators for customers to be featured in case studies. It’s "reference fatigue." Simple. It actually can. MORE >>

Spend maybe 15 minutes talking to a potential case study candidate to scope out the customer’s story – and the contact’s personality – before deciding whether to feature the customer in a full story. Look for personalities, not just strong stories. "I could sell this for you." " That line, coming straight from the mouth of a happy customer, is music to a company’s ears. Not only is the customer satisfied with the solution, but the customer has become a true evangelist. He went on to give me powerful quote after powerful quote. MORE >>