Show and teach your sales people how to use customer cases, offer them in different formats, integrate them into PowerPoint presentations, etc. Face-to-face can also be one-to-many, for instance, when giving a presentation at an event or trade show or uploading a slideshare. One of our clients recently asked us to create a series of customer cases. Producing customer cases is not my favourite activity but interviewing people about their business challenges is. One always learns more in the real world. This is still the case for most businesses. However, we disagreed.