Boost Your Chances of Securing Customer Signoff on Case Studies
It happens to even the most diligent of companies: One of your most high-profile, satisfied customers provides a glowing testimonial, complete with gems of ROI details about using your software. You create a star case study... that ultimately dead ends in your customer's legal department or in a senior manager's inbox.
However, there are ways to boost your chances of getting your customer's blessing on a completed case study, according to Casey Hibbard, president of Compelling Cases, a case study development firm.
Hibbard shared seven steps you can take, throughout the process, to help increase the odds that your case studies are signed, sealed and delivered.
Step #1: The "asker" must have a relationship with the customer.
It matters who initially approaches a customer about participating in a case study. "Choose someone who has an established relationship with the customer, like a sales or account rep," Hibbard says.
"Because the customer knows the 'asker,' he or she will have more buy-in on the case study and a sense that they're doing this for a friend or associate. When it comes time to push it through approval, this loyalty can make the difference."
Step #2: Talk through the process—upfront.
"When you approach customers, give them all the details about what's involved," Hibbard says. "Tell them how much of their time it will take, who will conduct the interview and how the case study will be used. Send them samples of existing case studies and your legal release form.
"Then, get them to tell you their process for approving something like this. Does the company have any official policy against this? Do they have special requests regarding the content? Find out from your contact who will be reviewing it, and make sure they know all the facts as well. If the legal department or a vice-president gives their nod beforehand, there shouldn't be any surprises."
Step #3: Strike while the iron is hot.
After landing permission to do a case study, have your interviewer or writer call immediately to schedule an interview, Hibbard says. This helps ensure that customers are still excited about your product, that they remember being asked, and possibly aren't out of the office traveling.
Step #4: Limit your legalese.
"Complex legal release forms try everybody's patience and are guaranteed to radically slow down—if not stop—approval of your case study," says Hibbard. "But, most companies find them necessary. Keep yours short and simple and it will coast more easily through your customers' legal and executive approval stages."
Step #5: Free it from approval limbo.
If your draft gets lodged somewhere along the approval process, don't despair. You may want to go back to your "asker"—the person from your side who initially approached the customer—and ask them to go back and bring up the issue in a casual and friendly way.
Another mid-process tip: Sending a thank-you gift or card during the approval phase can dramatically increase your chances of getting the signoff you seek or speeding up the process. "People just want to feel appreciated," Hibbard says.
Step #6: Be persistent.
"Stay in regular contact with the customer contact, and set a schedule for checking back regularly regarding approval," says Hibbard. "Decide what's reasonable without risking annoying the customer. Every week? Every two weeks? E-mail or phone? You need to determine these things with your contact."
Step #7: Cater to your customer.
"Above all, everyone who interfaces with your customer should be respectful of the customer's time and willingness to be featured in a case study," Hibbard says. "Accommodate their schedules. Graciously make the edits they request. Work with them, and they'll want to work with you on securing signoff."
©2005, SoftwareCEO Inc. Reprinted with permission.
