Dan Martell - How To Capture a Great Customer Case Study

00:00:00.000 Hi, I'm Dan Martell, serial entrepreneur, investor and

00:00:02.400 creator of SaaS Academy and in this video I'm gonna teach you

00:00:04.960 how to capture a customer case study that doesn't feel awkward

00:00:09.300 for asking and provides a step-by-step script to get the

00:00:12.600 thing done and drive new customers to understand how you

00:00:15.800 solve problems for your existing customers.

00:00:17.800 And be sure to stay at the end where I'm gonna share with you

00:00:19.900 an exclusive link to download my customer case study creator

00:00:24.500 worksheet that's gonna make this seem simple.

00:00:30.000 So one of the best ways to show customers how to use your

00:00:44.420 technology or your innovation is to show them how existing

00:00:47.420 customers are using that and when I started my company

00:00:49.760 Clarity.fm, it was a marketplace for entrepreneurs to get

00:00:52.660 advice over the phone by other entrepreneurs.

00:00:54.660 A lot of people were like, hey this is cool but who would I

00:00:56.500 call and how would I use it and one of the first thing we did

00:00:59.320 was create a whole case studies page

00:01:01.720 so that we could profile and highlight

00:01:03.580 the customers that were doing and taking action

00:01:06.340 the way we would love all of our customers to do.

00:01:08.960 I mean, the ones that spent thousands of dollars a month

00:01:11.680 calling other experts to get advice to grow their business.

00:01:14.640 And it really comes down to these five steps.

00:01:17.660 Step number one, the moment.

00:01:19.900 You need to figure out what moment happens

00:01:23.040 when your customer gets a win

00:01:24.380 so that you can ask for the case study.

00:01:26.940 Because the last thing you wanna do

00:01:27.860 is ask somebody to talk about their experience

00:01:30.120 to find out that they really didn't get a whole lot of value

00:01:32.700 from your product so far.

00:01:34.060 And the best way to do that is to empower your customer

00:01:36.700 support team, your account managers, your customer success

00:01:39.300 team to identify and look for those shares from their

00:01:42.400 customers.

00:01:43.400 So maybe the customer support person gets an email back from

00:01:45.720 the client saying, this is amazing, we love the product,

00:01:48.720 it's rocking it for us and they go, hey, would you mind,

00:01:52.320 would you be open to doing a case study with our marketing

00:01:55.380 team and have a simple way for that to happen.

00:01:58.220 Step number two, start with the problem.

00:02:01.220 So when you're asking a customer and this is really the next

00:02:04.020 four steps kind of create the script, what you want to do is

00:02:07.300 start with the problem the customer was having.

00:02:09.260 What was real in their life, in their workplace that made them

00:02:12.960 decide like enough's enough and I need to go find a solution

00:02:16.140 to this problem.

00:02:16.900 So that's the first section.

00:02:18.260 Step number three, the search.

00:02:20.540 You want to ask your customers what their journey was before

00:02:24.780 they discovered your product?

00:02:26.220 What things did they try?

00:02:27.580 What did they experiment with?

00:02:29.120 What were some solutions they might have tried internally?

00:02:32.080 Sometimes you find out that customers tried to manually

00:02:34.560 solve a workflow issue themselves using a spreadsheet,

00:02:37.220 maybe some email notifications but having that context

00:02:40.560 and giving some highlights onto that search process

00:02:44.360 really helps new potential customers connect with how

00:02:47.540 your product might make sense for them in their world.

00:02:50.640 Step number four, the solution.

00:02:52.900 You wanna ask your customers to unpack

00:02:54.960 and you're gonna have to tell the story on their behalf

00:02:56.720 and get them to confirm.

00:02:58.280 Essentially, what was the solution

00:03:00.660 that they felt really solved the biggest pain

00:03:03.660 to their problem?

00:03:05.280 What specifically, the features that they use

00:03:07.680 within your product, how does it work?

00:03:09.540 So you can explain to them, you know,

00:03:10.680 they use this feature and this is how it works

00:03:13.220 and this is how you set it up.

00:03:14.460 And why they chose you versus your competitor.

00:03:17.460 That's the solution step.

00:03:19.060 Step number five, the results.

00:03:21.640 What specific, and this is key,

00:03:24.000 benefit and results did your customers have?

00:03:27.540 What was the impact of using your product?

00:03:30.180 At the end of the day, people wanna know

00:03:31.920 that they got an ROI, and that's usually

00:03:33.660 from a time saving or making more money,

00:03:36.560 maybe communication clarity, but try to unpack.

00:03:39.360 And when I think about finding the right case studies,

00:03:42.420 I'm trying to find customers that had different types

00:03:45.700 of results from different industries

00:03:48.460 so that I can use those, especially in a sales process,

00:03:51.640 to share those with potential prospects to say,

00:03:54.480 hey, there's people just like you.

00:03:56.600 They got the result that you're looking for

00:03:58.680 and here's how it worked for them.

00:04:01.020 So focus on the result.

00:04:02.980 So quick recap.

00:04:04.180 Step one, find the moment your customers win

00:04:07.220 to ask for the case study.

00:04:08.220 Two, start with the problem they're struggling with.

00:04:10.720 Three, discuss their search process to discover your solution.

00:04:14.840 Four, talk about the solution specifically

00:04:17.940 and how you solve their problem.

00:04:19.980 and five, what were the results?

00:04:22.420 They received the benefits from using your product.

00:04:25.020 As I mentioned at the beginning,

00:04:26.240 I want to share an exclusive resource,

00:04:27.980 the Customer Case Study Creator Worksheet,

00:04:31.020 which will outline those four specific steps

00:04:33.640 where you can just answer the questions in the worksheet

00:04:36.640 and the case study writes itself.

00:04:38.640 You can click the link below to download that resource.

00:04:42.180 If you enjoyed this video, be sure to click the like button,

00:04:45.120 subscribe to this channel,

00:04:46.740 and be sure to share it with a friend.

00:04:48.580 Thanks for watchin', and I'll see you in the next video.

00:04:51.580 So busy.

00:04:57.580 I'm gonna get some coffee, bro.

00:04:59.580 Oh, it's okay.

Dan Martell - April 09, 2018

How To Capture a Great Customer Case Study

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