Dan Martell - April 09, 2018


How To Capture a Great Customer Case Study

Hosted by
Dan Martell
How To Increase Your Lifetime Value (LTV) Per Customer How To Increase Activation & Adoption Of Your SaaS Product

Episode Stats


Length

5 minutes

Words per minute

183.84

Word count

921

Sentence count

49


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

In this episode, you'll learn how to capture a customer case study that doesn't feel awkward for asking and provides a step-by-step script to get the thing done and drive new customers to understand how you solve problems for your existing customers.

Transcript

Transcript generated with Whisper (turbo).
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
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.