TSS #011: How to Get Clients With No Case StudiesSep 16, 2023
Read time: 3 minutes
Picture this: You're at the brink of sealing a deal with a promising prospect, the excitement is palpable, and then it happens—the 'case study' request.
It's the curveball that can leave even seasoned consultants puzzled.
But fear not, because in the next few moments, we'll unveil a set of strategies that will boost your prospects' confidence in your services.
Let's dive in!”
Understanding the 'Case Study' request
Let's get to the bottom of why prospects ask for case studies.
It's vital to comprehend this to formulate a solution.
Here are the primary reasons:
1. Lack of trust in your ‘mechanism’
Imagine you're pitching ‘AI-powered, adaptive microlearning’ (your unique mechanism).
The prospect might doubt this approach works for them, either distrusting the method or questioning its effectiveness for their specific needs.
2. Doubt in your capability
Sometimes, prospects believe in the mechanism but doubt your ability to deliver results.
They might think someone more experienced could do a better job.
3. Risk-reward imbalance
Prospects calculate the risk and reward involved.
If the risk seems too high for the potential gain, they hesitate.
4. Lack of outcome clarity
Prospects often seek clarity regarding the outcomes and the return on investment.
They want to envision how their business will change and what they'll gain.
5. Using smoke screens
Sometimes, the case study request is a way to buy time or deflect from underlying objections.
Strategies to boost confidence and clarity
Navigating the seas of skepticism is an art every consultant must master.
When a prospect asks for case studies, it's more than a request—it's an opportunity to fortify trust and illuminate the path forward.
These strategies are your secret weapons, aimed at enhancing credibility, clarifying value, and shattering barriers to success.
1. Comprehensive VSL
To tackle the trust issue in your mechanism, a Video Sales Letter (VSL) is your answer.
Take the prospect on a journey through the mechanism's power and efficacy.
If you're targeting tech startups in America, your VSL should be tailor-made for them.
Explain how AI-powered, adaptive microlearning works, its superior effectiveness compared to traditional methods, and precisely how it aligns with the tech startup industry in America.
By presenting this before the call, you'll often preempt objections.
2. Establishing your credibility
Building trust in you is the next vital step.
Position yourself as an expert.
In the VSL, ensure a professional and compelling presentation of your background.
Leverage your experiences, achievements, and affiliations with tech startups.
Conduct extensive market research to understand the market's pulse and dynamics.
This comprehensive approach showcases your expertise, addressing any doubts they might have about your capabilities.
3. Enhance your professional image
The devil is in the details, especially in sales.
Don't underestimate the power of your physical and digital presentation.
Poor video and audio quality, a messy backdrop, or unprofessional appearance can kill a deal.
Invest in a good camera and microphone, ensure good lighting, and a clean, organized background.
Dress appropriately, reflecting the professionalism you bring to the table.
Your digital presence matters too—optimize your LinkedIn profile, maintain a clean digital footprint, and project a professional image.
4. Clarity in risk-reward and ROI
Addressing the unclear risk-reward ratio and ROI is paramount.
During your pitch, be explicit about the potential outcomes and the associated risks.
Lay out a scenario for the next twelve months, customizing it to the usual collaboration duration.
If you're optimizing onboarding, break down the numbers.
For instance, in a hypothetical scenario, illustrate how tailored onboarding could potentially increase employee retention, clearly showcasing the ROI.
5. Unveiling smoke screens
Often, prospects throw up smoke screens—masked objections.
To uncover the real concern, ask pointed questions. "What would you like to see in the case study?"
If they are seeking assurance, assure them.
If it's a genuine interest in proof, provide it.
Pinpoint their needs and objections accurately to move forward.
Sometimes, a direct question like, "If the case study proves our points, would you be ready to proceed next week?" can unveil the truth and guide your approach.
Remember, starting a consulting business is all about learning and growing.
These objections are opportunities for you to refine your pitch and approach.
By focusing on building trust, enhancing your image, and clearly communicating the benefits, you'll navigate these objections and ultimately grow your business.
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