September 11

Attract More Clients By Positioning Your Client As The Hero


If someone just talks about themselves all the time it's boring and you switch off.

So why would it be any different for our own B2B marketing?

To connect with buyers in a more impactful way, making your clients the heroes of marketing stories could well be the key.

Episode Transcript - CLICK HERE

B2B buyers are highly motivated to avoid making bad decisions. If a buyer has any doubts as to your suitability, your competitors can swoop in. So your single best tool to combat this is to leverage the experience of your previous clients to show them that everything will work out.

Hello, and welcome to win clients with case studies. So this week on the show, we are going to be talking about leveraging your previous client's experience to qued out and hesitation. Now, the reason why I want to cover this with you there this week is because if you think about it from your buyer's perspective, it can be quite a minefield for them, for them to ultimately navigate through everything and arrive at the right decision in choosing the best provider partner or vendor to be working with. And B2B buyers are highly motivated to make a right decision because on the flip side of that, if they were to make a wrong decision, it could be very bad for them personally, within the company or at the other end of scale, and the deep end, so to speak, it could be catastrophic for the company and in turn, they could likely end up losing their job if the decision ended up being that bad.

So this is why buyers are motivated to make the right decision to well, not get fired and Excel in their position. So staying focused on what's going on in the mind of the buyer at any given time, it's probably fair to say that for them, it's more of a detective hunt than anything else. And that's because they're looking for cues that a vendor can deliver what they're, after that they've got the capacity to deliver to the spec that they want. And at the same time, they're going to do it on time and just all round do a good job. But the other thing that they're on the lookout for is warning signs that a vendor might not be suitable for any number of given reasons. So this is why appreciating what's going on in the mind of your buyer is central to success in this case, the first step in which case is to be proactive about addressing concerns, which your buyer either already has or will do in the not too distant future.

And you see if a buyer has a concern of any kind, which they feel is important to their ultimate decision making, then that is very much a hill worth fighting on. You see commonly buyers will share the same concerns, the same key ones repeated over and over. So if you take the initiative to handle and allay those commonly held concerns in your marketing communications, you will personally be responsible for helping advance a great number of sales moving forward. It's nice to address concerns as soon as they come up, but far better, and also much more powerful. If you can address those concerns before the buyer thinks of them, because that will set you apart. And it will also give you the ability to shape the narrative and to shape the conversation moving forwards. So let's talk about the opportunity that's at play right here. A bias concerns are legitimate potential roadblocks for any sale.

If they're not dealt with, they're not handled correctly, then they can easily derail or put a complete halt to any buying journey which might have resulted in you being their chosen supplier or vendor. However, if on the other hand, you proactively cover those concerns. You will in turn fully green light your company's suitability. Plus, if you identify these concerns in advance, you can turn it into a further opportunity. Here's why each buyer will have their own journey to go on. They won't start at the same place in terms of knowledge and understanding of their situation, which you are ultimately poised to help them with. But what you can bank on is that at some point they will become aware of this as one of these common concerns. It's not so much a question of if, but when it becomes a concern and something which needs addressing, hoping it won't come up or get mentioned is actually quite a risk because they wouldn't be common objections and common concerns otherwise.

So you can bank on pretty much that these objections and concerns are going to come up. So this is why being proactive is absolutely where the smart money is in which case the next step is to figure out how to do it. So the approach that I take in producing the case of the video is to have a guest talk about all of the key concerns, which buyers have. It's kind of that simple, but there is actually more to it. In the case study interview, we get the guests who not only cover each of the different areas of concerns, but to really dig down and articulate why there a problem, why there a potential risk and what can go wrong if it's not dealt with. And then after we've got the guests to really nicely articulate those problems, then say, for example, it was your case study video.

We then lead the guest onto covering and explaining why ultimately with your help, it wasn't a problem with your help, how you had it covered. And finally, as a result of having your help, what it's meant to them, because you were able to just get it handled normally what you will find in the way that most people produce case studies is that, well, first of all, they're typically no more than adverse disguise, this case studies. And that's because they just go straight into talking about and covering why it was a good decision, what they did well and what all of the positive outcomes were. But the problem with that is that you don't actually learn anything from it. So this is why with my approach of getting the guests to really articulate the common challenges and problems that are experienced, that's the really valuable part that everyone else seems to miss out, but you absolutely need to include that, but after you have done that, then yes, then you can advance onto covering why it wasn't a problem, how you, as a company had it covered for them.

And also what it's meant to them as the client, because you were able to handle it. You have to set these things up before you introduce the solution and how it all finished. So, as I mentioned earlier in the podcast, the earlier in the buying process that you can do this, then the more effective it is when you set about covering a buyer's potential concerns and objections. And when you do that in a case study, you are ultimately seen as the ideal or perfect solution for that person's problems or needs. The bonus part is that by proactively covering all of these concerns before their full blown deal, breaker elements, buyers will attribute a sense of reassurance and confidence in your company. And that really is invaluable. Think about it. Would you rather be firefighting objections and have doubts drag you down before you've even had chance to make your case?

Or would you rather make use of this particularly powerful capability of case studies to go an awful long way in giving buyers the confidence that they will need to choose your company over somebody else? Really, the whole thing is a bit of a no brainer. In fact, no, it is a no brainer and it all comes from being proactive in handling these objections and concerns that buyers have. So in summary, then the best way to handle and quashed outs, which a buyer may have is to leverage the experience of your previous clients to show them that they will ultimately will have nothing to worry about if they choose your company and better yet, it's your opportunity to turn their concerns into complete reassurance and thereby greatly strengthening your suitability and quite likely enough end up winning the deal. Based on that written case, studies can induce a certain level of skepticism and their authenticity can be called into play.

So this is why a video case study is the perfect tool for this job. All right, then, well, this brings us to the end of episode number six, and I really do hope that you've got value from this and enjoyed it at the same time. And supposing you have, then please do make sure that you're subscribed to the podcast and you can do that via your favorite podcasting app on your portable mobile telephone device. Or if you'd like to subscribe by email, you can do that by visiting the official podcast website. And that's at case that's case, where you can sign it by email. And finally, just in case we are not already connected, then please Dosen me a connection request on LinkedIn. And we can connect on there. All right, well, this has been win clients with case studies. I'm James Rostance, and I look forward to you joining me on the next one.

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