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Casey Hibbard

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Top Stories by Casey Hibbard

Sales isn’t what it used to be. Prospects are more overwhelmed than ever before. They’re pulled in a dozen different directions at any time, challenging them to actually get anything done. They don’t have time to listen to a sales pitch, even if they know they need to make a change. That’s the basis for Jill Konrath’s new book, SNAP Selling. Since reading Jill’s first book, Selling to Big Companies, I’ve been a fan. I even interviewed her for my book, Stories That Sell. Unlike many sales gurus, she focuses on buyers’ mindsets and how to work within them. In SNAP Selling, Jill introduces four factors that need to be at the forefront of sales reps’ mind when working with crazy-busy people – those with "Frazzled Customer Syndrome." Today’s prospects evaulate you on these four criteria, which Konrath calls SNAP Factors: Simple: Your ability to eliminate complexity an... (more)

Help Nonprofits Sell Better with Stories

If you heard that a certain type of fox is endangered, would you be moved to act? How about if you heard that a mama fox was trying to keep herself and her litter safe as their forest disappears? Now that's different. There's a story there with actual individuals being affected. Such was the storyline for a campaign by Environmental Defense Fund (EDF), which told a universal tale of survival to communicate about the kit fox problem in Northern California. Information in the context of a story is dramatically more compelling than straight facts. Yet, many nonprofits fail to tell... (more)

Three Tips for Finding Your Next Case Study Customer

Several times a week, an appeal for funds from a charity (or alma mater) arrives in my mailbox or inbox. The same organizations contact me over and over. It’s annoying, but if they don’t ask for contributions, they usually don’t get them. That’s just how it works. We have too much going through our heads. If you’re in an asking position, you have to be in the audience’s line of sight often if you hope to get a response. The same goes for the quest for case study or success story candidates and reference customers. Marketing and reference managers are constantly looking for ste... (more)

Will Customers Nominate Themselves as Stories?

If asked, will customers submit themselves as possible case study or success story candidates?  From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share Your Story” links on their Web sites. Apple created a link for this soon after the release of its wildly popular iPhone. FileMaker software includes a link to “Tell us your story.” Girl Scouts of the USA asks former members to share their experiences for its alumnae program. And Toyota Motor Sales gather owners' stories and gets usage permission through an o... (more)

The Ugly Duckling of Case Studies – The “Not-for-Public-Use” Story

    I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Most of these catchy or intriguing little stories pre-date our great-great-grandparents, but the lessons are still valid today. Take the story of the Ugly Duckling, a tale released by Hans Christian Andersen in 1843. The ugly duckling, which was mocked when young, grew up to be the most beautiful swan of them all. In the case study world, non-public customer stories are perceived as an ugly duckling of what we do. When you can't post it on your website, spin it into a pr... (more)