Welcome!

Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset

Casey Hibbard

Subscribe to Casey Hibbard: eMailAlertsEmail Alerts
Get Casey Hibbard via: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn


Top Stories by Casey Hibbard

It's clear that customer case studies and success stories are integral to the sales process. But how many organizations actually use them in every proposal? According to Robyn Haydon, Australian proposal-writing expert and author of the book The Shredder Test, companies don't integrate customer evidence nearly enough in actual sales proposals. But those that do, see the payoff. "I know that a lot of my clients get short-listed because they have pushed hard to include evidence in their proposals, and case studies are really part of that," she said. How do you bring your customer stories into your sales proposals? Here, Haydon shares her tips from years of consulting with organizations on how to create bids, pitches and sales proposals that get results. What is the role of a customer case study in a proposal? Haydon: The customer case study provides proof or evidence th... (more)

Three Ways to Get Nervous Prospects off the Fence

I'm trying to make a decision. I keep getting emails from a company with an attractive offer. They say that the marketing service they offer will help me grow my business. But everyone says that. How do I know that putting some of my small marketing budget toward their services will actually pay off? The truth is, I can't know for sure. Unfortunately, I don't know anyone personally who uses the company's services. And beyond a few vague testimonials, the company doesn't have any stories of other customers' successes. Hence, I'm still on the fence. When prospects are looking for... (more)

A Winning Strategy for Landing Big-Name Customer Stories

I'm a big proponent of what I call "win-win storytelling" in customer case studies and success stories. The company creating the customer story has to benefit, as does the featured customer. The key - especially for landing big-name customers for customer stories - is finding what motivates each customer (on an individual, departmental or company level). Simply reminding the customer they receive free publicity may not be enough. In just the past two weeks, I've worked on several stories with interesting customer motivators behind them: -       A civil engineer is enthusiastic a... (more)

Dare to Give a Case Study Customer a Deadline?

What’s the biggest unknown in any case study or success story project? The customer’s review and approval time. As we’ve said, customers can turn a story around in a day or take months. You have to find a middle ground of being persistent but stopping short of pesky. Some people simply need specific targets. Or, to put it more bluntly, a deadline. Typically, I don’t give customers a deadline right out of the gate, when they first receive the story for review. I tell them that I’ll check back with them later in the week or early next week – usually giving them 3-4 days. The only... (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)