Does this sound familiar?
You want to reach a particular sector of prospective customers – maybe even break into a new industry for your company – but no matter what you do, your prospects don’t convert as much as you’d like them to.
That’s what happened to me – until I did one thing I always tell my clients to do.
You can watch my story in video format or read it below:
Break Into a New Industry Through the Back Door
Back then, I was already in the B2B space, but I wanted to tap into a very special section of this market, the B2B healthcare industry. I had some experience in the industry. For example, the first few case studies I wrote were in the B2B healthcare space. I wanted more than that, yet it was a little challenging to fully break in.
Therefore, to build my B2B healthcare writing portfolio, I got through from the back door, writing for companies that serve multiple industries, including this one. Once I had a more solid portfolio in this industry, I started pitching companies that specialize in B2B healthcare, but it was still challenging… until I did this one thing I told you I’m going to share today.
Double the Response Rate and Decrease Your Sales Cycle
Once I implemented this strategy, I actually doubled my response rate and it was my shortest sales cycle ever.
That one thing that I did was share three case studies with prospective customers. The way that I did it was in a pitch email. It was a cold email, so I wanted to keep it short. That meant I didn’t have a lot of space to go into the details of each success story, so I just shared the results.
That was enough to get more people to talk to me, and even work with me, and the surprising part?
Those case studies weren’t even in healthcare.
How an Imperfect Strategy Can Still Build Trust and Win You the Deal
Obviously, if you do have case studies in the industry that you’re targeting or that sector of your target audience, then definitely highlight those case studies. This way, neither you or your prospects are dealing with the question, “Yeah, it worked for them, but will it work for me?”
Which is a legit question.
Therefore, once you have case studies for that audience, then highlight those. But even if you don’t, it’s worth it to highlight them and bring them up. Be transparent, of course. You could say, “I know it’s a different industry, but this is what worked here. Do you want to give it a try?”
That really highlights you and helps you stand out of the crowd as somebody that cares and somebody that drives results for your audience. You’re not just another Salesforce partner or customer success consultant. You actually care and you actually do really quality work, or your product is really, really good. And they can test it out and see if it works for them.
And if it does work for them, maybe they can be your next case study, so that next time that you pitch somebody in this field, you can have it be more personalized.
Of course, bringing up case studies is not just for sales emails. You can use them to grow your email list, for example – and that’s just the beginning. Check out how 21 experts from across the globe get creative in using case studies to scale their success. I’m talking a former Facebook and White House Executive, one of BBC’s top 100 women, and marketing pros from beloved marketing companies. No opt in required.
