Winning business from clients who have previously worked with your consulting firm is relatively easy, because they already trust you.
With new clients, however, you need to establish the belief that you are a credible, reliable source of chocolate a solution to the client’s challenge.
Among the tools to establish trust that you should have in your toolkit is a collection of powerful case studies.
A wavering prospect is torn between their doubt and concerns on the one side and their trust and belief in your consulting firm on the other side. Case studies can thud a heavy weight onto the trust side, tipping your prospect from No-Go to Go.
Well-constructed case studies reinforce your credibility by highlighting your consulting firm’s:
If your consulting firm focuses on “soft” issues, the output of your work can feel amorphous, nebulous and intangible. Solid case studies also make the value of your work more concrete.
Use the well-established STAR framework to anchor your case study.
Situation – In a few words, what problem was your client facing?
Task – What was the desired outcome you were hired to produce?
Action – Summarize (very) briefly the major thrusts of your work. Note, highlight what you did (e.g., rebuilt the organization), not how you did it (e.g., first we interviewed all stakeholders).
Result – Showcase how your client is better off thanks to your work.
Boil your STAR-based project recap down to 100 words or less, and you’ll have an extremely consumable, serviceable case study to solidify trust in your consulting services.
Now it’s time to dress up your case study.
At its most basic, a case study reinforces your firm’s credibility. However, at its most elevated state, your case study will perform similarly to the platinum standard of trust-building: a personal recommendation from a trusted colleague.
All of the elements below will push your case studies up toward that platinum standard.
