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Case Studies: 7 sólidas razões para os seus clientes aceitarem colaborar... e ainda lhe agradecerem!

Dado que os profissionais e empresários têm cada vez menos tempo e mais trabalho, incluindo os seus clientes (ver "Carta Aberta de um Potencial Cliente a Todos os Comerciais de TIC") porque haveriam de concordar em colaborar nos seus Case Studies?

Nota; Em "White Paper: Como Produzir um Case Study – Guia Prático e Essencial" apresentei alguns dos benefícios que os Case Studies podem proporcionar à sua empresa (ver secção "Porque As Empresas Produzem Case Studies?")

Assim como a sua empresa tem benefícios em produzir Case Stdues, o mesmo terá de ser verdade para os sues clientes de modo a disponibilizarem o seu tempo para que a sua empresa possa elaborar esses Case Srudies, mas antes de falarmos sobre esses benefícios vamos ver quais podem ser as razões porque recusam o seu pedido de colaboração, e o que pode fazer em relação a algumas delas.

Algumas das razões porque os seus clientes podem recusar participar nos seus Case Studies:


  1. Não tem tempo e têm imenso trabalho, tal como disse logo no início

  2. As políticas internas às suas empresas não o permitem

  3. Não querem melindrar a relação com outros fornecedores de soluções idênticas às da sua empresa

  4. Não vêm o retorno


E por falar em "não vêm o retorno", isso acontece porque os seus clientes podem ter a percepção que é uma actividade que lhes vai roubar ainda tempo (que não têm), mas essa percepção não corresponde à realidade!


Quais são os benefícios que os seus clientes podem obter ao participarem nos Case Studies da sua empresa?


  1. Divulgação dos Case Studies nos principais media: isso significa mais publicidade positiva e reconhecimento que poderá estabelecer/reforçar a liderança de mercado para as empresas dos seus clientes

  2. Oportunidade de Prémios: Em certas indústrias existem programas de atribuição de prémios -- às empresas que por exemplo tenham reduzido os seus custos de custos, aumentado a sua produtividade, inovação -- e os seus clientes podem submeter os Case Studies a esses programas. Para além de poderem ser premiados, também têm mais visibilidade nos media (ver o ponto anterior)

  3. Base para apresentações públicas, artigos: Case Studies podem ser uma excelente base para as apresentações nos eventos, conferências ou webminar, podendo eliminar imenso tempo na preparação dessas apresentações e na escrita de artigos.

  4. Distribuir pelos seus clientes: É bem provável que a maioria dos clientes das empresas dos seus clientes, não tenham a mínima noção das boas práticas, iniciativas e esforços que essas empresas praticam de modo a servirem, cada vez melhor, os seus clientes. Case Studies têm a capacidade de mostrar o que a empresa faz e como faz. Essa distribuição pode ser efectuada quer offline ou online, em newslettes, através das redes sociais, website, blogs, etc.

  5. Podem ser usados pelos comerciais, e nas propostas: Se um comercial da empresa do seu cliente, disser numa reunião que a empresa onde trabalha tem as melhores práticas em X (todos dizem o mesmo, ninguém diz que não tem as melhores práticas!), no entanto um Case Study é mais convincente pois apresenta as provas de tais afirmações - isto partindo do princípio que o Case Study é isento e corresponde à verdade, que é o que aconselho pois o "mundo é de facto muito pequeno"

  6. Distribuir pelos colaboradores: De forma idêntica ao que mencionei no ponto 4, é bem provável que a maioria dos colaboradores (quer sejam recém-chegados ou não) das empresas dos seus clientes, não tenham a noção das boas práticas, iniciativas e esforços das empresas nas quais trabalham. Case Studies podem ser uma excelente forma de comunicar isso aos colaboradores

  7. Atrair investidores: Pelos mesmos motivos que estão nos pontos 4 e 6



Em resumo, apresentei apenas alguns dos benefícios que os seus clientes podem obter ao participarem nos seus Case Studies. e acho que já são os suficientes para os seus clientes deixarem de ver o seu pedido de colaboração nos Cases Studies da sua empresa, como um favor que lhe estão a fazer, e como uma actividade que apenas lhe vai roubar tempo, mas antes como algo com bastante valor que lhes está a oferecer :)



Maria Spínola
Facilitadora de Vendas e Marcom Copywriter - B2B TIC
(+351) 91 293 05 19
http://www.mariaspinola.com/

P.S. Clique aqui para onsultar o processo que utilizo para planear e escrever Case Studies

Read the original blog entry...

More Stories By Maria Spínola

Maria Spínola is a Researcher, White Paper Author and Copywriter, and Cloud Computing Evangelist and Advisor with more than 15 years experience in enterprise information technologies.

She holds a Software Engineering degree and a "Marketing and Innovation in Retail and Distribution" pos-graduation.

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