|By Maria Spínola||
|September 30, 2010 05:43 PM EDT||
Na verdade, no artigo anterior não mencionei todas as razões que podem motivar os seus clientes a participarem nos Case Studies da sua empresa, e talvez nem as razões mais sólidas (já voltamos a este ponto mais abaixo), tal como o Manuel Alves -- Director International Business Development EWExport UK (www.ewexport.com) -- mencionou numa discussion no grupo "Portugal – plataforma de serviços" no LinkedIn, pois para o Manuel as razões mais sólidas são:
1. Possibilidades de melhoria
2. Estabelecer ou aproximar-se da vantagem competitiva
3. Criar uma relação sólida com o fornecedor/cliente
4. Explorar um novo projecto sem/ ou com custos baixos
5. Entendimento das limitações e know-how de ambas as partes
6. Entendimento das necessidades do cliente e antecipá-las
7. Melhoria ou mudanças por parte do fornecedor para ser competitivo
Também não mencionei no meu artigo anterior, as razões relacionadas com interesses a nível pessoal (como referi, embora não especificamente para os Case Studies, em "O Comprador Empresarial (B2B) Compra Tendo em Consideração os Benefícios para a sua Empresa, e Também os seus Próprios Interesses"), e que no caso dos Case Studies podem ser:
8. Promoções de carreira (quer sejam para os clientes, quer sejam para os colaboradores da empresa fornecedora da solução)
9. Pode ser mais um meio para o cliente justificar perante os stakeholders o investimento efectuado, e o retorno obtido
E ainda mais uma razão:
10. Representam uma oportunidade de medirem e registarem os resultados obtidos com as soluções (quer sejam os clientes, quer sejam os fornecedores dessas soluções)
Recapitulando, todas as razões apresentadas até agora foram:
- Divulgação dos Case Studies nos principais media
- Oportunidade de Prémios ao nível da indústria/sector de mercado
- Base para apresentações públicas e artigos
- Distribuir aos clientes
- Podem ser usados pelos comerciais, e nas propostas
- Distribuir pelos colaboradores
- Atrair investidores
- Possibilidades de melhoria
- Estabelecer ou aproximar-se da vantagem competitiva
- Criar uma relação sólida com o fornecedor/cliente
- Explorar um novo projecto sem/ ou com custos baixos
- Entendimento das limitações e know-how de ambas as partes
- Entendimento das necessidades do cliente e antecipa-las
- Melhoria ou mudanças por parte do fornecedor para ser competitivo
- Promoções de carreira
- Meio para justificar o investimento efectuado
- Oportunidade de medirem e registarem os resultados obtidos
Pergunta: Será que ainda existem mais razões?
Resposta: Sim existem, mas na prática já foram apresentadas quase todas as razões, e num artigo posterior irei aprofundar algumas dessas razões.
Pergunta: Quais são as razões mais fortes?
Resposta: Na verdade, para cada cliente temos de determinar o que os pode motivar a aceitarem participar nos nossos Case Studies, e isso varia de cliente para cliente.
De qualquer forma, se até ao momento a sua empresa não possui Case Studies porque não conseguia ultrapassar a "barreira" de não ter razões suficientes para motivar os seus clientes a participarem no mesmo, agora já não tem mais essa "desculpa" :)
Facilitadora de Vendas e Marcom Copywriter - B2B TIC
(+351) 91 293 05 19
P.S. Clique aqui para ler o White Paper "Como Produzir um Case Study – Guia Prático e Essencial"
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