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Case Studies: Mais 10 sólidas razões para os seus clientes aceitarem colaborar... e ainda lhe agradecerem!

Conseguir que os clientes participem nos Case Studies não é tarefa fácil para a maioria das empresas, e por esse motivo escrevi o artigo "Case Studies: 7 sólidas razões para os seus clientes aceitarem colaborar... e ainda lhe agradecerem!" e também este artigo.

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

E eu concordo com ele, pois o facto é que no artigo anterior foquei-me mais em razões que se podem ser consideradas mais de "marketing/comunicação", e não tanto nos interesses "internos" ao negócio do cliente.

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:
  1. Divulgação dos Case Studies nos principais media

  2. Oportunidade de Prémios ao nível da indústria/sector de mercado

  3. Base para apresentações públicas e artigos

  4. Distribuir aos clientes

  5. Podem ser usados pelos comerciais, e nas propostas

  6. Distribuir pelos colaboradores

  7. Atrair investidores

  8. Possibilidades de melhoria

  9. Estabelecer ou aproximar-se da vantagem competitiva

  10. Criar uma relação sólida com o fornecedor/cliente

  11. Explorar um novo projecto sem/ ou com custos baixos

  12. Entendimento das limitações e know-how de ambas as partes

  13. Entendimento das necessidades do cliente e antecipa-las

  14. Melhoria ou mudanças por parte do fornecedor para ser competitivo

  15. Promoções de carreira

  16. Meio para justificar o investimento efectuado

  17. 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" :)


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

P.S. Clique aqui para ler o White Paper "Como Produzir um Case Study – Guia Prático e Essencial"

Ou se preferir pode lê-lo aqui:

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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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