4 Essential Questions To Ask Your Clients For A Case Study
How can you convert potential clients - or prospects - into real clients?
Most startups and small companies focus their marketing strategies on increasing web traffic and getting more people to notice them. This process creates prospects.
However, most businesses fail to turn prospects into clients. One of the best ways to do it is with case studies.
About case studies
A case study is an analysis of a project and how your company and your client dealt with the process of completing it.
In order to write a complete case study, you need to ask your client a series of basic questions that will give you a better understanding of your work from their point of view.
Although you're free to ask as many questions as you like, there are 4 essential questions that you shouldn't forget about.
Question 1: What was going on in your business that sent you looking for a company like ours?
The very first thing you need to understand is your client's background.
If they hired you, it means they were in need of the service you were offering. Others might also be needing your services, although they probably don't know it.
By asking your client what was going on in their business before they hired you, you can paint a broad picture for other companies. If they identify with that context, they'll be more likely to hire you.
Try to get your client to talk about their goals and their challenges. What problems were they facing? Had they tried other solutions? How would hiring you improve their business?
Question 2: What made you confident that our solution was a fit?
Once your client's context is clear, you need to explore the decision they made when hiring you. They had a certain challenge and from all the possible solutions they chose yours. Why?
At this point, you should focus your client's answer on why they chose your company over your competitors.
When your prospects read the case study, they should not only identify with your client's problems but also go through the process of choosing someone to solve that problem. And that someone needs to be you.
The key to this second question is the emotional side of choosing a company. Out of every option, your client chose you because you connected. If you can show that to your prospects, they'll be eager to connect with you - and to hire you.
Question 3: How has working with us impacted your business?
The third question of the interrogation is the winner. You set the ground for your prospects to know why they should choose you, so it's time to show them what they can get if they do.
If question 2 was the emotional one, question 3 is the rational one.
When you ask your client how working with you impacted their business, what you want is an objective answer. If possible, ask them to provide data to prove that impact. Did they get more website visitors? Did they increase their sales? Are their customers happier?
If they don't have any data to back up their answer, don't worry. They can always share a more subjective, emotional side of how working with you impacted their business.
Question 4: What are three words that describe your experience working with us?
Wait, is this last question really necessary?
Well, the first three questions hold all the real content that your prospects need to know:
What your client needed before they chose you
Why they chose you over the rest
How choosing you impacted their business
But the cherry on top of the cake is a short, straightforward answer to this last question: just three words to describe their experience.
With just three words, your prospects will have a simple - yet complete - idea of how you and your company work. Sure, a whole paragraph would contain more information, but these three words will be enough for every potential client to imagine themselves working with you.
And these three words won't just be important for your prospects: they will be essential for you as well.
What three words would you expect your client to say? Do the three words they use align with your mission statement?
If they do, you know you're on the right track. If they don't, then you should modify your working style.
4 answers from our latest case study
We showed you the four essential questions you need to ask your clients when you're preparing a case study. Now it's time to show you an example.
This questionnaire is taken from an upcoming case study we're preparing from our work with Elevent.
Q: What was going on in your business that sent you looking for a company like Intelligems?
A: We were trying to develop a robust backend system for the flagship product of our company: elevent, social network centered around events in the form of a mobile application.
Q: What made you confident that Intelligems' solution was a fit?
A: We wanted a Python/Django backend and we were looking for people who are competent in that sphere. The options were varied, but when it came down to choosing a certain firm, expertise, communication, and value-added were our utmost criteria. It was evident from our early communication that Intelligems possessed all three.
Q: How has working with Intelligems impacted your business?
A: Intelligems delivered on a robust solution for our backend. We were extremely delighted with their results and how they went above and beyond in their work. But not only that, they were also integral in helping us formulate answers to the non-technical aspects of our business. Their experience in developing and launching similar products was extremely valuable for us.
Q: What are three words that describe your experience working with Intelligems?
A: Competence - Excellence – Value