Getting Customer Permission for Your Case Study

Once you’ve identified a great case study, the first critical juncture is getting permission to write it. That sounds simple, but in fact, there’s much more to asking than a quick call. And the approach you take can make or break your story.

Making certain it’s the right story

How do you know if your customer is happy? With larger-ticket items, generally, it’s your salesperson. Typically, they sold the product and—if they’re good—have followed up with the customer to make sure they are happy.

They also know the customer’s temperament. Would this customer enjoy telling his/her story, or would it be a hassle for them? If it’s the latter, it may not be the ideal story. If it’s a hassle, they may be less enthused about praising your product. Unless the story is truly unique or unusual, it may be better to consider another story.

The salesperson—your key to permission

If your sales person is confident of your customer’s enthusiasm, you’re ready for the next step. That, too, involves your salesperson*. At this point, it’s time for your salesperson to contact your customer. If asking in person is an option, that’s ideal. If a personal visit isn’t possible, a phone call is your next best bet. First of all, verify that your product is still working well and solving their challenge. If so, then tell them how excited your company is about this case study and that they’d love to profile your company in a case study about their use of the product.

Handling hesitancy

If there’s any hesitancy, be ready to provide more information: What’s involved (an interview, follow-up questions, first draft, review, final draft and approval). This is a good time to tell the customer about the writer and his/her credentials. (Have his/her stories been published before? Where? How often? With what results?) It’s important that your customer know the writer is good, experienced and will represent their company well. Then be ready with the process: the writer will call the customer to set up a time at his/her convenience for the interview.

Go—or no

At that point the customer should be ready to accept or decline. If they agree, set the ball in motion quickly. A lagging time frame can reduce enthusiasm. If they decline, avoid trying to convince them, as there’s less chance they’ll provide dramatic quotes for you. And great quotes are the lifeblood of a story. If the customer lacks enthusiasm, in most cases, it’s time to move onto another case study.

With permission granted, it’s time to move onto the story. In my next article I’ll discuss keys to writing a successful case study.

*In some cases, an engineer or other contact may have worked most closely with the customer and have a solid relationship. Under those circumstances, they are the appropriate contact to seek permission.

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)