Look at where your customer is in the buying cycle
The diagram below shows the process that a customer would follow when buying a product or service. The buying cycle is different from the sales process in that it has an external focus on the customer rather than a focus on internal sales activities.
It is important to consider both these processes when deciding on the content, style and key marketing message that the video testimonial or case study must convey.
Resolve customer objections
We know very well that in any sales process, there are bound to be customer objections. Skilled sales professionals will know their prospects well enough to understand what those objections are and how to counter them.
But what few do is actually use video testimonials and case studies for objection handling. We call them 'Objection Crushers'. Video testimonials are a powerful and trusted source of information that can be used to address customer objections to buy.