And you, who do you work with?

It is possibly the most common question that sellers are asked.

And it is logical, our potential client needs security and trust that we solve problems for people like him.

For this reason, success stories are essential to give credibility to the transformation message and all the promises you have conveyed.

We will use them in almost all the elements that we will create so they are a very important element of the strategy.

Why are success stories so important? 

Success stories are used to prove that your claims are true, to demonstrate the cause-and-effect relationship between your solution and the positive customer outcome.

Without success stories, the market is less likely to believe your claim.

They add credibility and are extremely helpful in getting meetings and closing sales.

Where are the success stories used? 

In general, on all the sites you can

1. Landing pages (sales pages and subscription pages)
2. Home
3. Video sales letters: These are the videos that will be included later on the web, webinars... elaboration in later phases of the program.
4. Blog
5. Press
6. Advertising
7. Linkedinmessages and profiles
8. Mails

Cause-effect relationships using accepted assumptions and third-party data

Sometimes the cause-and-effect relationship between the customer's transformation and your solution isn't completely clear.

In this case, you must prove correlation as opposed to direct causation.

Example: Your solution improved a metric of employee happiness, however, the impact on company costs or profits is unclear.

To make a compelling business case and ROI justification for the buyer, you'll need to demonstrate a correlation between the employee happiness metric and cost savings, profit, or shareholder value.

WHENEVER YOU CAN, YOU SHOULD TRANSLATE THE DATA INTO MONETARY VALUES

You can test this correlation using accepted assumptions and third-party data with a linear argument.

Example:

"Our solution increased employee happiness by 30%." 

Employee happiness is a retention function (shows relationship using third-party data or your own research).

"The XYZ study shows that every 10% increase in employee happiness causes a 5% increase in employee retention (correctly cites the source)."

Assuming this is true, we can assume that the employee retention rate increased by at least 15%.

The XYZ 2 study outlines the relationship between employee retention and employee spending: Assuming an employee's average salary is $80k per year, it can be assumed that a 15% increase in the retention rate causes a savings of $12k per year per employee on average. There are 15 employees, so the value created or costs saved in this situation was $180k.

You are showing the relationship between cost saved and profit!

Note that in this case we tested the correlation between employee happiness and cost savings.

Buyers love this linear way of seeing the impact of the solution on their business and the sale will be much easier.

The components of a success story: 

1. State 1: State I was in before being your client
2. State 2: State I reached after working with you
3. Result Time Frame
4. Proof that your solution was attributed to the state change, either cause effect or correlation - Graphs or screenshotsscreen
5. Customer image 
6. Interview (video or audio)
7. Transcript / written version if applicable

Examples of success stories: https://academy.salesplanet.io/customer-success-cases

How many success stories should I write?

At least one of the niche you are targeting. And there is no maximum. The more the better.

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In the following activity you will have to elaborate your success stories following our recommendations as much as possible.

Conclusion: You need success stories to grow. Not just the logos. You need your customers to be fully satisfied and speak well of your service.