We all know that case studies are a powerful sales tool; telling a story about how your company created value through the experience of working with you. So what do you do when the customer will not participate? Perhaps your equipment or the unique way it’s being used may be giving the customer a competitive edge and they naturally don’t want to reveal the details. Corporate policies may forbid. Maybe the relationship is too new/too fragile to ask. Here are some strategies that will generate some degree of third-party/independent value to your marketing program. Choose which might work for your situation.

  1. Explore a generic approach by discussing industry problems and issues and how your equipment or company provided the solution. Use published articles to help describe common problems and project typical savings/ROI or other benefits in terms that will resonate with prospects.
  2. Ask for limited use of a simple quote. Develop a short quote for use on a website with simply a first name, last initial, and a generic company name such as “Packaging Manufacturer.”
  3. Change the focus by approaching a much smaller player or one that is a new market entry. The company will likely appreciate the recognition your case will provide so there is a “win-win” for both parties. Offer to take a beautiful application shot and provide to the customer for their use. Also invite them to participate in bringing the news to the market via interviews with press, trade shows/meetings, and social media.
  4. Check customer social media channels such as LinkedIn, Facebook and Twitter. Of course, sensitivity to a key customer prevails, but you might simply “Like” their product and become a follower. You are demonstrating support of their product in a non-committal way. You might also endorse the specific engineer who you were involved with on LinkedIn. Additionally, participate in the discussion groups that he/she participate in and provide technical assistance to others.
  5. Create an award/recognition program. This can be approached in several ways. Awards might recognize Most Innovative “New Product of the Year.”
  6. Initiate a technical training program/series and recognize those who complete.
  7. Approach a customer with material or equipment as a free test/trial for a limited time if they would agree to publish their results/findings.