When is the Right Time to Ask Your Client to Participate in a Case Study?
If you’ve been reading our blog series, you’re probably already sold on the effectiveness of success stories as a mid-to-bottom funnel asset that helps generate new business and close leads.
At this point, you may have some prospective case study clients in mind, and you’re ready to get the project started. But how do you know when is the right time to make the ask of your client?
Every situation is different and depends on a variety of factors, including:
The type of professional services you provide
The strength and depth of the relationship
Your client’s level of participation and enthusiasm
Whether you have been able to deliver tangible, measurable results
Your current marketing plan and calendar
That said, here are a few natural scenarios that present the ideal opening to approach them to start the Fast Story process:
At the moment of peak excitement: One of the best times to ask your client if they would be willing to participate in a success story is at the peak moment of raving fandom—when they are most appreciative and aware of the value you bring to the relationship. This may be when you have completed the initial phase of the client engagement, delivered a tangible benefit, or went above and beyond to solve a problem. For example, if you are a trust and estates attorney and you have delivered the complete estate plan to the client after months of work. Or you are a CPA and you just filed your client’s taxes, resulting in a hefty IRS refund.
When your client is feeling good about how your team has handled a challenging situation or provided outstanding service, they are most likely to share positive feelings about your firm.
When a client offers a testimonial: In these situations, your client may feel compelled to proactively reach out and share their experience. Some may share their thoughts via a review on Yelp or Google. Others may choose to send you a quick email like this:
“Hey Beth,
Thank you so much for the advice you gave us on our last Zoom call. It really helped us to think about our financial picture in a whole new light!”
In response, thank them for the kudos and share how much you enjoy working with them. Then ask if you could use their recognition (or a version of it) in your marketing as a testimonial. Then, go one step further and ask if they would be willing to sit for a short interview to discuss their experience working with you and your firm. You’d be surprised how often they will say yes to this request.
After the engagement is completed: Clients are often most appreciative and forthcoming in the endorphin-fueled moments after the attainment of a major goal. However, not every individual is as comfortable offering gratitude or praise. If you typically schedule a debrief call after completing a specific element of the engagement (for instance, following client onboarding, the delivery of legal advice, or completion of tax filing) this is often an ideal time to ask your client for their direct feedback. If they agree, you can go one step further and ask if they’d be willing to participate in a success story interview.
Even if the client is not typically forthcoming in their praise, simply asking them can open the door to them saying “yes,” as it gives them permission to share their honest feedback. In the worst case, it may result in some critical feedback that can help you make service adjustments and do better the next time.
In all these scenarios, the key lies in identifying the best opportunities to leverage your clients’ enthusiasm during these moments that matter.