In Part 3 of this three-part series, we’ll look at use cases, explaining the benefits these bring to your sales team.
Let’s Take a Look at Use Cases
A use case is another example of a sales-enablement document that presents a solution to a potential problem. This is commonly a non-technical document, often just a page or two in length that explains how a technology or combination of technologies works and how they can be used to address a specific problem. It is different from a case study in that the solution may not have been used in a real-world application that can be referenced or is another example of how the solution could be applied.
Let’s take our example from Parts 1 and 2 of this series where a business owner was trying to determine as early as possible when a vehicle pulled up to the front entrance gate. The case study explained the concept of using a gate solution at the entrance to a facility to solve the challenge, however, the technology may be able to solve other problems that are similar such as a service entrance to the east side of the facility that’s only meant for truck entry. There could be nuisances that change the exact application of the technology and weren’t used in the previously documented front entrance application.
The advantage of a use case is that you don’t need to have a customer reference to cite. You can imagine many different scenarios where your solution will solve problems for your clients and prospects. This allows your team to develop many use case documents that are specific to applications that your sales team may encounter during meetings or focus on as a target market.
From an online marketing perspective, a use case document can be used as part of a series of solution blogs designed to give clients new ideas about your technologies and services. For example, the blog post can act as a challenge-to-solution teaser. At the end of the blog may be links to a few different additional resources including a similar case study as well as a link to the related technical whitepaper. This allows a customer to look to one topic-focused blog page to get the relevant additional information they need to make a good decision and move the idea or project to the next step.
Professional Assistance
Hire Vector Firm to identify, research, and write your next use case and create a complete sales and marketing campaign strategy. Our team will position the use case to move current clients and prospects along in their buyer’s journey.
