One great way to get partners excited about selling a product or service is using success stories. It is a tool that can inspire action and drive increased revenue. Yet, many case studies fall flat. Case studies specifically written for a channel audience are valuable revenue drivers.
Make success stories do more work. Doing more than just telling the story will make this tool a partner growth initiative that makes a lasting impact.
Many organizations use one version of a case study for the channel and for end users. Rethink this approach and write success stories specifically for the channel community. Here are some simple suggestions for compelling success stories that provide action oriented content the entire channel will be encouraged by.
1 – Case study headline magic
Pull the reader in with a headline that leads with something they care about. For example, are they interested in increasing profitability, growing their business, identifying new revenue streams, or perhaps being in front of the next big advancement in the industry? Lead with a headline that puts a major partner goal front and center. Let them know taking the time to read or watch this success story will give them valuable business advice they can use.
2 – Give away the secret sauce
Make the path to success accessible to all that aspire to follow it. Most success stories leave out how to realize the same results. Provide specific steps taken along the path to success. Make sure to include any road blocks or pitfalls that got in the way too. Sharing how great things were accomplished does mean giving away some of the secret sauce. Yet, remember, this is the partner community. The more successful partners there are, the better.
Another way to create more successful partners is to create sales and marketing alignment across both organizations. Check out 6 steps to partner sales and marketing alignment and the Partner Alignment Builder Toolkit to get started.
3 – Caring about sharing
Use subheads and bullets throughout your story. Make the success story easy to scan and easy to share verbally. It is easier to remember stories that are easy to summarize. Subheads and bullets make it easier for partners to remember and share stories with their customers in their own words. This allows them to make the story their own.
4 – Appeal to steal
Steal the show by appealing to every learning style. Share successes with the partner community in several formats. Use written case studies, graphic representations, and videos to share stories. Varying formats will appeal to different partner audiences, further amplifying the message.
5 – Blast off
Success stories should inspire action. However, most just tell a story and call it good. Be sure to provide opportunities to act. After seeing the case study, partners should know exactly what actions to take to immediately get a piece of the action.
One last thought – Be sure to highlight the winning partner in the success story. It’s important to give credit where credit is due.