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Presentation Skills: How to incorporate a case study effectively


If done well, using case studies in your presentation can be very effective. They are a great way to showcase what you can do and to get audience engagement.

People love stories and a case study is just a story; they are the preferred communication of the unconscious mind.

Here are a few pointers for using a case study effectively:

  • Choose a case study depending on your audience, one they’ll associate with.
  • It should tell a story, rather than be only data-driven because that’s memorable.
  • Make sure the story flows easily and has a point.
  • Avoid industry jargon – explain everything (succintly), even if it’s obvious to you.
  • Use a before and after scenario to demonstrate how you helped.
  • Talk on an emotional level, if you are able to. This will immerse listeners.
  • Always maintain client confidentiality.
  • Use exact figures (if it doesn’t risk confidentiality).
  • End on a positive note highlighting how you helped the customer.

If you have permission from a client to tell their story, you can take the case study even further. The case study is more believable if it’s in their words. If they are short on time, talk to them on the phone and transcribe your conversation. If possible, take the story one step on. For example, if you saved your client £2,000 per month, find out what they are doing with that money now. You might be able to say: ‘With the £2,000 a month we saved our client, they were able to employ a member of staff.’ Finally ask to use a photo of them and add that in to make it even more real.

As well as creating an engaging and memorable presentation, using case studies can be a powerful sales technique. Try it!

Simply Amazing Training offers professional presentation skills training courses for companies and individuals.  Have a look at our Guide to our most popular training courses and presentation skills workshops or call me today for a chat to discuss; we recognise that all of our clients are different and have different needs when it comes to their in house company training courses.

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