Your most important sales collateral? Case studies. No question.

Sure, your prospects care about what you do, how you do it, how it works, etc.

But what they really want to see is themselves - three months from now - ideally successful using whatever you're offering.

Without a time machine, the next best thing is to reading about, or hearing from, people just like them who are already using your product and love it.

The importance of case studies may be universal, but I'm constantly surprised how many sales & marketing organizations bury them amidst a pile of product brochures.

Casey Hibbard's Stories That Sell does an excellent job explaining how to build and use success stories throughout your sales & marketing process.

Rather than making success stories a part of your messaging, why not make them the star?

How well featured (or how buried) are your customer success stories?