Case Histories
Case histories are basically a testimonial in story or anecdotal form. Their added length allows more detail to be presented in order to further clarify an issue or better itemize the proof for a given statement. Case histories can also break the monotony of a long presentation. Like their counterpart testimonials, case histories should only be used when they clearly illustrate a particular point and are appropriate for the prospective buyer. Unrelated or tangential stories not only distract the customer but can be a source of irritation that works against credibility building. Case histories should be short and to the point lasting no more than a minute. They should support the presentation rather than becoming the center of attention.