Case Study
Kinnear Office Furnishings Case Study
*Kinnear Office Furnishings is an office design and renovation company that was struggling to generate leads through traditional cold-email outreach. Its sales team needed a better way to network online, especially through LinkedIn, and turned to Smith Training & Consulting for specialized training and coaching.
For this B2B case-study assignment, I wrote a customer story showing how Smith Training & Consulting helped Kinnear’s sales team build practical online-networking skills, put them into use quickly, and improve lead-generation results. The finished case study follows the progression from Kinnear’s original challenge through the training experience and into the measurable outcome.
At a Glance
Audience
Prospective corporate training buyers / sales leaders
Deliverable
B2B case study
Project type
Course assignment completed during AWAI’s B2B Writing Apprentice program
The Challenge
Kinnear’s sales team was struggling to generate leads through traditional cold-email outreach. They knew online networking — especially LinkedIn — could open up more opportunities, but they didn’t yet have the skills or process to use it effectively.
The case study needed to make that problem tangible, then show why Smith Training & Consulting was a credible fit: not a general-purpose sales trainer, but a specialist in practical online-networking techniques that the team could start using right away.
My Approach
01
Build the story around the customer’s problem
The case study opens with Kinnear’s difficulty generating leads and lets the customer describe that frustration directly. That gives the training a clear reason to matter before getting into program details.
02
Use the customer’s experience to explain the solution
Rather than presenting the workshop as a feature list, the story moves through what Kinnear actually valued: practical techniques, action-oriented follow-up training, and access to one-to-one coaching. Customer quotes do much of the credibility work.
03
Let the outcome complete the story
The piece builds from the original prospecting problem to a concrete change: Kinnear reported doubled online-networking effectiveness within the first month and increased sales as a result. That gives the story a clear problem-solution-outcome arc.
Project Context
Project type
Course assignment completed during AWAI’s B2B Writing Apprentice program.
Business
Kinnear Office Furnishings and Smith Training & Consulting were fictitious businesses created for the assignment.
Have a customer story worth telling?
Let me help you turn the result into a clear, credible story that shows what your work can make possible.