Logisitics software vendor
Project 2 - Sales process and colateral
Background
This Australian company had been in the logistics software industry for 30 years. We had previously completed a survey for the company to gain insight into client and prospect decision drivers in a specific market. Our results allowed us to reposition the company far more competitively.
The company had:
- over 500 sites in Australia and Asia using its products
- established sales, marketing, customer service and technical support
teams
- a suite of marketing and sales tools including brochures, utility
sheets, hard copy mailers, customer case studies, a PowerPoint sales
presentation and a detailed sales proposal based on a previous
positioning
- a lengthy, manual sales process which was time-consuming and had
a low conversion rate.
Challenge
To update or replace existing sales and marketing tools to be more effective in converting suspects to clients, and to do it quickly and cost-effectively.
Solution
We recommended optimizing the sales process first and then creating compelling sales tools that would gain greater response using the improved process. We:
- extracted all the possible features and benefits for company and product
- researched competitors’ websites for their terminology and positioning
- created a sharp, compelling positioning statement which was clearly
competitive
- devised a sales process which enabled more rapid response and
earlier qualification and which cost far less to implement
- extracted quotes from multiple case studies, publications and other
documents
- wrote brief compelling brochures which could be used for all the
target markets
- re-wrote all other tools to be briefer, more credible, more compelling
with more evidence
- researched industry trends and wrote email flyers which would be
useful to prospects and build strong relationship quickly.
Results
In 3 weeks the company had a new image, new tagline, new sales process and 21 new sales tools and templates to create their own.
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