North American systems integrator

Background

The company had had been in Australia for just over 12 months and had gained one major customer. The company:

was driven by US sales processes with limited local relevance
was focused on high value, complex, multiple-service solutions
needed short sales cycles and short term cashflow
experienced long sales cycles, no new closures and under
target performance
faced large established competitors from whom it was little
differentiated
had generalised corporate sales tools and low brand
recognition
had high turnover of salespeople

Challenge

To decrease the sales cycle, increase conversion rates, maximize sales and stabilize the salesforce.

Solution

Project 1:

We appraised the corporate offering and sales strategy, and recommended a complete change of focus to shorten the sales cycle. We identified a key product and repackaged it as a solution. We developed a matrix for prospect targeting; a complete suite of marketing collateral, selling protocols and scripts, and service delivery tools.

After 6 weeks, the company had:

increased its gain rate of first time meetings 300%
increased prospect to Proof of Concept conversion rate 500%
expanded its sales pipeline 300%.

Within 12 months, the new approach accounted for 80% of new business revenue.

Project 2:

The company sought to access the NSW club market, based on success with a major supplier to this market. We reviewed product and service capability and devised a new service with a new name, new focus and pricing model. We developed the marketing collateral, profiled the ideal prospects and provided feedback into product development.

After 4 weeks the new brand:

was adopted by the North American parent
formed the basis of a global launch into the gaming sector.

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