US 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 littledifferentiated
• 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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