Building a strategic sales tool.
Navigating from pain points to sales.
Instead of starting the sales presentation with an overview of our services, we would take an audience centred approach.
By asking questions, sales people could engage the audience and adapt the presentation to changing topics of conversation.
I worked with the sales team to ensure the content and design met their needs, resulting in a comprehensive, flexible and intuitive tool.
Section 1 - Showing that we get it
Empathizing with the target audience.
We start off by demonstrating our understanding of the larger difficulties our target audience face.
This section was underpinned by a wealth of industry research collected by the business strategist. Linking it together, we pointed to a bigger trend that resonated with our target audience: that marketers no longer have time for innovation, they are getting bogged down with the little details. Then we presented Task as a new approach to getting ahead.
Section 2 - Audience goal choice
Our messaging strategy had yielded four main pain points (slow speed to market, bad print quality, high costs and hassle).
We didn't want to focus on the negative and possibly put our audience on the defensive. We reframed the pain points from the messaging strategy into benefits that could help our target audience get ahead. They became; faster to market, higher quality, lower cost, less-hassle.
The transformation from current way to the new and better way was key. Animations would allow the audience to visualize the benefits.
Section 3 - Helping you achieve your goal
This section explores the common obstacles that can prevent the target audience from achieving the desired outcome.
We break down the larger problem into the little pieces that add up to create it.
Drawing on the messaging strategy we name the specific challenges that our target audience face. Then we showed specifically how we would avoid or address those specific problems, calling it The Task Approach.
Section 4 - Proof of concept = case studies
Having an approach that sounds good is one thing, but evidence of past behaviour is another. Task has a strong track record with major brands. This was a valuable tool to build trust.
Case studies are linked to benefits, allowing a sales person to dig deeper and show real-world examples right in the presentation.
Section 5 - Next steps, services
The services are the last step of the sales journey. The goal of this section is to allow the audience and sales rep to talk specifics about working together, and establish the next steps.
An index page gives an overview of the services and how they relate to each other. Each service is expressed with a representational icon.
The icons link to a separate page with an in-depth description of the service.
- needed to convert the sales presentation into website
- different kind of copy, website is self guided
- audience would use it as information website, needed to host info
- new format for case studies
- built website
- wrote copy
- collected images
** add section, graphic design, colour/image choices, brand guidelines.