Part two

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.

 
 
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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.

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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. 

 

 
 
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 I designed the four animations to be used as section introductions.

I designed the four animations to be used as section introductions.


 

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.

 
 
 Working with the marketing department, I lead the structure, organization, copy and design of pitfalls and approaches.

Working with the marketing department, I lead the structure, organization, copy and design of pitfalls and approaches.

 
 

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. 

 
  Working with the marketing department, I lead the structure, copy and design of 12 case studies.      show case study structure guidelines, inverted pyramid, get attention quick, can skip through if they want, most important nuggets first.    

Working with the marketing department, I lead the structure, copy and design of 12 case studies.  

show case study structure guidelines, inverted pyramid, get attention quick, can skip through if they want, most important nuggets first.

 

 

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.

 I reorganized the original structure of services and their relationships to each other, wrote service descriptions, and created illustrative icons for each offering.

I reorganized the original structure of services and their relationships to each other, wrote service descriptions, and created illustrative icons for each offering.

 
 

 

     
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