The sales of the future is digital – also in B2B companies.
Even within traditional industries the future sales experience are changing from being based on relations, marketing material and other printed elements to focus on online – e-commerce and demands on a strong and present brand, also in professional relations.
Based on the overall challenge – Terma’s sales and marketing function for radar solutions contacted Zimplifi & Little Studio to identify the future digital sales experience for the mentioned business area.
PROCESS
Based on interview and research with selected customers and internal stakeholders, and a focus on digital trends for buying behaviour within the B2B industry, a foundation was developed. The foundation focused on what, where and when Terma’s customers and stakeholders meet the company the first time, what they ask for, and how buying decisions are taken.
In cooperation between Terma’s marketing, sales departments and Little Studio & Zimplifi, the future direction for the digital sales experience was developed from awareness to buying. Research on customer behaviour, trends within online marketing, input from the sales employees on their needs, digital sales approaches and search words – was identified and worked with to come up with concepts for how to brand and communicate the Terma products in a different way.
The objective was to bring the products closer to the customers and focus on how Terma due to its technological insight, contribute to a higher operational growth and value. Furthermore it was to strengthen the Terma brand across digital channels due to new and different stories, using video’s and different ways of communicating.
The concept contained suggestions to the tools for selling in the digital environment. From overall branding to using different approaches such as: storytelling, presenting the products in a different way and a sales kit for the sales employees to use in the personal relation with the customer to ensure a consistency with the overall customer experience.
RESULT
- A suggested concept for the digital sales experience across digital touchpints
- Brand positioning and concept for web structure, storytelling and presentation of products and solutions across touch points
- Suggested storylines for video promotion
- Sales kit for the sales employees to use in the personal relation