Business-2-Business Case Studies - "Differentiate to deliver to powerful profits"

Problem: Competitor offerings were commoditised and pricing under was under pressure.

Solution: : Differentiate by translating Product & Service benefits into a language that end-customers understand and can value; ie: Allianz’s larger and more experienced risk team can reduce factory down time (in the event of an insured incident) and save $millions in a client’s revenue, not to mention reputation and brand impacts.

• Segmented clients. Differentiated on relevant experience, people, service and benefits selling; Using the language of end customers (VMD call “trading currency”) of financial institution’s and brokers, to identify value.
• Leveraged existing channels; 1) Sales force; tools, training and effectiveness, 2) Extranets; segmented, 3) Events; ensuring sales deliver info exchange and follow-up.
  

Problem: Mature, highly competitive market; 90% of business was from White label, out-bound telemarketing sales.

Solution: Organic growth. Diversify distribution and product offerings.

• Identified and launched alternate, low cost distribution channels. 1) DM; for 20% Database growth. 2) Internet links to Ins. sales pages on sponsor’s product website.
• Leveraged existing relationships and distribution experience to other industries. Drove new product development of an SME offering to new and existing clients.
  

Problem: $Multi-mil contracts up for tender, no clear product differentiation, highly $ competitive.

Objective: Win without compromising price position.

• Identified decision makers. Interrogated key targets to determine personal goals and major risk concerns. (Key: it’s never about the $Money. Serious tenderer’s respect a “win/win” outcom).
• Leveraged all sources for intelligence (all staff, CEO, legal etc). Leveraged the “tipping point” as theme for pitch. 90% success rate.

Problem: The merger of 4 separate business created a clear market leader. New positioning was needed.

Objective: Grow the pie and grow the slice.

• Prioritise decision makers (80/20 rule). Re-direct marketing $ to high value Quant and Qual research. Created a “knowledge leadership” using Network Events.
• Grow % media share by restructuring sales force around industry segments; i.e.: FMCG Vs Retail. Promoted up-sell via case studies proving ROI of cross format use.