In search of a practical solution
Our client, a B2B SaaS provider, found themselves losing out on competitive bids they knew they could have been winning, over and over again. They needed to know what they were missing. Were they leading with the wrong messages? Were they advertising the wrong benefits?
This team needed to go back to square one and figure out what their consumers were thinking. They needed a practical approach to contextualizing consumer insights that worked within their capacity and budget. We came on board to get them where they were going.
Working from the inside out
To fine tune their sales strategy, the client needed to know the triggers of their target audience and how those triggers related to certain benefit messages. But they had limited resources. So before we dove into anything, we conducted internal interviews. Was this information going to make a difference to their sales?
These interviews gave us a working hypothesis – certain triggers would naturally be connected to certain benefit statements. To approach this, we used two choice models, specifically MaxDiff. We used one model on triggers and one on benefit statements. Then we connected the two to reveal which triggers were linked to benefit statements.
Always lead with the same benefit
What our research revealed surprised our client – lead benefit statements remained mostly consistent by trigger and by audience type. Exceptions did exist, but those were easily built into the team’s sales playbook. Now, the client could approach the structure of their new sales strategy with confidence. They knew what would land where.
A clear sales strategy
Built from a rock-solid foundation of research and insights, the client now has a sales strategy that delivers wins. Once they understand the trigger for the customer’s search, they can easily tailor the conversation to the benefits most likely to impact the prospect’s decision. The uncertainty plaguing the company was erased, the sales team was united, and the path forward was illuminated with perfect clarity.
