Sales tools that align teams and sell the story
Using visual storytelling to design a dynamic value proposition for an innovative new platform
Consistent innovation is vital to staying ahead in an increasingly competitive landscape. A digital business and IT services leader did this by launching their new cloud-based digital platform and partner ecosystem designed to revolutionize the insurance industry.
Although they knew they had a valuable combination of services on their hands, effectively communicating that value to others proved to be a challenge. This company recognized the need to ensure their platform’s potential would be fully understood and appreciated by their target audience. That’s when they reached out to Territory.
Our expertise is frequently sought by organizations to help them clarify their objectives and move forward with a united vision. In this case, we were tasked with defining the value of the new platform’s offerings, surfacing critical customer insights, and ultimately bringing the team’s ideas to life. In addition, we were asked to create a clear and compelling visualization that communicated this value proposition.
Understanding customer needs
The first stage of this engagement entailed two remote interactive workshops with the team. The first focused on the ideal customer base, the audience to which this value proposition would be appealing. We had three main goals for session one:
Create team alignment around who the audience is, in this case, the customer. What kind of person will need to connect with this value proposition?
Understand what the customer needs from the product. How will it impact their goals or their audience?
Determine what questions and concerns the customer has, then seek to proactively answer them with the value proposition. How will it speak to customer concerns?
Defining and selling value
The next session prioritized team alignment on the new platform. What is it? What does it do? What does it provide for the company? For customers? As in any sales situation, the language used to inform customers and speak about product capabilities should be aligned across the sales team. Consistency in answering these questions can be the difference between confusing a customer or addressing their unique concerns by creating a customized solution using the product.
Compelling visualization of a completed toolkit
With a clear understanding of the platform’s unique benefits, our next step was to craft a story that would effectively communicate this value. We focused on presenting the platform in a way that was informative and relatable, but still visually engaging. This involved exploring various visual formats to ensure that the story would be compelling without losing clarity.
Our goal was to create an illustration that not only told the story of the platform’s benefits but did so in a way that would connect with the audience and make the value proposition immediately apparent.
The final product is a sales toolkit that takes the clarified value proposition and product assets and represents them in an engaging and visual presentation. This work communicates the platform’s unique benefits, captures the essence of the value proposition, and resonates with the internal sales team and external customer base in meaningful but easy-to-understand ways.
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