Project Success Stories
Discovery learning self-mailer exploits sales meeting theme.
The result was hundreds of inquiries from highly-placed sales executives, many with an urgent need to finalize sales meeting agendas.
Our client was seeking to kick start its fledgling discovery learning business by generating inquiries with a reasonable probability of closing within 90 days.
Selling into the training function can require a long sales cycle, since curriculum-related decisions require considerable deliberation and funding is not always available. Also, incumbent solutions frequently prove difficult to displace.
So we decided to package the offerings as high-engagement exercises for sales meetings, and promote to lists of sales VPs and administrators.
Sales executives are accustomed to making out-of-pocket investments for speakers and other meeting resources. What’s more, sales meetings are an ideal forum for short, participative learning events. So we positioned each discovery learning module to address a specific selling challenge (sales negotiating, selling against the competition, account and territory planning, financial cost-justification, leading sales teams, field/headquarters collaboration).
Then, as an added response incentive, we authored an “Insider’s Guide to Engaging Meeting Resources”, to provide unselfish guidance in both engaging traditional platform speakers and incorporating discovery learning events.
The result was hundreds of inquiries from highly-placed sales executives, many with an urgent need to finalize sales meeting agendas.
Provocative cover offers “powerful new sales meeting resource.”
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Inside spread emphasizes sales applications. Insider’s Guide incents action.
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