Broaden - Push Purchasing
"Having a big picture has helped us close at least a dozen deals worth £1/4 million in fees because the client
'got it'”
- Paul Sherman, Managing Director, Broaden Ltd
Brief:
Broaden, relying on the experience and sales skills of Paul Sherman, had been established for ten years
and had reached capacity. To enable the rapid growth planned for 2005, it was necessary to attract new
partners into the business and to speed up the sales process with a repeatable, engaging presentation.
Broaden was therefore committed to systemising and enhancing the process for recruitment & training,
and for sales meetings. The goal was to explaining the Broaden proposition in a simple, compelling
manner.
The big picture was designed for face-to-face meetings with potential business partners & prospects, for
presentations, and for exhibitions and networking meetings as a high impact take home.
Cognac Solution:
Working closely with Paul Sherman, Cognac spent time distilling the existing marketing material for Broaden.
The brand was strong, but visuals had not yet been used to represent the services offered, or the processes
involved. Using the strong Broaden icon as a guide, Cognac created a focal point and process flow to engage
the viewer. Cognac were able to incorporate not only company background, credibility, and core services,
but also useful “tips” for pushing down costs, thus making it a useful document on cost-reduction in its own
right.
Results:
In just a few weeks the Broaden Big Picture is already impacting Broaden’s bottom line. Where an interest
has been expressed, the big picture is serving invaluably as a deal closer. The strong branding and clear
structure leaves the prospect with a clear vision of what Broaden can do for them.
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