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Broaden (Financial & Professional Services)
"Having a big picture has helped us close at least a dozen deals worth £1/4 million in fees because the client 'got it'”
“"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
Broaden had been established for ten years, and had reached capacity. To enable the rapid growth planned, it was necessary to attract new partners into the business and to speed up the sales process with a repeatable, engaging presentation.
Broaden was committed to systemising and enhancing the process for recruitment and training, and for sales meetings. The goal was to explain the Broaden proposition in a simple, compelling manner.
The big picture was needed for face-to-face meetings with potential business partners and prospects, for presentations, and for exhibitions and networking meetings as a high impact take home. By creating a big picture that was easy to explain, understand and remember the process of presenting the company proposition could be passed on to new partners and employees, releasing the Managing Director to focus on business growth.
Cognac Solution:
Working closely with Broaden’s Managing Director, 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 was 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.
