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LEAF Commercial Capital, Inc., a subsidiary of M&T Bank.
As print demand accelerates its decline amid the dramatic shift to hybrid workplaces, office technology dealers are scrambling to get new revenue drivers in place. But once the dust has settled and the new offering is
made available to customers, sales teams often find that the selling strategies that worked in the past aren’t
a good match for today’s business environment.
Take a sales representative’s recent experience with VoIP, a newly added offering. The benefit of the technology was clearly compelling to the SMBs the dealer was targeting. But sales were weak. What went wrong?
Developing New Selling Strategies for Today’s Marketplace
Here’s how we worked with the sales representative to get to the heart of the problem and come up with a plan to address some of their customers’ most urgent concerns and win their business.
The Challenges
Declining clicks and revenues amid a pandemic-accelerated shift from print to digital
Quickly evolving customer needs driven by remote work and a changing business environment
Weak response to what should have been a strong offering to SMB customers looking to improve communications and control costs
The Solution
Together, the sales representative and LEAF’s team determined that the issue wasn’t the value proposition of the VoIP solution
The Result
The sales representative is currently facing less competitive pricing pressure, winning more business, and building bigger, more profitable opportunities with the dealer’s bundled MPS and VoIP offering. The sales representative has also been successful in helping customers see the company as more than a source of traditional office products. With the help of LEAF’s finance and marketing support teams, the sales representative is capturing more opportunities now and helping the company to position for long-term competitive strength as marketplace needs continue to evolve.
The real problem? SMB perception that the solution wasn’t affordable, especially coming off two very challenging years
With this insight, LEAF’s finance team proposed a solution that bundled the company’s mainstay, MPS, with its new VoIP offering
LEAF’s marketing support team also created a campaign promoting the affordability of the new offering and strengthening the dealer’s differentiation as a forward-thinking business solutions partner, rather than just another player in an increasingly commoditized MPS market
