Clients Case Study: Value Propositions Drive Enterprise Sales For A Start-Up ISV
Wiresoft, an independent software vendor, provides a Linux server operating system and an automated server management solution. Like many start-ups, they were intensely focused on their technology - and their marketing reflected that. Their existing materials highlighted product features, with little information on benefits and value. Not surprisingly, sales to date had been solely to IT early adopters. This was somewhat ironic because, at the time, they had the only Linux OS with a GUI interface - a feature that should have made them attractive to a broader audience.
Rex Klein was brought on as the Vice President of Sales to develop enterprise accounts and penetrate new markets. An experienced sales professional, Rex knew that the entire marketing approach would have to be reworked if their growth plan was going to be successful. Fully occupied with other business development tasks, Rex engaged us to help with their messaging.
Since a lot of marketing is just hype, we decided to test the claim that anybody could easily use Wiresoft technology. In less than 45 minutes (having made one mistake early on that caused us to start over) we had configured a server and set up new email accounts. Convinced that the "ease-of-use" claim was valid and already familiar with the solid reputation of Linux server systems, we agreed to help them with their sales and marketing.
After researching the market, we mapped out the business issues for each key player in the targeted vertical industries. From customer interviews we identified the key benefits and quantified their value. We crafted that information into value propositions tailored to each key player. The value propositions then served as the base for all subsequent advertising, public relations, and other marketing communications. The results were immediate and substantial.
"The value propositions that Paul developed were core to our approach going forward - enabling us to move into larger accounts and resulting in an opening sale of $280,000." Rex Klein, Vice President of Sales
BACK TO TOP