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Within the car fleet market, Daewoo wanted to improve conversion of
first meetings to second meetings.
Sales opportunities were being lost because their prime USPs were
being obscured by other issues covered in a meeting. To rectify the
situation, and give a helping hand to some newly recruited representatives,
Daewoo commissioned The Communications Group.com to produce an interactive
laptop presentation. The fact we could ‘labour’ their
USPs within the presentation meant that they were unlikely to be overlooked
or forgotten.
Our cross-industry experience, in particular our experience with Compaq,
gave us an insight into how the tool could be further enhanced. We
suggested adding extra functionality to the presentation whereby the
representative could call up the cost of ownership of the prospect’s
current fleet from an underlying database and then, alongside, create
a list of Daewoo alternative cars with the comparative costs. A total
at the bottom of the page would then show the ‘Daewoo Difference’
– which proved to be a powerful call to action. The fact the
underlying database was provided (each month) by an independent source
within the auto industry could only help the credibility of the figures
shown.
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