CANON: AN INTEGRATED SALES TOOL
The CANON B2B Sales Tool was created to support the Canon sales network and promote synergies across the various sectors that the company serves. Besides acting as a kind of advanced catalogue showcasing all the 50+ B2B solutions in a single document, the CANON B2B Sales Tool is a simple, effective aid for sales staff presenting the company’s services to Customers. It organises the solutions, Customer profiles and reference sectors for the sales network in real time.
Canon needed to unify and structure its diverse service and solution portfolio, creating a storytelling approach for sales staff to use when presenting to Customers, to enhance the service to Customers while standardising the language used in the sales network.
Working closely with Canon to understand their business, Logotel mapped and reworked the company’s complex, comprehensive B2B offering and distilled it into a simple, intuitive new interactive tool. It fits perfectly with the salespeople’s working lifestyle – on the move throughout Italy – as they address the needs of different Customers and different branches within a given company.
The CANON B2B Sales Tool is a modular digital tool containing Canon’s entire B2B offering. It provides a new sales experience centred on the Customers’ needs.
Its integrated functions enable sales staff to present the various solutions clearly and effectively, supported by information about the target sector and the types of Customer that they have to deal with.
Sales staff will find the tool useful at various points in the sales journey: while preparing to see the prospect and then later during the presentation itself.
- Before meeting the Customer, the salesperson uses the tool on their own. It enables the salesperson to brush up their knowledge and focus on the prospect’s needs. For example, dedicated sections of the document set out the various personas (prospect profiles) that they may come across and the various solutions to pitch to them.
- During a meeting, the CANON B2B Sales Tool is a modular real-time guide helping the salesperson to present the solution selected for the Customer. The salesperson uses the interactive tool with the end Customer, walking them through a general overview about Canon, then using a clickable catalogue to pick from the various products and services available, each broken down into specific areas.
- After the meeting, the tool can also be used to fill in an information form and send a report by selecting the parts of the offering that interest the Customer, thus simplifying the follow-up process.
The Logotel team examined the end customers’ and the salespeople’s various needs and restructured Canon’s range by grouping together the 50+ kinds of solution into targeted categories and creating a breakdown of the types of company and their respective internal sectors that the salespeople encounter.
The tool supports the sales process in an agile, intuitive way with a common language, enabling the salespeople to pick the most appropriate solution for each Customer. Each service includes several case studies to present in support of the sale to add value to the solution offered.
Besides its value as a training aid, the CANON B2B Sales Tool enables salespeople to “change tack” nimbly and swiftly in real time during a Customer meeting, to present another area of the Canon offering with all the latest information.
THE PROJECT IN FIGURES
7 sectors targeted and their offerings clustered
50+ solutions mapped and simplified based on Customer needs