Business
Solutions
Three months after a major product launch, a quality problem threatened the credibility of the new flagship product. The sales organization was dispirited and skeptical of any corporate fixes. BPI was asked for some ideas. The time: two weeks before Christmas. The due date: January 2, in the branch offices.
A complete product relaunch, carefully positioned to satisfy the critical field reps. Rather than a full-blown bells-and-whistles production, BPI addressed the quality problems head on and developed support materials designed to make palatable a tricky customer- installed field retrofit and induce the reps to make sure installed equipment was fixed before selling other, more reliable products, something they didn’t want to do at all.The relaunch stressed quality as a Company hallmark (as indeed it is) and provided incentive for a retrofit and sales blitz: a sales competition complete with a prepackaged introduction in the branch, with a script for the branch manager, overheads, kits for the reps and managers, posters and prizes, handsome two-color typeset customer training and competitive analysis guides all arrived in the branches on January 2nd.
This from one of the bitterest complainers, a senior branch manager:“The Back-to-the-Future campaign was just what my people needed. The enthusiasm is great, and sales are up!”
From the Benchmark Publications portfolio of informative briefs, Business Solutions.
Go to Typical BPI Projects
for Business Briefs, short takes on big
projects.