Collateral for new customers
A groundbreaking company in stock trading technologies had played a leading yet unkonwn role in building the electronic trading platforms that gave us day trading. Yet it was still best known in the market for a software interface it sold as a competitor to e*trade.
The sales force was targeting large brokerage houses and trading floors, prospects that weren’t particularly interested in changing trading tools. Prospects didn’t understand that using web services, they could get a portfolio of solutions and data directly to their existing interface.
We asked the sales force what they most needed to reach this audience. Their answer: something we can speak to, rather than speak for us. I provided them a provocative opening, and then listed their services so that they could explain them on their own.
Result: Sales force was pleased and highly motivated to use the collateral.
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