Corprate Coverage
Ailment
Sell value, not price. That’ the cardinal rule in sales; especially when your competitors offer the same pricing structure as you. Corporate Coverage has been able to tread water in this environment for nearly 10 years with no formal branding effort. Their attention to detail and value-added services had helped them keep existing clients and even win new ones. These clients, however, are all due for renewal meetings down the road. During these meetings, a competitor will often come in and offer as much under the sun, price excluded, to garner business away from Corporate Coverage. With the health insurance industry as topsy-turvy as it is, competition like this can really put a dent in retaining clients and winning new business. In Corporate Coverage’ world, illustrating value and separating from competitors has become essential.
Prescription
- Identify Key Messaging
- Redesign Corp. Identity
- Implement Message-Driven Stationery Collateral
- Shorten Sales with Complete Sales Collateral Package
- Re-launch Web Site with Focus on Drive-to-Web ability
- Revisit and Redesign Proposal Process
Cure
The competition stands little chance. Vitamin improved Corporate Coverage’ ability to sell and retain clients by extrapolating what made Corporate Coverage different and using this difference as the basis for re-branding the company. Be it Corporate Coverage’ business cards, web site, leave-behind material or even proposal, the value they offer prospective and repeat clients is clear. Bring on the renewal meetings.
- Value proposition and secondary messaging was extrapolated and used as ground work for a fresh logo design. A distinctive color palate was implemented
- Stationary collateral was created based on improving vendor-client communication. Specific items were designed in order to help grab attention, create interest and personal involvement
- Sales cycle shortened and brand recognition bolstered through ability to leave material behind that repeated verbal sales message while working to cross-sell ancillary products and services
- Most requested forms needed by existing clients placed online and web-based content designed around this data in order to further cross promote products and services
- New proposal system improved read-ability, brand consistency and prospects ability to further understand Corporate Coverage’ overall difference