BT Wholesale sells broadband and private network solutions to a wide range of customers from Global Carriers and Network Operators to Resellers and Systems Integrators.
BT Wholesale has a direct sales team that targets potential customers. This team was having difficulty making sales because they did not understand the challenges that different prospects faced.
As part of a team of agencies, and working with BT Wholesale staff, we researched the market and identified six categories of customer. For each category, we wrote a summary of the competitive landscape and the key market issues.
We developed a series of trigger questions for sales staff to investigate these issues with prospects and a clear description of the BT Wholesale products that address each issue.
This information was collated into an easy-to-use guide which the sales staff were trained to use. The guide proved so successful that BT Wholesale has commissioned a further one for another part of its business.