“Wer liefert was” (now Visable) is a platform which connects buyers and suppliers to help them finding their best business partner for their companies all around Europe. In collaboration with sales I was mandated to improve their products for diverse global users and to create a strategy.
- Wer liefert was
- B2B
- Europe
- Personal work
- Strategic, service design & UX/UI
How to enable sellers to be more convincing and productive throughout the sale experience?
CHALLENGE.
Within the companies (“Wer liefert was” & Europages), the sale team is composed of a group of 150 international sellers working all around Europe. On a daily basis they get in touch with clients or potential customers (Leads) trying to promote the company services and expertise within the B2B industry.
CONCEPT.
The new tool enables sellers to use the full potential of the platform database and empower them to have a strong support for their selling argumentation. From now on, they can present the “Wlw” & Europages services in an optimal way, showcasing the potential and new business opportunities to clients.
FOUNDATION.
I started to collaborate with the department in September 2017, with the responsibility to improve the products for their diverse global users and to create a new vision for the sales experiences. This led to 8 months of deep field research analysis, interviewing around 50 people from 3 countries.
FOCUS ON RESEARCH.
While aiming to have an advanced selling tool, I first wanted to better understand the process & challenges of the sales individuals, their tools, their potential customers & their world to discover key opportunities in order to create meaningful improvement.
RESEARCH INSIGHTS.
After doing live study of their action in Hamburg, I did several face to face interviews in France and run workshops in France and Germany. This approach was beneficial to get a clearer understanding and gather complementary field insights. From the initial perspectives I got, I analyzed that there is not only one particular painpoint at a specific part of the workflow, but several ones which occur in different situations based on the customer needs & the sales representative task & operation.
CULTURAL TARGET GROUP.
Culture specificities were challenging because they have a primordial role within the sales procedure and in the end strongly impacted the final tool for all user needs. In order to get good results, I had to at first understand & empathise with the reality of the seller. Indeed, users can be experienced or new, using several tools in many different occasions. Some examples of feedback I collected during my interviews are displayed below.
GATHER FEEDBACK.
In order to send an optimal MVP, it was necessary to gather as much feedback as possible. Furthermore, in collaboration with sales management, we made a couple of user tests to make sure that the ideas were correctly understood by the user groups and were aiming towards the right direction. Those sessions led to couple of adjustments until the final iteration.
A NEW TOOL.
Sales tool is a new software-based approach which enhance sales potential. It regroups all needed tools into one seamless interface. This last one enables sales individuals to be more flexible while talking to prospects allowing them to focus on the conversation and having a quick access to multiple tools. The current feedback I received were very encouraging and strongly supported the business growth of the company.
SLIDESHOW.
A quick presentation overview summarises the online expertise & services that “Wer liefert was” and Europages provide for B2B customers around Europe.
ANALYSIS OF NEED.
The first step is to have an understanding of the need of the customer. Through a series of questions the seller can highlight key elements for potential customers. Based on provided answers, they adapt packages to address customers’ business size and goals.
RANKING SEO LANDSCAPE.
In the second stage, sellers are able to showcase how well leads are ranked on Google or via other B2B competitive platform. This stage helps the seller to make a shift into the argumentation by providing key SEO facts.
BUDGET CALCULATION.
At this stage, sellers set up an adaptable offer fitting the need of the lead. They can easily customize offers and online marketing add-ons such as a better ranking on the platform, more visibility around Europe, AdWords ranking on Google, or a retargeting service for a marketing campaign to support customer market growth.
SETUP A CONTRACT.
Now is the time to make the deal. Sellers can use an integrated tool to easily setup new contracts and hand it over directly to the customer while having a face to face conversation. This option helps them to be more productive and look even more professional in front of a client.
CONTRACT IS READY.
Contract is ready to be handed over to the interested client, easily and efficiently. The overall feedback session showed an increase of 50% of the overall productivity of the sellers, helping them to have between 1 to 2 appointments more per day.
BACKSTAGE.
Highlights of the design process I have been through. From user workflow, wire framing, interaction, visual and logo design to the final specs for the devs team in Dusseldorf & Lithuania.
