It’s not about the meeting. It’s about the close.
Company: Advanced Tooling Solutions, Inc.
Industry: Industrial tooling, aerospace and automotive industries.
Situation: Adapting an aerospace tooling method to save time and money in the automotive industry.
Success measure: Gain credibility and adoption by automotive supply chain.
“We got into this as a technical team,” Smith said. “Not having made lots of sales calls, we did not understand the selling process. We did not understand what we needed at each step in the sale.” But as BentonsEdge and the team jointly engaged parts-makers and automotive executives in discussion around their particular economic situation, the team gained the insight to tailor its sales approach. The focus shifted to be most relevant depending on the perspective of the audience.
BentonsEdge and ATS built a simple future-state Value-Story™ focusing on competitive advantages available for suppliers that would test and adopt the new tooling methods.
“Our early pitches had too much information, too many details. And it was confusing for our audience. BentonsEdge helped us be clear, simplifying on key messages for the audience at hand,” Smith said. “It's not just about feeling good about a meeting, and agreeing to meet again. It's about actually getting something out of the meeting.”
[Next page: results]
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