Accelerating Sales & Buying Conversations
Summary
Helping sector-leading engineering software company Petroleum Experts accelerate sales/buying conversations by creating set-piece visuals that can be easily understood with all involved in a complex process.
Key Outcomes
Accelerated decision-making and improved customer/employee understanding.
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Main Activities
Engineering advertisement, communications audit, proposition development, copywriting, graphic design, print and brand-experience.
Intro
Petroleum Experts are an engineering-software company that helps organisations maximise oil and gas production. Their ‘Digital Oil Field’ solution had been incredibly well-received by engineers, who understood the potency of the software applications, but getting agreement for purchase relied on a much wider variety of people. These included project managers, procurement staff, purchasing teams, finance staff and the c-suite execs of the production companies.
Petex was looking to for better ways to gain agreement from each of the individual parties and accelerate conversations in what could be quite an intricate buying process. Naturally we were delighted to help.
These are the highlights of our work together…
Crafting a Universally Understandable Message
Stakeholders of all disciplines were much more able to understand the essence of the solution with a superbly simple-yet-effective combination of words and pictures.
Depicting the 5 layers of the software as 5 lenses of a telescope giving clients ‘a clearer view’ of the potential of their oil-field asset was transformational for PETEX.
Reaching New Customers
New international customers were able to be reached by converting the visual into a series of effective print advertisements – there were versions created for both on-off-shore oil & gas exploration.
Using All Available Touch-points
The visuals were used at every potential opportunity by Petroleum Experts and in many different guises to influence stakeholders at all levels. This includes as print advertisements, on the company website, within the company brochures and even as a one-page explainer which was shown as part of the buying process.
Delivering Internal Value
The research and creative phases were incredibly useful themselves in helping PETEX staff learn more about the value of their own solutions and how to present them to prospective/existing clients.
Leveraging Special Occasions
The visual has truly stood the test of time, it has been used with great versatility in many of Petex’s communications, it was used to mark Petex’s 25 years in business and is still used to this day several years later.
Building On A Great Idea
Going beyond the traditional engineering advertisement format, new and innovative ideas were put-forward about how the 5 lenses could be presented with even greater impact at the tradeshows attended by PETEX. We also explored different ideas for the organisation’s other competitive advantages.
Final Outcomes
Accelerated Buy-In from all involved in the buying process.
Better Customer Understanding of the DOF suite and how it adds value.
Greater Internal Understanding of the software applications. (Particularly with new employees of the company.)
Increased Confidence of Petex Employees in how best to sell the DOF suite software.
Improved Perceived Value of the DOF suite in the marketplace.
Stronger Overall Presentation of the Petex brand.
Outstanding Return on Investment.
Testimonial
“The team at THE LOFT created an image that visually captured the remit we set — our business, our industry sector and a technology message — in a visually attractive way. Their team spent quality time with us to understand the spirit of what we wanted to be captured and then, through several iterations, came up with the final images which we are very satisfied with. These images are used in publications, product brochures and on our website.”
James Woodrow, Petroleum Experts Limited