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Deploying a SEL programme in a niche industry sector
Delaware Consulting, a major IT service company in Belgium , appointed LUON MarketWatch the task to apply the SEL (Survey-Event-Lead) methodology to a niche industry sector it wished to approach with a new dedicated ERP solution. The key problem was that the company had little knowledge, network or reputation in this market (all key success factors in the world of ERP sales). Within three months, we had conducted more than 50 qualitative interviews with CEOs and finance managers within the sector. The research results were first analyzed during a workshop at Delaware with the CEO and all relevant consulting and sales staff. During subsequent calling sessions we managed to attract 30+ CEOs, covering most of the major companies in this industry sector, to a Delaware event where we presented an abridged version of the research results.
Quote Delaware:
"We approached LUON Marketwatch to initiate one of our Go To Markets with their SEL method. From a highly targeted pool of approximately 120 companies, we succeeded in getting 40 CxOs together for a round table. One out of three - that's a success we truly weren't expecting."
"What I remember from the used methodology is that it permits you to give something back to your audience. The fact that it uses the simple "give and take" principle makes this method perfectly suited for technological compagnies with a so-called product push. In a world where companies are practically flooded by solution providers offering them "solutions" without knowing the actual pains that exist, it was refreshing to see how the LUON MarketWatch consultants were able to arouse genuine interest from senior managements. An amazing one third of them was immediately willing to co-operate in the market research."
Jan Verwaest
Sales Manager - Delaware Consulting
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Read more on LUON's Survey-Event-Lead Method |
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