Trialogue_Sales and Marketing_2016

SUCCESS Today’s winning organisations need a combination of strategic insightSTORY and a team that is capable of delivering client’s most critical results. Our mission is to assist leaders in African governments, public, private and social sector in developing a deeper understanding of the ever- changing global economy. We also provide fact-based knowledge to help clients in their most critical decision making. Our success stories characterise the contributions, insight and consultation efforts that help clients to realise their goals. SALESAND MARKETING The reached Media (Pty) Ltd. sales and marketing service offer’s clients a combination of amalgamated services built on relationships and trust. We aim to make relationships and trust our focus so that clients are as- sured that we put their interests in line with our values. We assist mar- ket leaders in their sales and marketing vision by bringing their aspira- tions to life through product design, sales pitch formulation, cold call- ing, environmental scan, booking form design, legal as well as sales forecast. Our Pan-African focus as a firm designed to operate as one single unit offers premium positioning by nature. We have a highly cus- tomised academic and knowledgeable team of associates who work with us on projects and they add an indelible skills.

THE CLIENT TRIALOGUE Trialogue is one of only a few consultancies in South Africa that focus exclusively PROJECT COMPLETED on corporate responsibility issues. Over 17 years of experience puts Trialogue at the forefront of new developments in sustainability and corporate social invest- OCTOBER 2016 ment (CSI). CLIENT LOCATION Cape Town, Johannesburg They share their knowledge through their publications, conference, training pro- grams and forums, and use their expertise to support clients through their con- TYPE sulting and reporting services. From their offices in Cape Town and Johannes- Private Sector burg, they serve clients across South Africa. WEBSITE THE CHALLENGE www.trialogue.co.za CSI Handbook – Currently being sold - the client wants to ensure that we optimise EMPLOYEES revenue for this edition. Current sales stand at 40% of the envisioned target. Giv- 12 people in two provinces en bureaucratic commitment—current team must retain premium clients. This does mean you (reached Media (Pty) Ltd.) get the second bite at the cherry – but South Africa there will still be an opportunity for sales and for getting up to speed with the CONTACTS publication. There may also be an opportunity to get back to some of those who Tel: + 0 21 671 1640 said NO – or those in the book with alternative offerings. Contact Person: Nick Rockey Position: Managing Director Funders Guide – publication with listing options (free/one-third page @R3 500, one-half @R5 500, one page @ R10 500) – targeting NPOs who want to positionSUCCESS themselves in front of potential funders – includes some advice for funders. We have a database of about 1000 NPOs that could be chased – some of whom listedIS NOT AN for free last year.EXCIDENT THE SOLUTION The Trialogue CSI Handbook sales program offers a reduced rate to NPO’s and NGO’s who aspire to advertise in the Industry Handbook. Understanding that in- dustry framework and insight afforded us the ability to approach our sales strate- gy from an NPO angle. This approach inherently demanded us to devise a sales technique that would strategically target the big NPO’s and NGO’s who desired to market their brand’s as either community leader or as an implementing agent. We also considered the data provided by the client which had the ‘NO’ as stated – we strategized on the conversion rates. Our approach not only gave us the op- portunity to highlight the values of being associated with the publication. We leveraged on government policies by highlighting our BEE status as a black organi- sation as well as the values the publication will bring to their organisation by claiming from their BEE score, preferential procurement as well as enterprise de- velopment points. We were able to show rand’s and cents value for advertising in the industry publi- cation itself. The Trialogue CSI Handbook remains the hallmark publication in CSI research. We closed each sale by positioning both buyer and seller next to their peers and showcased that even though budget might not be sufficient to pur- chase original purchases - purchasing half of what the client had purchased before is healthier than not being featured at all. This technique gave us premia NPO’s who are now reaping their reward and benefit for being placed in the publication.

THERESULTS “With sales and marketing as a strategicposition within reached Media (Pty) Ltd.We commenced our sales pitch – attack-ing NPO organisations and taking care ofthe ‘second cherry’ as the client put it - thecherry who had originally said ‘NO’. Oursales team is a premium team with excep-tional qualities and exceptional skill - ateam which has been in sales and market-ing for over 10 years. Within the firstweek, we had already shaken the industryand sales began to ring in.We got two NPO’s booked within 14 busi-ness days—taking the premium posts –we circled in even more on the clientswho had already been in the publicationbefore but had said NO. We took on the‘lion sales strategy’ of attack and focusedon the client’s primary strategic focus.We got a NO and went back for anotherbite, we got a call-back and a NO – wewent back for another bite and we even-tually got a ‘MAYBE’. We rested and inour wait, we got a confirmation of twopremier conversions. We took the secondbite and indeed we turned NO into YES.We increased the publication sales inthree-week by between 12.5% to 15% andmanaged to help the client meet theircritical needs and in turn optomised thepublication.“ALONE WE TAORGEESTMHAERRT WE ARE BRILLIANT

Contact us: [email protected] or visit our websitewww.reached.co.za for more information.