The client was a leading mobile service provider. They launched the broadband services to the local market following the market leader. The client found the competition very high and the market penetration very low. Our engagement was to identify the reason for the low penetration and find a solution for quick implementation.
A market survey was carried out on a random sample island wide and a 360-degree review of their operations. We found that the client’s unique selling proposition of being faster and cheaper was not getting the customer breakthrough. Our proposition targeted to look at the customers’ lifestyle and offer solutions based on their life needs. Based on the new approach, the sales channel structure was reviewed and restructured and the channel sales team was developed to sell based on their customer lifestyles needs. The unique selling proposition was redefined to match client lifestyles and the sales personnel were developed to meet such expectations.