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To many buyers in the food processing and product manufacturing
sectors, packaging was seen as a near-commodity. The
opportunity existed to raise the added value content
of SCA Packaging's services through developing the value
of the customer/prospect visit.
Imarco introduced the concept of raising the value of
one-to-one dialogue with the prospect through the development
of laptop based sales support system based on its own
development 'The Laptop Navigator'. The final product
was to be run out across the entire European sales force
and Imarco worked with its Swedish associate agency
partner to develop a customised solution.
The new Midas system enabled SCA Packaging's European
wide sales team to bring into the prospect dialogue
the company's wealth of experience of how packaging
is used, stored and accessed throughout its journey
down the distribution chain. Combining examples, video
footage and countless illustrations, the sales person
is able to promote the importance of design of packaging
to the OEM and to consider elements well beyond just
the protection of the enclosed product.
The Midas system then allows the salesperson to formulate
new design criteria on screen actually in front of the
prospect and promoting a level of interactive involvement
not possible before.
The system has substantial reduced the cost of prototype
development. More importantly, it has considerably improved
the value of the sales call in the eyes of the prospect.
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