Amaury Group Case or How to invite the emotional reasons at the sales cycle ?

We had last year in Q4 a very difficult sales cycles with our customer AMAURY Group (that contains Newspaper Le Parisien and Sport Newspapers L'Equipe as well as ASO,  a sport event company that organize for instance big event like Le Tour de France)
All along the cycle, we did our job which means : showing to the customer the value of our finance solution and our unique integration with the Business Intelligence platform in real time that would allow Amaury Group reducing the errors number and  taking the right decisions  (demo, references, value propositions...)
Howerver, early in the pre sales cycle we understood that the value and objective  reasons why to choose SAP would not be enough to win this deal  against our main competitor Qualiac .
The project team from AMAURY group had unfortunatly a big preference for Qualiac : less expensive and business driven solution, good media business speeches and messages... and we were told they did amazing demonstrations both in finance and BI/reporting topics !

So we came up with this idea to  focus on emotional  and personal reasons why they should choose SAP, the reasons why basically SAP is NOT ONLY  BETTER FOR THEIR COMPANY but also BETTER FOR THEMSELVES as human being ... and we found out a creative way to communicate about it :
Let's me explain : our customer Amaury ran  a  poster campaign one year ago  with the theme "The 50 reasons Why  to buy L'EQUIPE ? " and among these reasons there was a mix between objective and rational reason, funny reasons and emotional reason why to buy L'EQUIPE (the poster above)

So we decided to do the same as a kind of parody and we created a document called in french "Why to buy SAP ?" in which we put objectives reasons : because of the functional coverage, because of  integrated stuff...  and also funny and absurd reasons : because our sales account read L'EQUIPE, because our manager's wife is a press retailer...    and last but not least personal and emotional reasons : in order to improve my skills, in order to put SAP on my CV, to be able to say to my pretty roomate "oh I am very busy I am  involved now  in an SAP Project. !!!

So we distributed this poster (above) at the lunch break of our SAP  demonstration day and  we presented  this document as a nice parody of their very well known campaign "L'EQUIPE"

It was a clever and creative way to invite the emotional and personal reason at the sales cycle. Was it not ?
Tell me about that ...





  

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