Supplementing its product offering, SPB has acquired a veritable expertise in "selling skills" and uses a variety of techniques, even combining them where necessary. SPB's marketing assistance ranges from advice on how to distribute the product to network enhancement, including sales support campaigns.
Upstream marketing: advice on distribution methods
The design of each product involves thinking about the best way to distribute it. The expertise SPB has amassed over a number of years means it can provide specific advice on the subject. Depending on the type of programme, its pricing, how the partner's network is organized and its marketing requirements, SPB recommends one of the following 3 options:
Network sales This option is suitable for optional products sold as a supplement to the partner's network offering: for instance, death and occupational disablement cover for a loan or cover for a computer purchase. By selling our programmes on their networks, our partners not only enhance and differentiate their offer but above all generate higher returns on investment.
Bundled products Insurance products or services bundled with cards enhance them and give them a marketing edge; examples include travel insurance included with payment cards, special insurance with a volume retailer's private-label card, and insurance cover bundled with the top-of-the-range packages of telecom operators.
Distance selling The advantage of selling programmes through direct marketing channels is that this relieves the network from selling the product; it also permits direct contact with the consumer, either by post or telephone. We are highly specialized in this field, thanks among other things to the CAP programme, which SPB has tried and tested it with banks and financial institutions for many years, and which boasts one of the best rates of return on the market.
Downstream marketing: sales support and development
When the product is ready for release, either remotely or through the networks, often the challenge consists in coordinating the offer to support sales. Techniques vary according to the programme distribution method, but they can also be combined.
Mailing and e-mailing Whether to conquer new customers, ‘upgrade’ existing cover or follow up an offer distributed by the network, SPB sets up campaigns combining mailing, e-mailing and telephone follow-up.
Examples of products thus marketed include the CAP programme (accidental death insurance), cover relating to utilities and ‘bill protection’.
Telemarketing SPB uses this technique to support products (for instance: a follow-up call to promote the product's selling points following a mail shot or even to upgrade existing cover). Telemarketing is used for sales made: In outgoing calls (also used in retention for certain programmes). In generic pre-recorded messages, In response to incoming calls.
Consumer list consulting and brokerage SPB is also skilled in consumer list consulting and brokerage, a line of business at the heart of SPB's customer acquisition assistance strategy and therefore sales development strategy.
Operational marketing campaigns SPB, together with its subsidiary Peaksales, offers creative operational marketing solutions. We devise sales coordination and promotion plans and even retention plans. One example: SPB develops telesales campaigns as a follow-up to head-to-head credit sales, offering the new borrower death and disablement cover or redundancy insurance. Another example: SPB organizes sales coordination campaigns in banking networks, featuring challenges and incentives.
To that end, we provide our clients with a range of tools, including training, network promotion,telemarketing campaigns etc.
