Our client, Vending Machine Services Ltd (VMSL), was operating in several countries and ready for another growth phase. VMSL’s vending capability had advanced and their sales force had expanded globally. VMSL were now challenged with the requirement to reposition their business as more than just technology providers, and to compete in a larger and more complicated selling environment.  

Igniter was approached to refresh the value proposition to reflect VMSL’s growing capability.  


Igniter's approach:  

Igniter conducted intensive workshops with the senior management team to drill into their customers’ needs. Product features were then translated into identified customer benefits and sales teams were trained to focus on these during customer interactions. The result was a powerful sales support tool and baseline information for future marketing activity. The value proposition refresh enabled VMSL to engage with potential customers by talking about their business issues and demonstrating tangible value that could be added.  

Outcomes for our client:  

After the value proposition refresh, VMSL gained a major new account which led to the company being purchased by Coca Cola Amatil.

Additional benefits that the sales staff experienced included:

  • customer needs were able to be identified and understood early in the sales process
  • improved responses to sales calls
  • shorter sales cycle
  • improved sales force confidence in what they are selling, and
  • a host of value-based marketing material available for generating sales leads