SALES ENABLEMENT

the math is clear

As noted in the “Dangers of the Arc Flash,” SPOC needed to overcome some hesitancy towards installing a low-voltage power source in the oil field. Technology had advanced to allow for it, and thereby SPOC’s low-voltage VFDs, but the human factor was slower to move away from the “that’s-always-the-way-we-done-it” approach. 

Enter Cognitive Marketing. This type of deeply entrenched resistance to behavioral change is exactly what CogMar is designed to dislodge. And motivating this type of behavior change actually involves multiple processes—namely Emotional Arousal and Rational Re-Evaluation, all of which you can read more about here. We will, however, focus here on Rational Re-Evaluation.

Challenge:

Get past the “that’s-always-the-way-we’ve-done-it” barrier to new sales, by mathematically proving that SPOC’s 480V drive is a smarter choice than the traditional 4160V option.

Result:

First, we should explain again that SPOC designs and manufactures low-voltage variable frequency drives (VFDs), which are used in the aforementioned low-voltage operations. Second, we knew the target audience for this type of decision consist of those who have a background in engineering or rely on those who do. 

These engineers are tasked with making decisions based on evidentiary materials. That’s why we knew one of our first goals was to mathematically prove that SPOC’s 480-volt drive was the smarter choice, versus a medium-voltage or 4160-volt drive. The former is less expensive to install, operate, and maintain, and it’s safer. We proved the point with a new whitepaper, “4160V vs 480V — The Math Is Clear,” promoting it via an email campaign and social media.  

For more about how we used this whitepaper, again see “The Dangers of the Arc Flash.” It’s an excellent example for how we at FitzMartin can leverage campaigns across multiple CogMar processes. It’s all about understanding the fluid nature of behavior and how changing it is a step-by-step process of whittling away at a potential customer’s objections through carefully created, yet honest argument.