+40 new customers in <1.5 years through a new buyer journey

Challenge

Moritz and the Insight Consulting sales team increasingly encountered resistance from prospects when asking them to sign a 12-month contract right away. This significantly limited the conversion rate from initial conversations to new clients.

To address this, Insight Consulting sought an innovative yet pragmatic approach to redesign its buyer journey, aiming to increase conversion rates and sales velocity.

The most valuable part was validating our buyer journey with you. But even more than that, I learned a lot just from how you sold to us. It all came together in a powerful way.

In the end, the most influential person in this process wasn’t even me—it was my sales lead, Korbinian. He had been following you for a long time, listening to your podcasts, engaging with your personal brand.

So, by the time we spoke, your name had already come up multiple times. Before our first conversation, I wasn’t even really aware of Sales Playbook. But that in itself reflects something we also see with our own prospects—your personal brand was a key factor.

Then, when we had those first two or three personal interactions, I realized: okay, interesting—this is someone who isn’t afraid to ask tough questions. The way you introduced us to your Launchpad and structured that first step was impactful. And when I saw that the initial step wasn’t priced at 20,000 to 30,000 euros, I was almost surprised. The decision was already made before I even realized it. (05:25-06:00)

Solution Approach

The goal was to make it much easier for potential clients to start working with Insight Consulting—building both trust and commitment.

To ensure commitment, Insight Consulting explicitly ruled out free pilot projects, PoCs, or workshops. Instead, they required a meaningful financial investment as early as the second or third touchpoint with the client.

Who Would I Recommend SalesPlaybook To?

I knew you, Manuel, had a consulting background, so we spoke the same language, and you truly understand Professional Services.

At the same time, given the massive investment in B2B SaaS over the past decades and its ability to scale aggressively, there is a lot to learn from that space.

B2B SaaS has professionalized at a level that many consulting firms—ourselves included—can benefit from.

This combination of understanding both worlds, and especially learning from SaaS as a Professional Services firm, was incredibly valuable. (08:40-09:30)

Impact

Within less than six months, Insight Consulting acquired over 20 new clients.

With the new buyer journey, clients acquired in Q4 2023 and Q1 2024 show significant, qualified growth potential—expected to generate additional six-figure revenue within the next two to four months.

Time to make your buyer journey 2024-ready?

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