Software@Work product sales business centered around the sales of Tally products. Their primary audience were accountants at various SME’s and purchases happened primarily due to telesales and, secondarily, relationships with the CEO for repeat sales.
Over the years, the Tally license business had become commoditized as hundreds of unorganized competitors were offering similar products and services at low prices. Part of this had been a consequence of Tally’s distributor and partner model. Although Software@Work had been a 5star Tally partner and created service offerings around Tally, it hadn't added to the Business model or revenue model significantly as it was an incremental effort and position.
Software@Work’s strength, as we discovered, lay in the fact that they had built relationships with multiple software vendors. They also had commenced building a network of hardware vendors that could be beneficial to reach out to SME’s and their target audience in a scaleable manner for their new software products division.
Argience along with the client management team, arrived at the consensus that by capitalizing on the new strengths, there could be a potential Brand positioning around the Software Product Discovery for SME’s across India that could create a strong Brand for Software@Work for the foreseeable future.
The new Brand strategy & the creative communication addressed two major concerns of the new target audience, reduced anxiety & trust issues and restructured the sales organization to have consulting-first approach than a sales based approach towards the new target audience.