Telecom: B2B Account Management Transformation
Redesigning B2B cross-sales for a telecom provider: shifting from standard feature presentations to value-based bundles to increase conversions and reduce the Cost of Sale
The Solution
I completely re-engineered the sales architecture, shifting the focus from product presentations to managing the customer's context and cognitive load:
Value Repackaging: we consolidated dozens of fragmented features into just 5 core business values (e.g., "reducing missed calls").
Solution Bundling: Instead of selling individual options, we designed tiered packages ("Optimal" and "Advanced").
Behavioral Disruptors: we replaced standard pitches with data-driven diagnostics. Managers learned to bypass defensive reactions by starting with factual observations: "I noticed your missed calls exceed 20%. Let's test our optimal bundle to fix this. If it doesn't work after a month, you can just drop it."
The Challenge
The company hit a ceiling in cross-sales. Account managers were relying on an outdated, presentation-based model: pitching new features and pushing for meetings. This triggered customer resistance ("Are you trying to sell me something again?") and resulted in an unviable Cost of Sale, given the low monthly price of the add-on services (under $100)
The Result
The customer perception instantly shifted from an annoying sales pitch to expert care. The company achieved a systemic increase in the average check by selling bundles rather than single services. Most importantly, the sales cycle was drastically shortened—deals were closed quickly over the phone with higher conversion rates, eliminating the need for exhaustive meetings