Case: Crayon – Increasing value of customer discussions

Increasing the number of value-generating conversations with customers

Crayon assists their clients with services to plan, rightsize, optimize, manage, and innovate their IT estates throughout the entire lifecycle. Basically, Crayon ensures that IT costs don’t skyrocket, and that risks related to licenses are in control.

That makes Crayon an expert organization, which they have been for quite a while. The problem is, potential customers haven’t always understood that. Since Crayon was though of as an IT license wholesale provider, it was tricky to open conversations about truly value-generating topics.

Trainers’ House helped Crayon break new paths towards higher-value conversations. We did this by opening doors a couple of corporate rungs higher than Crayon was used to.

The new approach created a new position for Crayon in the minds of potential clients. Because they were positioned as an expert organization, they were able to have higher-level discussions about managing IT costs and risks. This created new value for Crayon’s clients, and naturally for Crayon as well.

“In this type of business, it’s easy to think of things too technocratically. This co-operation forced us to really think about what value we create for our clients, which has been one of the most valuable learnings for us,” says Heikki Rakkolainen, Crayon’s Head of Sales.

“Once we understand our value to the client, it’s easier for us to approach our own business with the client value in mind. This opens up the path higher up in the client organizations.”

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