Transform sales materials to focus messaging and strengthen market leadership.
Royal Canin, a leader in pet nutrition, offers a range of veterinary-exclusive diets for cats and dogs with food allergies. As the company expanded its dermatology product line, managers noted that sales staff struggled with existing sales assets, frequently complaining about available technology and straying from the company’s brand and key messaging.
Dialectic was tasked with reviewing and revamping sales tools to enable more valuable discussions between Royal Canin and veterinary professionals and to reinforce market leadership in the field of dermatological pet nutrition.
During our investigative research, we discovered that the barrier to Royal Canin’s sales asset usage was not, in fact, a technological problem. Instead, it was a content problem.
Interviews with sales staff and field observations during sales-call shadowing revealed that, although sales assets were content-rich and scientifically accurate, they simply did not fit the context of the average sales call. Dense PDFs and slides were difficult to navigate on tablets used by sales staff in the field. Sales materials became a distraction as reps struggled to zoom in and out to locate key messages. And while sales messaging promoted the benefits of Royal Canin’s dermatology products effectively, it failed to close the loop in helping veterinary professionals perceive Royal Canin products as the solution to their pet dermatology problems.