RICHMOND—The Lumin Collaborative, the “intellectual partnership” formed by Carter Ryley Thomas, Padilla Speer Beardsley, PainePR, Peppercom, and Patrice Tanaka & Company, has launched SalesScape, a first-of-its-kind, proprietary service designed to help companies apply the relationship-building strengths of public relations in sales settings.
The service—the first offering developed by the collaborative—is base on quick, in-depth and cost effective research and consulting services designed to increase sales.
According to Lumin chairman Mark Raper, SalesScape allows clients to leverage the latest combination of quantitative and qualitative research techniques to tap hundreds or thousands of their customers and truly understand their needs and perceptions in a fast and affordable manner. With this valuable information in hand, clients can take advantage of Lumin’s consulting expertise within the sales, branding, communications and strategic business and operational areas to discover new revenue opportunities.
“Companies in highly competitive markets with dedicated sales forces are realizing that pain-based selling and relationship management are critical to repeat business and recurring revenues,” says Raper. “Relationship building is at the foundation of the public relations field, and the combination of our research and communications savvy can make a powerful impact on the sales engagement process.”
Phase I of SalesScape features broad-spectrum research aimed at identifying ‘gaps’—disconnects between customer perceptions of the supplier and its competitors and their own decision-making criteria. Phase II involves leveraging research findings to find new ways to increase sales and discover innovative revenue opportunities.
“Only when a company truly comprehends what their current and perspective customers think and feel can it effectively change,” says Raper. “A keen understanding of the business issues at the center of a communications challenge and the ability to confront that challenge with ‘next-generation’ ideas and solutions is what SalesScape—and Lumin—is all about.”