New Approaches to Sales
Normfest is realigning its sales strategy and using changing customer needs as the starting point for new channels, roles, and touchpoints. To support this, Big Pictury developed a customized “Big Picture” that makes the future sales logic clear at a glance. The visualization provides guidance for internal training sessions and presentations and helps the teams work together to put the new strategy into practice.
topic
Sales Strategy and Process Visualization
industry
Workshop Equipment and Supplies
format
• Big Picture (For Print and Digital)
area of application
•Internal training sessions and presentations
target group
• Sales team
• Employees in sales-related roles
special features
• Visualizing new sales channels
• Roles and customer groups as a shared roadmap for the future
Initial situation & challenge:
Sales in Transition
Normfest GmbH is a well-established company in the field of workshop equipment and supplies. For many years, in-person customer visits were a key part of the company’s sales efforts, fostering direct contact with workshops, dealers, and other customer groups.
However, as customer requirements changed, new expectations emerged regarding accessibility, consulting, and procurement. Procurement platforms, purchasing groups, and other channels of communication gained in importance. The challenge was to communicate this new sales strategy in a way that would enable employees to quickly understand the new channels, roles, and interrelationships and actively support them.
The Solution: A Roadmap for the Future of Sales
Big Pictury translated Normfest’s new sales strategy into a clear “big picture” that visibly connects sales channels, roles, and customer groups. This makes the strategic realignment understandable, tangible, and usable for training sessions, presentations, and shared communication.
Individual scenes
The realignment of the sales organization is reflected in enhanced collaboration between the field sales team, district management, and support staff. Existing strengths in personal customer contact will be maintained but supplemented by new approaches to consulting and customer support.
In addition to traditional sales channels, e-commerce platforms and digital touchpoints are becoming increasingly important. The Big Picture illustrates how Normfest is responding to changing customer needs and integrating new sales channels into its existing organization.
The various customer groups are at the heart of the new sales strategy. By clearly outlining repair shops, dealers, freight forwarders, and other target groups, it becomes evident how Normfest will tailor its offerings more specifically in the future.
This is how the big picture came about
Step by step, the strategic realignment evolved into a visual sales roadmap. The focus was on clarity, recognizability, and the clear connection between internal organization and the customer’s perspective.
1. Workshop & Analysis
To begin with, the key elements of the new sales strategy were systematically compiled: existing and new sales channels, internal roles, customer groups, and changes in communication channels. This formed the basis for a visual framework that clearly illustrates the transition from the previous sales approach to the future direction.
2. Prototyping & Iteration
During the concept phase, the content was translated into a clear visual language. The individual scenes illustrate how field sales, inside sales, digital channels, telephone sales, and in-person consulting work together. Through collaboration, an overall picture emerged that clearly consolidates strategic content without losing its complexity.
3. Feedback & Finalization
The final "Big Picture" was developed for use in both print and digital formats. The focus was on readability, recognizability, and its use in internal training sessions and presentations. The result is a strategic communication tool that ensures the new sales strategy remains visible over the long term.
Effect & Results
Normfest successfully uses the Big Picture in internal training sessions and presentations. It helps the sales team understand the company’s realignment, communicate it consistently, and apply it to their day-to-day work. The visualization makes change not abstract, but tangible, motivating, and relatable.
"A key instrument for transformation"
“Our collaboration with Big Pictury provides us with valuable support as we prepare for the future. The Big Picture we developed helps our teams understand the new sales channels and roles and work together to shape our vision for the future. The visualization is not just an image, but a strategic tool that makes our change processes visible and tangible.” — Enver Zolj, Managing Director, Normfest GmbH
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