How to Sell Complex Expertise SOGAZ

We developed a sales framework for different client types and business contexts

SOGAZ was developing its corporate sales through an industry-specific approach. The team needed to move away from a universal company presentation and build client conversations around the realities of each industry, its risks and business challenges.

We reviewed the existing sales materials and interviewed teams across sales, marketing, product, risk management and claims. Based on this work, we developed a selling story format for the oil & gas and FMCG sectors.

Each story followed the same logic:

industry context → risks → business implications → SOGAZ solution

We also adapted the stories for different sales situations: new and existing clients, different decision-maker roles, and both short and extended meetings. As a result, the team received a scalable format that can be used and further developed for other industries.