G4S Innovation Centre

G4S Nederland had a world’s first with its own experience centre on cash management. In this G4S Innovation Centre in Utrecht, businesses experience first-hand how they can efficiently and safely set up their cash and electronic money flows. DST developed this B-to-B experience together with G4S. The conversations in the Innovation Centre are a major tool for their sales, marketing and communications departments.

Why, how, what

The centre is divided into why, how and what areas. Visitors first undergo a mindset show about the ‘why’ of G4S. They then get into a workshop to work on the ‘how’ question: how to organize their cash process more efficiently – with the expertise of G4S. The experience ends in the ‘what’ area, where the equipment is first shown. A conscious routing: not the G4S products are central themes, but the conversation about topics that keep clients awake at night and how things could be improved. ‘Sales is ideally about clients experiencing your knowledge’, as G4S puts it today.

Result

In the centre, insight selling takes centre stage. Cash processes are complex. Solutions do not always come across in a sales talk, a PowerPoint presentation or a website. In the G4S Innovation Centre, clients experience the expertise of G4S and the tailor-made solutions offered by G4S. This creates optimal interaction and openness between G4S and its clients or prospective clients. G4S and its clients come to new insights through experience. These are turned into added cash management value for customers, and result in a significantly higher conversion rate for G4S’s sales department.