Whiteboard Selling: Empowering Sales Through Visuals

Chapter 9

Whiteboard Case Study

Organizations we work with view their whiteboards as competitive assets and consider them to be highly confidential, so it was difficult to get permission to share them in this book. Therefore, we've created a case study of an imaginary company so we can demonstrate the various whiteboard types in a real-world scenario. The case study business is a refrigerated truck company named Cool Road Trucking. Why have we selected such a seemingly obscure example? Whiteboarding can apply to any organization in any industry selling any products, solutions, and services that have complexity, expense, and deliver significant business value. With the Cool Road case study, we can show the important whiteboard ingredients that are core to the whiteboard selling methodology. The case study is as realistic as possible, but we admit we are no refrigerated trucking experts!

Let's look at some of the key facts about Cool Road and their capabilities. We will use these as examples in the whiteboard templates that we cover in this section.

Company Name: Cool Road Trucking

Cool Road Trucking is the number-three US provider of temperature-controlled trucking capacity. They offer the most technologically advanced fleet of refrigerated equipment, plus a broad network of product handling hubs and consolidation points to ensure the highest levels of on-time delivery and customer satisfaction. Cool Road even offers product sourcing to ensure economies of scale and smooth transition ...