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Visa said:

Manifest fielded a team of experts who worked seamlessly towards the providing an innovative solution to our requirements... Without doubt the VBKF played a major role in helping to generate a 30 per cent rise in sales in the 12 months following its implementation.

Mark Giffin
Vice President
Visa Europe

Realising an untapped opportunity

Visa is one of the most recognized brands in the world and a trusted symbol of unparalleled acceptance. Widely known for its innovative approach to growing market share in the heavily saturated consumer card market, Visa is also the world’s leading provider of cards for business. Visa identified that total penetration of small business cards in Europe was less than 20 per cent. With over 25 million SMEs in Europe this represented a significant commercial opportunity for Visa’s Member banks but relationship managers were reporting little interest in the product. It was also an opportunity to introduce Europe’s small businesses to a product with many important benefits including stronger financial control and smoothing cashflow.

Empowering relationship managers to make an informed sell

We worked with Visa to identify why Member banks were not seizing the opportunity. Through a series of workshops with the relationship managers, we found that they needed better product education and support. We designed, built and created content for a comprehensive sales support toolkit delivered via Visa’s intranet. The content includes some 60 ready-to-run sales presentations with interchangeable and updatable marketplace and country benchmarks, as well as quarterly updated results from banks already issuing the product. We launched the Visa Business Knowledge Forum (VBKF) simultaneously in over 20 European markets supported by a booklet guide and branded merchandise.

Outstanding sales growth

The VBKF is a classic example of Manifest’s approach to closing gaps between products and consumers. In our experience closing gaps in this way consistently produces strong and sustained growth and our work on the Visa Business card delivered an astonishing 30 per cent volume growth in the 12 months following implementation of the VBKF. Today Visa has 74 per cent market share of all cards in Europe and is the leading provider of small business cards.