Verisure Quotation Limited Offer
Redesign and Re-formatting of Verisure – Securitas Direct’s Main Sales Document
Client
Verisure
Date
May - June 2023
Category
Strategic design
Role
Designer
This document is not only useful for closing deals; it’s also a means to quickly educate the sales network and define the overall market proposition.
📝 Context
Verisure – Securitas Direct is one of the world’s leading companies in alarm systems and security services. With a customer base of more than 6 million and over 30 000 employees worldwide, the company has built one of the broadest and most effective sales networks in the sector.
Within this context, the sales representative plays a key role in lead acquisition and deal closing. While many resources and support documents exist, the most relevant is the QLO (Quotation Limited Offer). This document not only supports presenting a handwritten, personalized offer during the visit, it also distills Verisure’s value proposition and serves as a crucial training tool for new sales team members.
🎯 Objective
The original QLO was an A3-sized document folded in half. Over time, it underwent multiple updates and additions, leading to content overload. As a result, it became dense and confusing to read, even creating a less favorable perception among clients.
The challenge was to strike a balance between visual clarity and informational thoroughness: make the content easy for potential clients to grasp while retaining all necessary information so that even an inexperienced salesperson could have a complete guide during the conversation.
🎨 Document Design
The process began with a meticulous breakdown of the original document into its thematic blocks. From there, the information was re-hierarchized, rearranging elements to improve comprehension and real-time usability during the sales visit.
A distinctive feature of the QLO is the specific boxes where the salesperson manually writes the personalized offer for the client. This had to remain integral to the redesign.
After multiple prototypes and validations, the original leaflet was transformed into a four-page stitched booklet, which allowed:
-
More space to distribute information clearly
-
Better readability thanks to a more airy, logical layout
-
Die-cut areas where offers can be handwritten in a structured space
A final summary of the proposal was also included so the client could clearly and neatly visualize the key elements of the offer.
To complete the sales cycle and ensure traceability, a sheet of carbonless copy paper was added at the end of the booklet. This let the salesperson keep an exact copy of the offer delivered to the client, facilitating follow-up.
📊 Testing & Results
Una vez definida la nueva estructura y diseño del documento, se realizaron pruebas piloto en varias sucursales del Reino Unido. El feedback fue en general positivo: se valoró especialmente la claridad del documento y la facilidad para presentar la oferta al cliente.
Sin embargo, la complejidad técnica asociada a la producción del cuadernillo —en particular los troqueles, la hoja de calco y el grapado— impidió una implementación completa y a gran escala. A pesar de su eficacia comprobada, las limitaciones de fabricación resultaron ser un obstáculo operativo.
🤔 Personal Reflection
This project stands out as one of the most ambitious and rewarding initiatives of my professional career. It allowed me to combine research, design strategy, print knowledge, and commercial insight to shape a functional, aesthetic, and educational document.
The most valuable lesson learned is that good design must not only fulfill its communication purpose but also be technically feasible and scalable. A great concept, no matter how powerful, only creates real impact when it can be effectively implemented within the company’s production processes.