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Objective
Build and develop prospect database
Diarise and follow up all call backs
Ascertain renewal, broker, details of policy type, etc.
Build and maintain prospective customer relationships
Generate Appointments
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Background
The working relationship was formalised in January 2001, prior to
which there had been no focus or strategy for new business acquisition
for more than 18 months. The client's product offering includes
a risk management and insurance service. Excel was tasked with the
design and implementation of a new marketing plan.
The data
The client has significant expertise in the Hotel industry and data
was sourced to include medium to large sized organisations in this
sector. Market intelligence played a key role in identifying suitable
prospects, together with telephone contact to establish decision
maker names and purchasing criteria.
Methodology
A complete sales and marketing strategy was designed incorporating full data profiling, direct mailing and relationship building. This approach enables relevant information to be presented to the right prospects, timed to coincide with buying decisions, and followed up by targeted and professional telephone contact. The work undertaken by Excel has produced a full data set of highly qualified prospects, including next purchase date and anticipated expenditure level, together with new business appointments at director level.
Results
Successes so far include a number of major new business wins for the client and placing them on target for £100,000 new business brokerage in a 12 month period. Having built a highly qualified prospect database, we have all the information necessary to continue making quality new business appointments month on month. Excel continues to receive valuable referrals and introductions from this client as a result of our successful working relationship.
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