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Objective
The Client wished to increase its local
penetration in the SME market sector by identifying sales opportunities
for Company Cars, typically at Senior Management and Director level.
Since these opportunities often arise only once every three years,
particularly for replacement vehicles, the clear requirement was
for a full set of qualified information to enable a targeted approach
to be made at the right time.
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Background
The client had previously relied on National Advertising, local
Fax mailings and prospecting calls made by an outside agency. With
limited success from the existing methods, the need for a fresh
approach was recognised and Excel was approached to suggest a new
Telemarketing initiative.
The data
This was provided by the client. The data was unscreened and was
known to be out of date.
Methodology
Following discussion with the Client and drawing on direct Motor Industry experience within Excel, it was agreed that a single call approach would be used to undertake all the areas of Data Validation, Decision Maker Contact, Qualification and Appointment setting. The majority of prospects were happy to answer qualifying questions based around their vehicle requirements and to assist with the data validation exercise, particularly since contact was made in a professional manner by experienced staff with up to date knowledge of makes/models, the various acquisition methods which are available and the effects of recent personal tax changes under P11D.
Results
- The client received a steady stream of highly qualified sales leads.
- The first car was sold within a week of project commencement.
- A significant number of potential prospects identified for follow up over the next 1-3 years.
- A cleansed database with up to date contact information.
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