Business to BusinessProviding an edge in competitive business-to-business markets
Selling to other companies is a challenge for even the biggest brands. Responses to business-to-business direct mail campaigns can be as low as 1% and the cost per lead from exhibitions is ever increasing. At Stellar, we can help our clients target the right contacts within an organisation through cost-effective telemarketing campaigns.
Our client is a leading provider of credit and charge cards to the consumer and corporate markets. As a pioneer within their sector, our client’s vision is to be “the most admired card and lending business in the world.” In the corporate charge card market, they offer a range of solutions which provide their clients with effective control and management of employee travel and expenses.
In October 2009, our client required a contact centre partner to implement an outbound sales campaign which would identify key decision makers for their products and sell the benefits of their commercial expense management solutions. Stellar’s proven outbound sales experience in the Financial Services sector meant that we were in a perfect position to provide this expertise.
Working in close collaboration with our client, our experienced Business Implementation Team scoped, designed and launched an effective and efficient outbound sales campaign targeting companies with a turnover of up to £100m per annum. Our objective was to create interest in the key product benefits and set up a meeting for the client’s sales representative to meet with decision makers.
Our team of advisors were carefully selected for their business-to-business experience. In-depth training ensured that they embraced the values of our client’s brand and understood the benefits of their corporate card services. By demonstrating the value of reduced accounting costs and detailed management information, they were able to create a genuine interest in the client’s products.
Ahead of the Pack
Initially intended as a six week campaign with a target of 300 appointments, Stellar surpassed this target in just four weeks. This early success led to the campaign being extended and, over a total of nine weeks, Stellar arranged 540 appointments with key decision makers. Feedback from the client’s experienced sales representatives indicated that the quality of leads was significantly higher than that achieved by the client’s own in-house teams.
To ensure that our client’s sales representatives could maximise their time and the potential of the leads, we introduced mapping to optimise travel time between appointments. Continuous coaching of the team took place throughout the campaign to improve performance, and our robust Quality Assurance process verified the quality of leads.
Appointments were confirmed with companies across a wide range of sectors and included a number of prospects which were highly valued by the sales team. Major league football clubs, high profile hotel and leisure brands and a prestigious high street retailer were just some of the companies that were successfully targeted by the campaign.
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