The Client
A manufacturer of electronic sub assemblies employing 23 people.
The Brief
The company had a strong order book derived from a number of regular customers. These customers had not reordered in any volume for some time. In some cases the units into which the client’s subassemblies go had been discontinued.
The client needed to find some new customers in a short space of time. They had a list of companies they had been in contact with previously, but a lot of that information was several years old.
The Campaign
Precept Mentoring Group designed and implemented a campaign to generate sales leads from this old contacts list.
The list was initially qualified by telephoning the companies and checking address details and obtaining the current best contact name.
These contacts were then mailed an introductory letter, written by PmG, and a newsletter supplied by the client.
The mailing was carefully scheduled in order to maximise the impact at the follow up stage. Mail merge documents were created by PmG for this purpose.
PmG followed up the mailings between 2 and 5 days after the prospects received them. A telephone call was made to the named contact using a script designed by PmG to elicit any interest and to establish optimum follow up dates.
The Objective
In order to ensure good cost control PmG agreed with the client to limit the campaign initially to 40 hours’ telephone time. This was felt enough to produce measurable results that would then determine whether the campaign should continue.
An estimate was made of the likely return the client should receive over the following 12 month period. This was a multiple of the cost of the campaign. At an early stage the client was sufficiently pleased with the progress made that he asked PmG to extend it to 60 hours telephone time.
The Result
During the initial 20 hours allocated to this part of the campaign 522 customer records were updated.
From the contacts updated, 265 letters introducing the client were mailed.
The follow up phase resulted in 189 contacts being made in a 40 hour period.
From the follow up contacts made:
7 resulted in promises to provide requests for quotation
3 resulted in meetings arranged
2 resulted in actual requests for quotation
2 resulted in quotations made.
One specific opportunity obtained through the campaign is expected to result in a first order within two months of the campaign start. This customer alone is expected to result in profit to the client 13 times the original estimate at the start of the campaign.
Further Action
The client has asked PmG to continue with the telephone programme, including follow up of the leads generated on a continual basis.