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Case Study - Appointment Setting / Lead Generation Campaign (B2B) |
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Our client, a well established software development house listed on the London Stock Exchange needed to expand their market presence quickly while being cost efficient. They required the ability to reach the maximum number of businesses in the minimum amount of time. The management decided that the best way to achieve this goal was to outsource their sales and marketing activities to a quality driven outsourcing service provider which resulted in a successful and ongoing business partnership with Advanced Call Centres. |
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The Pilot |
The client worked with Advanced Call Centres on a pilot campaign with defined targets. The client required an appointment setting and lead generation campaign targeted at the UK B2B (Business to Business) market. Mutually agreed SLA's were set. |
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The Challenge |
The company targets high end software resellers across the UK. A slow and measured approach was required with a strong emphasis on quality rather than quantity. It was also realised that the target market was limited to only a small percentage of resellers experienced enough to carry our client's product. |
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The Advanced Call Centres Approach |
The management team focused their energy around the three key areas of People, Procedure and Technology. |
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Procedures |
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The team divided the procedures into 3 main areas to achieve a quick and effective process flow. |
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Training and Scripting - An initial period of training was set up for the team. The training included detailed product information and an understanding of the clients target market. This included an in depth look into the possible areas of concern that might be encountered as well as objection handling skills. The training also gave the team an understanding of similar products available in the market and the various differences between each product. This resulted in strong product knowledge. Once the process of training was completed an effective sales script was developed in conjunction with the client to assure maximum conversion from data to qualified prospects |
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Profiling - The second stage in the campaign was the delicate process of profiling and validating the database. It was determined that to achieve the best results, emphasis should be laid on identifying the prospects based on various factors and to ensure that the prospects matched the strict criteria required by the client. The criteria set included certain key indicators such as the current products offered, number of employees, number of clients and number of employees. |
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Lead Generation - The third stage was the actual process of appointment fixing. The team worked very closely with the client to co-ordinate the appointments for specific dates and times as well geographical areas. Based on the above criteria the appointments were entered directly into the diary of our client's representative along with a detailed summary for each appointment. The summary included details of the activities of the lead, as well as the areas of interest and concern when evaluating a new product. Notes on the conversation were also included to ensure the highest levels of quality on each and every appointment |
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Technology |
The advanced technology implemented by our company enabled a quick and effective start. This included our data and voice IPLC circuits, the redundancy setup, as well as our Call Management System (CMS). Our CMS enabled us to create real time, historical and graphical reports which in turn led to further streamlining of our processes. |
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The Outcome |
The five man team was set a target that was mutually agreed upon. The target consisted of 1 appointment every 10 hours of calling which amounted to 30 quality appointments. The Advanced Call Centres team achieved these targets, and was able to exceed the client's expectation both in terms of quantity but more importantly, in terms of the quality of each appointment. The results achieved by the team were 1 appointment every 4 hours which amounted to 82 quality Appointments. The success of the pilot campaign was largely due to certain key points: |
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The strong name and branding of our client, aided by an innovative proposition ensured a high level of interest in each call |
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A very selective and targeted data ensured that each call was met with interest and that each appointment generated presented our client with a strong business opportunity |
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Stringent controls of each appointment to make sure they fit the criteria set by the client in all aspects to ensure a high quality of service |
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The previous experience of the team resulted in an extremely professional campaign that met all quality standards |
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