Facilities Management, Lead Generation, Telemarketing Case Study


Lanes for Drains

Prospect Connect have been successfully supporting Lanes for Drains for several years. They specialise in reactive and contractual drainage maintenance whilst also delivering related surveying and excavation works, and delivering appropriate CPD training to the industry and it’s vertical markets. When we were originally approached by the client, they were looking for lead generation services to support various depots that were under performing across the group. They also wanted to consolidate their national sales pipeline database and were interested in partnering with a professional telemarketing company who offered a managed service and that had the credentials to remotely manage the sales people through to building an asset in their database.

Objective

The sales objective was to generate quality appointments for their sales teams to ensure they met their sales targets month on month. As importantly to manage the sales pipeline and engage with influencers and key decision makers at the relevant touch points within the sales cycle until such a time the opportunity would ultimately turn into new business.

A 360 degree sales process created a real value for the business. Building a long term asset in the database, creating quality sales meetings for good sales people and understanding where sales people weren’t performing the big question “WHY” was it skill? Training need? Or simply they weren’t the right sales person for the role?

Approach

Prospect Connect executed very focused campaigns. Whilst a core focus of the campaign and measure of success is delivery of fully-qualified appointments, the nature of the business is very much consultative. There are various phases to the sales lifecycle depending upon the projects identified and the vertical targeted e.g Architects, Housing Associations, Facilities Management companies. The order value can vary from £600-£ 100k + which could include a more transactional process such as training or reactive drainage maintenance but equally could include more complex and large scale developments or projects that incorporate a number of contractual partners or influencers such as Planning, Project Managers, Operations, Facility Managers etc, and also necessitates conformity to various procurement and planning procedures. The sales activity therefore demands a varied skill set with sector knowledge to converse at the relevant level and stage and to then identify and prioritise suitable opportunities in order to develop a quantifiable pipeline for the client. This included ‘profiling’ a particular target business or institution sufficiently in line with the client’s services to ensure we capitalised on all possibilities of work, thereby maximising the value created across individual accounts/sales generated.

What did we learn?

One of the things that became apparent was that the messaging wasn’t resonating with the customer. In fact, their audience had a certain apathy for these type of services and so it was important to feed this back to the client and work upon creating a more personal approach based upon the feedback – specifically a focus on quality values as a core strength of our client. This enabled us to gradually change perceptions in the market. Another key aspect of the relationship has been to focus on value creation and work towards a criteria that ensures the ‘best’ opportunities are focused on as a priority, the objective being to increase efficiency, reduce the cost of sales and improve ROI by focusing attentions on better value opportunities. It was initially challenging to gain feedback from the various depots regarding the fresh leads generated and also the existing leads within the national sales pipeline database. Prospect Connect worked in conjunction with the management team at a local and regional level to develop a suitable feedback procedure and thus ensure a robust real time data management process. This would enable us to provide a follow-up or re-engagement service for quotation follow up, to support the client in closing business.

Outcome

  • Thus far there has been a £1.6m of lead value generated.
  • The client has a fully managed UK sales database managed in house by Prospect Connect.
  • All data has been amended to ensure it is future proof and fit for purpose.
  • All leads imported into the client’s own CRM system in real time by Prospect Connect to maximise management post-appointment by the client and minimise client admin time.

As full competency has been achieved (i.e. comprehensive objection handling, closing techniques and product knowledge were fully honed), nearly 6000 leads have been generated by Prospect Connect, of which 25% are face-to-face qualified appointments. The remainder represent the various phases of the sales prospecting pipeline from direct quotations, to presentations or quotations, depending upon the project identified. The relationship has demanded an holistic approach to telemarketing and lead management, which also needs to include an inbound service.

A great deal of resource and experienced expertise have been invested by Prospect Connect to client manage and also campaign manage the contract including created a consolidated data stream, effectively managing and interpreting core data with full time QA resource to ensure best practise. Prospect Connect also provide bespoke campaign reporting to meet Board reporting requirements given the scale of the contract. As the client’s ‘eyes and ears’, Prospect Connect continues to provide key marketing intelligence to the client on market trends and customer buying cycles to aid internal marketing efforts.