In 2010, The Prospect Factory was awarded the contract to provide appointment & lead generation to one of the UK’s largest car and van rental firms.
With a field sales team of 10 regional Business Development Managers, and huge aspirations for growth, it was clear that our client needed a large scale and effective telemarketing campaign to generate the volume of appointments required to feed the sales team, enabling them to hit their individual and overall company new business targets.
The main objectives of the telemarketing campaign were to:
Profile the clients existing customer base to identify the types of businesses and industry sectors that are most likely to have a significant usage of car and van rental.
Source a database of 25,000 UK businesses that fell within the profiled industry types.
Create and implement a contact strategy for email & postal direct marketing so that brand awareness of our client could be nurtured even before the first phase of telemarketing began.
Make in excess of 2,500 phone calls per week to the prospect database, speaking with decision makers and nurturing the relationship on behalf of our client, so that when the time was right, an appointment was booked for one of the regional sales managers to attend.
Capture market intelligence about company rental usage, competitor activity and provide weekly feedback to our client via a range of reports and CRM integration.
Conduct ad-hoc post appointment follow up calls to ask the companies that were visited, how they found the overall experience. Some of the questions included; did the BDM arrive on time, were they professional attired, were they able to answer all the questions that were asked of them and was there any further information that the prospect was waiting on so that they could make an informed decision about the services offered by our client.
This independent and totally objective feedback proved invaluable to our client and became a major part of how they appraised and managed their field sales team moving forwards.
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