Telmark Sales SolutionsCustomer Relationships - Market Share - Sales Success
Telmark Sales SolutionsLead generation for insurance sales representatives.
Our client was looking to add a consistent outbound lead generation program targeting new business growth to their existing national sales program. As a specialty insurance company looking to grow in a competitive market, they understood the importance of building a continuous pipeline of new prospects for their field sales team.
We met with the regional sales directors and CRM team to set up a plan for our lead generation specialists to set onsite appointments for the field sales people. Using a combination of our phone system and their CRM and calendaring systems, we built a smooth process. We coordinated our efforts with local field sales, commercial sales, and the marketing team to build lists of past customers and new prospects for the Telmark team to call. We developed talking points specific to each type of target, and tested and refined our approach to optimize the call messaging, frequency and timing. Our team calls the targets on the list, using data from the CRM system to customize messaging. With visibility to the field sales Outlook calendars, we set the day and time of the appointment with the prospect while on the phone. A calendar invite for the appointment is then emailed to the prospect and field salesperson. Following up with emails to set up call backs or confirm appointments built confidence with the targets.
This past year, our team executed with great success.
Expanding into new and complex markets for consumer-packaged goods products
Our client’s well-known consumer brands were underrepresented on the shelves of many locally owned neighborhood retail stores located in inner cities or other underserved locations. Being a mature brand, they were struggling to find incremental growth in a competitive market. The multi-step distribution model used in this channel is difficult to navigate and can require unconventional promotional agreements to fund the extra logistical complexity. Many manufacturers ignore this market due to perceived inefficiency and credit risks. They fail to take advantage of the lack of strict planograms and flat organizational structures that can create opportunities for fast decision-making and opportunistic buying.
Our established relationships with companies servicing these markets give us an understanding of each distributor’s unique situation based on their geographic market, the type of end user they sell to and their financial model. By meeting with the company leadership at the distributor, we gained in-depth understanding of their needs, allowing us to build a partnership of trust and transparency. We advised our client on the right mix of distributors to avoid unnecessary competition that can disrupt pricing in the market. We based our proposal on their specific logistic model, which involved an additional layer of distribution to the retail store that required funding. We advise our client on how to comply with distribution restrictions and which products will find high volume success in this market. These consumers represented an untapped market of loyal shoppers who were previously unable to access their brand.
In our first year, sales of everyday goods and opportunity buys were balanced to create a positive funding model for both the manufacturer and the distributor. Our successes included:
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