CASE STUDY: Targeted Account Penetration
SITUATION
A telecommunications company had been unable to penetrate specific large
accounts with significant revenue potential.
APPROACH
Volny Consulting networked into the accounts to identify key decision
makers. During conversations with these contacts, we developed an understanding
of their technology requirements and their vendor-selection criteria and
process. We used this insight to develop a winning value proposition for
our client. Armed with this message, we set up meetings for our customer
with key decision makers.
RESULTS
We successfully positioned our client as a potential vendor and helped
them establish a relationship with their target accounts.
SITUATION
The company was not meeting sales quotas, yet potential customers were complaining that their calls were not returned. Too many unqualified leads were flooding the system and drowning out serious leads.
APPROACH
First, we outsourced the initial lead follow-up to ensure all calls and
contacts were returned and qualified. A lead distribution and tracking
system was put in place. By streamlining the lead-generation process,
we generated fewer, more targeted leads.
RESULTS
Salespeople were thrilled to receive qualified leads with information
that allowed them to prioritize their efforts. The impact was immediately
evident in the pipeline. In addition, the cost of outsourcing lead qualification
was offset by savings in marketing expenses resulting from more focused
lead-generation programs.
Additional Projects:
Successful Customer Seminars
After assessing sweet spot preferences and issues, we designed customer
and prospect seminars that attracted target attendees.
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Volny Consulting 2012