CATEGORY: BUSINESS TO BUSINESS
THE CLIENT
As a major provider of ground, air and international shipping, our client discovered an untapped segment of their market.
THE CHALLENGE
The client’s Account Mangers and Inside Sales handled the needs of customers with shipping volumes of $8,000+ annually. However, they left the market for those under that revenue threshold un-serviced.
THE OBJECTIVES
1) Find a lead source of newly established companies
2) Analyze their current and future potential for shipping services
3) Establish an account with them before the competition does
4) Communicate in a way that respects the client’s solid reputation and not draw comparisons to traditional telemarketing calls.
THE STRATEGY
- Establish a call flow for agents rather than a ”script“ that could turn customers off.
- Recruit business-minded agents with strong conversation skills and ability to close the deal.
- Communicate the benefits of opening an account with our client early on, so effectively they can 'grow together'.
- Open an account and encourage activation.
KEY DRIVERS
Follow up calls to newly opened accounts were made at the 5 and 10 day marks to further the conversation and stimulate initial use of the service.
By integrating the client’s systems with our internal platform, our agents were able to set up new accounts through a robust online application that includes: capturing and validating credit card information for the customer and generating an active account number for immediate use.
THE RESULTS
The pilot program was so successful we were given an additional source of leads that are providing an average 10% increase in revenue from our base program.
Accounts opened are tracked on a 12-week cycle to analyze their shipping volume, and revenue generated against the overall external costs.
In Year 1, this program established over 5,000 new accounts for our client, 54% of which 54% are regularly shipping. In the current cycle, 67% of accounts opened are producing shipments with over $1 million in projected annual net revenue.
To date, we have generated over 1.5 million in billed revenue and just under $2.5 million in annualized revenue.
