Case Study - Wholesaler

Issues:

Company invested a lot of time and money generating leads, but only converted 11% of those leads to actual paying customers.

Our Goal:

To increase sales conversion rate without discounting or eroding margins.

Actions Taken:

• Clearly defined ideal customers and established criteria for screening quotes from new prospects.

• Modified marketing and sales communications to reinforce benefits and value (instead of features like everyone else)

• Developed and consistently implemented multi-touch sales system that incorporated the quote process.

• Used tracking system for leads from new and existing customers

• Created quarterly campaigns to stay connected with warm leads - those that had a potential need, but didn't buy earlier.
  

Results Achieved:

Within 8 months, the conversion rate on new leads increased from 11% to 27% - more than double - without discounting.  By focusing on ideal prospects, turning down sales where appropriate, and consistently using the sales process, the average sale per customer increased 43% and overall revenue increased 22%.