Case Histories

Here are a selection of business to business marketing success stories:

A Selection of Case Studies from Need More Sales clients

Direct Wines

Background

Direct Wines are the UKs largest home distributor of Wines. They have a corporate division that sells into businesses.Although they have internal resources these are focused on dealing with existing business with the result that the Business Development Manager whose responsibility is to generate new business required a constant flow of new appointments with appropriate businesses in order to generate new business.

Solution

Need More Sales segmented the market into four key areas;

• Gifts
• Flexible Benefits
• Incentives
• Promotions

Target parameters were established for each sector and contact positions within each sector were established. It was identified that there were corporates and agencies and a different proposition was required for each.Need More Sales created a database and input into Act. The prospects were called and the appropriate proposition sold into them. Need More Sales Account Manager went in as an employee of Direct Wines which was achieved with credibility due to the in depth knowledge of the subject gained during the set-up. This was enhanced with regular contact with the client (Business Development Manager) and occasionally working from client site.

Results

Need More Sales have been working for Direct Wines for 4 years and have helped in Direct Wines achieving their multimillion annual target.££

Freedom Leisure

Background

Freedom Leisaure runs 14 Leisure Centres across Sussex. They wished to increase their membership and saw that corporate business would be a good target market. An offer was put together for corporates backed up with a PR campaign in the local media. Need More Sales were asked to work with the PR agency and Freedom Leisure to devise a strategy to generate meetings.

Solution

Lists were procured of all businesses within defined postcodes over a certain size (10 staff). £Need More Sales operated an incoming £hotline£. This number was given out on promotional literature and in the press release. NMS liaised with the PR agency to find out when the PR activity was taking place in each area and correspond with telephone calls to companies in that area. The call would involve establishing the decision maker and qualify them, going for a meeting where possible. The meeting would be with a defined member of the management team of the nearest centre and would take place at the client premises. The meeting would involve all staff and give them a £free weight and body mass test£ and offer them a free trial session at the local gym. The synergy of £ying and yang£ was used so they were also offered chocolate (and an opportunity to burn it off in the gym). Where a meeting could not be obtained Need More Sales would send out a corporate membership pack with some complementary passes. The amended (clean) database was returned to Freedom Leisure for future marketing purposes.£

Results

Called 269 companies over a 4 day period. 164 pitches, 14 meetings obtained at time of call, 53 e-mails sent out, 15 letters.

Orangutan

Background

Orangutan is a marketing agency specializing in promotions and incentives.As a small agency they do not have the resource to focus on new business acquisition which had hitherto been carried out by the Managing Director. Due to some existing business coming to an end it was imperative that the new business acquisition process had some focus. Although they had internal resources these are focused on dealing with existing business and neither had the skills or the desire to be involved in cold calling. A constant flow of new business opportunities were required.

Solution

Need More Sales identified specific market sectors where Orangutan had strengths and took the existing database and began segmenting it. Specific sectors of strength were then focused on and appointments were generated.A different proposition was required for each sector and pitch skeletons were put together.Need More Sales utilized the existing Act database which was synced with the clients own system at the end of each working day. The prospects were called and the appropriate proposition sold into them. Need More Sales Account Manager went in as an employee of Orangutan (although the meeting was attended by the MD of Orangutan. Credibility was achieved due to the in depth knowledge of the subject gained during the set-up. This was enhanced with regular contact with the client and occasionally working from client site.

Results

Need More Sales have been instrumental at opening doors to Orangutans biggest clients.

Woodreed

Background

Woodreed is a communications agency specializing in incentive programmes.Need More Sales had previously generated them new business opportunities. However, they now had a requirement to deliver an incentive to one of their clients. The incentive involved a web based £battleships£ type grid. As Seat Salespersonnel sold a vehicle they would be able select a grid coordinate and win themselves a prize. However, a phone helpline was required as well as a telephone based option for redemption.

Solution

Need More Sales is able to operate out of hours telephone help lines and did so for this one month campaign. Specific staff were trained on the campaign mechanics and how to answer questions. Regular feedback to Woodreed allowed efficient and effective management of the campaign.

Results

Need More Sales have so far successfully run two campaigns of this nature with Woodreed and are currently planning a third.

Wells Park

Background

Wells Park is a communications agency specializing in Podcasting.As a small agency they do not have the resource to focus on new business acquisition which had hitherto been carried out by the Managing Director. The Managing Director was very good at converting business but not so keen on opening up conversations. It was identified that there were two markets for podcasting, corporates and agencies.

Solution

Need More Sales created specific propositions for both corporates and agencies.Need More Sales created a database and produced end of day reports to update on progress. The client fed back the results of meetings by scoring out of 5. The prospects were called and the appropriate proposition sold into them. Need More Sales Account Manager went in as an employee of Wells Park (although the meeting was attended by the MD of Wells Park. Credibility was achieved due to the in depth knowledge of the subject gained during the set-up. This was enhanced with regular contact with the client and occasionally working from client site.

Results

Need More Sales have been instrumental at opening doors to Wells Parks biggest clients.

Centurion

Background

Centurion was formed in 1996 as a specialist implementer of business software systems for mid-market organisations. Since then they have built a reputation with their clients as an honest and knowledgeable supplier. They are also one of the top selling partners for their chosen suppliers - Vizual Business Tools (VBT) and Sage CRM.

Solution

Need More Sales created specific propositions, created a database and produced end of day reports to update on progress. The prospects were called and the appropriate proposition sold into them. The client fed back the results of all meetings. The prospects were called and the appropriate proposition sold into them. £Need More Sales Account Manager went in as an employee of (although the meeting was attended by personnel). Credibility was achieved due to the in depth knowledge of the subject gained during the set-up. This was enhanced with regular contact with the client and occasionally working from the client site.

Results

Need More Sales have been instrumental in opening doors to some large potential opportunities for Centurion.

2Motiv8

Background

2Motiv8 is a supplier of vouchers for self catering holiday accommodation.The company was new and the staff all came from different backgrounds £ none with experience in voucher marketing. They had an idea of appointing a commission only sales team. Need More Sales were called in to see where they could help.

Solution

Need More Sales defined their market, researched their competitors and created a marketing plan.

Results

It was identified that there was a gap in the market for SME promotions. However, this market required off the shelf solutions. Some of these were created as give aways with vouchers being used as rewards.

Research on competitors websites identified large opportunities not currently being addressed. A specification for the creation of a new website was created.