Customer Acquisition

Situation

  • A nationwide family of businesses sells parts, and service to the food service industry, which includes, chain restaurants, hotels, casinos, etc.
  • Although the company has been growing through acquisition of related businesses in various geographies, there is a need to increase the overall book of business through a centralized sales effort

Objectives

  • Increase the number of customers buying parts and service
  • Stimulate customer repurchase and increase the sales revenue from the customers over time
  • Increase parts and service offerings to new and existing customers
  • Leverage existing customer relationships within restaurant chains to drive sales growth

Approach

  • A closed-loop lead generation process and supporting marketing and sales campaigns that would drive growth
  • List source identification and selection
  • Call script and lead qualification criteria development
  • Test cell roll-out and program revision
  • Development of direct mail campaigns and supporting collateral
  • Roll-out to select chains, market segments, and geographies
  • Lead close with the assistance of client-based industry expert senior sales staff

Results

  • An average of 48 qualified leads were generated per month
  • Several state-wide wins of major chain restaurants were closed through the program
  • Increased penetration of new locations within existing accounts
  • Sales increased by at least 20% every year during program operation