Lead generation service delivers results

Instem Technology Services has received 33 sales leads from FI Engineering's lead generation service, which they have converted to four new customers.

In August 2006 Peter Griffiths was asked by his boss, Gareth Williams, to review the sales and marketing activity for Instem Technology Services.

Peter's main experience was in purchasing, and although Instem had a first class customer service programme, not enough effort was devoted to finding new customers.

However, 6 months later, Instem can boast four new quality customers.

Instem had nine key customers they worked very closely with over many years; the youngest customer had been with them for 4 years.

With very little sales and marketing effort the company was not growing enough, and because of Peter's knowledge of the business it was decided that he should take over the role of sales and marketing manager.

Being naturally good at communicating and with an in-depth knowledge of the Instem services and the marketplace, Peter was confident that he could manage this new role.

However, prospecting and cold calling to find new potential customers was a problem.

Having read up on sales techniques and the maths of selling Peter knew that he had to do literally hundreds of colds calls every week to achieve his goals.

He didn't have the time or the prospect lists and believed that his time was too precious to spend on prospecting.

If he was to win new customers Peter and Instem would have to concentrate on building strong relationships and trust with new clients.

The solution was to, firstly, become members of the lead generation service from FI Engineering.

Peter knew about the lead service from the previous company where he worked.

In addition, Instem created a decision group that consisted of members from accounts, operations, sales and purchasing.

The team look at all the leads, drawings and company details and sometimes make an initial call to the client for additional information.

They then decide which companies and contracts they can service best and how to pursue them.

Secondly, Peter set up a strategy for contacting, informing and building relationships with every new client and existing customer.

It consisted of calling, quoting, on-site visits, inviting customers to see their production; in order to build good relationships with each customer and new prospect.

Peter says:- "I call our customers often, sometimes every day but not to ask them if they are going to buy but to keep them informed.

We keep our customers informed about everything to do with their quote or delivery, where it is in production, when it will arrive, if it can be improved or any other relevant information.

I treat the buyers like my colleagues.

That is what builds trust and that is selling".

From August 2006 to March 2007 Peter received 33 leads (or Request for Quotes) from FI Engineering.

The team looked at all the leads and decided which ones were suitable for follow up.

The great advantage of this method has been that the team know what is going on and all have had input into the selection process.

If anyone has an issue with pursuing a certain contract they can raise it in this meeting.

Out of the 33 leads, Peter and the team have now generated four brand new customers.

The new clients are initially cautious and will not give Instem the larger contracts immediately, but rather grow the relationship, trust and contracts slowly.

Buyers using FI Engineering are switched on, price conscious but as soon as you have come over that hurdle then it is about quality, delivery and trust.

With almost no exception, these potential new clients are pleased to receive a call from a member of FI Engineering and are serious about doing business.

"I have the advantage of having been a buyer in the past so I try to get inside the buyers head.

It is nonsense that they will respond to your quote and you have to do all the chasing, that is what they expect", says Peter.

According to Peter there are three reasons for Instem's new sales and marketing success: 1/ Receiving quality leads from FI Engineering, which means they can concentrate on warm enquiries instead of spending all their time on cold calling.

2/ Thoroughly understanding the buyer's needs and what the customer is looking for so that Instem knows that they can deliver and be competitive.

3/ Giving the customer what the customer wants, promising to deliver and actually delivering your promises.

Keeping the customer informed and building trust.

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