CHALLENGE:
An internationally recognized manufacturer of air compressors wanted to increase sales with existing customers and prospect the customers of their competition.
SOLUTION:
ACS worked with the marketing director to develop and implement a sales lead generation program. Two types of surveys instruments are developed for use with this program:
DELIVERING THE SOLUTION:
1. A short survey is used for strictly lead generation purposes. It has one question regarding the prospects overall satisfaction with their air compressor equipment and then immediately probes the prospect as to when they plan to purchase a new air compressor or if they need to buy parts for the air compressor they own. In addition the prospect is asked if they need service on their current equipment.
2. A longer survey is used as a comprehensive satisfaction survey with the final question being the lead generation tool for determining if the prospect is going to be purchasing equipment, parts or service.
The short survey is used one month while the long survey is used on alternating months. The customer provided ACS with enough customer and prospecting data for each month of the campaign.
At the end of each day, ACS uploaded the survey data to the customer’s proprietary sales database so that sales reps in every region can log in and pick up leads for customers and prospects in their sales territory.
With the client’s internal tracking methodology, it was determined that ACS has generated $12 million dollars of additional sales over a two year period of time.