Sales Consulting Case Study
Bill Warner Friday, January 04, 2008
Interim Marketing and Sales Executive Services for an Established Company
Situation: An established company in the lightning surge protection business has been unable to generate new sales in the last several months. Referrals to new leads have nearly stopped, and new business is difficult to find in an increasingly competitive market. The President of the company engaged Paladin and Associates to assess the problem and formulate a sales strategy to generate new business.
Engagement: Paladin determined that the company had a competitive product but that the current sales strategy focused too heavily on hardware product sales. The focus needed to be shifted to provide enhanced customer implementation services by furnishing the means to protect clients’ facilities from the potential damage of lightning surges. Paladin created a new set of marketing messages oriented to the value of the company’s services, generated innovative print and electronic sales materials, created a new telemarketing lead generation program, trained the sales staff, and assisted in upgrading the existing website.
Result: By establishing an entirely new sales approach and value proposition, coupled with a competitive service offering and an effective method for identifying and qualifying leads, the company’s sales almost immediately improved, doubling their sales in eighteen months.
Summary: To succeed, businesses must attract and retain a growing base of satisfied customers. In this case, Paladin helped the company carefully plan their marketing and sales strategy to refocus the company on a more lucrative sales approach. The implementation of the new sales plan generated a higher value proposition and took full advantage of the company’s real potential.
Filed Under:
Bill Warner is the Managing Partner of Paladin and Associates, a business consulting firm in the Research Triangle Park area of central North Carolina, and is the Chairman of the Triangle Accredited Capital Forum, an angel investor network with over one hundred members throughout the southeast.
