The solution: Augment the product offering with a thought leadership strategy, providing insight, a distinct point of view and direction on key industry trends. This successful thought leadership positioning is implemented through the Web site, social media, active participation in conferences and industry associations, and ongoing public relations activities.
The solution: Collaborate with the salespeople to draft playbooks that worked back from desired sales numbers to the daily activity levels that would lead to success. Contacts increased significantly, more face-to-face sales appointments were scheduled each week, more time was spent in front of prospects, and more salespeople beat their quotas.
The solution: Institute a formal, in-depth qualitative customer satisfaction initiative that provided insight throughout the project schedule, not just at close-out. Any problems, misunderstanding and dissatisfaction are uncovered and addressed earlier. Customer satisfaction went up and so did margins.
The solution: Part-time business development services yielded a first contract with national real estate firm CBRE to provide facility maintenance services to 250 branch banks.
The solution: A more proactive marketing strategy for the manufacturer was recommended and adopted. Marketing positioning, differentiation and proactive outreach directly from the manufacturer resulted in a presentation by the manufacturer of its environmentally friendly products, in concert with capabilities presentations by its three regional distributors. The presentation and proposals won a multi-building contract with the State of Ohio for HVAC water treatment chemicals and service, establishing a precedent for ongoing marketing efforts.
The solution: Prospect research and systematic outbound marketing and business development on behalf of the firm established relationships with new customers and netted more than $100,000 in initial architecture and engineering fees.