Case study
Case Study - Appointment Setting Face to Face Meetings
The following case history is a project frequently performed
Background
The client is a Pakistanian supplier of greige fabrics for bed and bath as well as for home furnishings. With a capacity of 100,000 meters per day woven on high speed air-jet looms. After having established relationships with US based importers, the company had been ready to expand its marketing activities to Europe.
Objectives
- Detect companies that purchase greige fabrics and exhibit on the international trade show Heimtextil in Frankfurt
- Schedule appointments for the client's Sales Director with decision makers of the qualifying companies at their fair booth
Approach
After studying the client's company information a call with the Sales Director resolved remaining questions. The client agreed to a cold calling strategy that would qualify the prospects and secure the decision makers' information. Following the agreement I developed a calling script with a short elevator speech, and a presentational email incl. URL to the client's website and an attachment with a list of the product range.
The client provided a list with 33 companies located in Germany that exhibit at the trade show. The strategy foresaw to first locate and then speak with the decision maker. In the majority this was a Purchasing Manager or a General Manager. Typical objections have been overcome. Reluctant prospects were supplied with a short email presentation. A second call then had to secure appointments with these prospects.
Results
Using this strategy, of 33 leads, 20 could be qualified as potential leads. Out of the 20 potential leads, 13 meetings with the client's Sales Director could be scheduled - 9 on the first, 4 on a followup call after receiving the presentational email. 3 asked to be contacted by the client after the fair. 2 prospects had been travelling and unavailable for scheduling. Another 2 prospects expressed that changing suppliers would currently not be one the company's priorities.
Expenses
The total cost to the client has been in the low 3-digit US$ range. Because of successful results, the client advised of relying on my services in the near future.
Client's feedback
Did a great job of contacting the companies we needed to target and get meetings setup and identify the key personnel. In addition he was available on regular basis for communicating with us.
What can I do for you?
Don't be shy. With one email or phone call, I can begin developing a proposal, precisely suiting your objectives. In a few days I can be on the phone, speak to your prospects and schedule prosperous time with decision makers.
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