After acquiring a competitor, our partner in the manufacturing industry discovered as many as 20 boxes of customer lists dating back to the 1940s – lists that represented a golden opportunity for retrofit and add-on product sales. They knew they needed to convert the lists into a usable electronic database, but there were a few obstacles to overcome.

1. The lists only contained customer names and cities. Current street addresses and phone numbers would need to be captured. 

2. Given the age of the lists, it was unclear which customers were still in business. This would have to be researched and verified.

3. To properly focus their efforts, our partner needed the names and job titles of the individuals responsible for equipment purchases.

We initiated a major research effort to build-out each database record with valid contact information. During this process, we eliminated customers that were no longer in business and utilized various methods to identify the key decision-makers for equipment purchases within each company. We then launched a sophisticated outbound telemarketing program to engage hard-to-reach senior engineers and plant facility managers in a lead-generating dialogue about retrofit and add-on products. When we reached voicemail, our highly trained reps left compelling sales messages as directed by our call guide.

High-quality leads were generated at a rate of one per telemarketing hour and immediately passed on to sales reps to close. Other qualified leads who were not ready to purchase were identified and added to the database. Impressively, a significant number of leads were generated in response to voicemail thanks to our well-scripted messages and intensive staff training. The cost per lead was less than $50, while each potential retrofit sale was valued at over $50,000. Most importantly, our partner gained a valuable database containing hundreds of untapped leads to nurture for new business.