The Client, based in Singapore, is the largest privately-managed insurance broker in the world with offices in Hong Kong, Beijing, Malaysia, the Philippines, Thailand, and South Korea.
The Client has an in-house team in Hong Kong which supports its marketing activities in Asia, seeking decision makers of S$20M companies. In order to increase the volume and value of sales, the Client needed to build an intelligent prospecting campaign focused on sales-ready prospects. Since it lacked commercially available data to support this activity, the Client partnered with Callbox to segment its market and create a database of targeted prospects. However, after speaking with a Callbox sales rep, the Client was impressed with the company’s telemarketing capability so it signed up for a three-month Appointment Setting and Database Profiling campaigns.
The objective of this campaign was two-fold:
THE CALLBOX SOLUTION
Callbox set up a telemarketing team for a two-phase campaign: Database Profiling and Appointment Setting. The Client personally selected and trained the agents assigned to the calling campaign and the target decision makers were identified: HR and Finance Managers. Callbox telephoned contacts in the Client’s database to identify companies in Singapore whose indemnity insurance was up for renewal.
Callbox then embarked on an outbound telemarketing campaign to arrange office meetings between qualified prospects and the Client’s outside sales reps. Appointments were qualified based on the Client’s criteria:
As the campaign progressed, the Client narrowed down the lead qualification criteria in order to capture larger prospects with near-term requirements. The target size for Corporate Benefit was changed from 50 to 100 full-time employees and for Corporate Risk Insurance, from S$20 million to S$50 million companies. The Client also required that proximity of renewal dates should not be longer than three months from the time of call. Prospects whose renewal dates were longer than three months were profiled and entered into the Client’s database for tracking and future follow-ups.
One challenge encountered during this campaign was frequent cancellation of meetings because the Client did not have enough sales reps to accommodate the growing number of new appointments. To remedy the situation, Callbox prepared weekly schedules of appointments for the Client to review and approve. The Client worked closely with Callbox to provide feedback and updates.
One month into the campaign, Callbox delivered a total of 19 qualified leads and 897 profiled records with one Callbox agent achieving a contact rate of 30%. Surprised with so many leads after just one month, the Client decided to hire two more agents but to restrict the lead qualification even further, going after only the most promising prospects. This generated a total of 26 highly qualified leads and 1,698 profiled records.
Pleased with these results, the Client renewed its contract and expanded its campaign to five seats for six months. By the end of the third month, Callbox was able to profile 12,749 records and deliver 186 highly qualified sales leads. The campaign is currently in progress and the Client plans to use Callbox’s services for other long-term projects.
The Client is an independent property tax consulting firm specializing exclusively in providing taxpayers of commercial, industrial, multi-residential, and special purpose properties with full-range property assessment and tax management services.
They have a national reach with 19 offices that handle large sales territories across the United States including New York, California, Illinois, Pennsylvania, Massachusetts and Texas.
The Client needed a way to help all their Managing Consultants who head each regional office across the country in bulking up their sales pipeline.
THE CALLBOX SOLUTION
The Client approached Callbox to conduct an aggressive telemarketing campaign that would fill their calendars with qualified appointments on a daily basis. Starting with a test campaign for one location in November of 2005, Callbox now conducts the appointment setting campaign for 14 of the Client’s 19 locations including its head office in Arizona.
To meet the Client’s requirements, Callbox decided to assign a personal appointment setter to the Main Specialist for each location. Appointments are set based on a detailed script and strict qualifying criteria provided by the Client including:
Callbox appointment setters then e-mail the prospect companies copies of the Client’s marketing collateral and Statement of Qualifications.
Appointments are then delivered via PipelineCRM, an online CRM tool developed by Callbox especially for clients with distributed offices and disparate territories. This enables consultants and specialists to access their up-to-date sales pipeline anytime, anywhere, maximizing their time to develop new business. Sales people can follow-up the appointments even when the Specialists are not available, making sure no leads fall through the cracks.
Callbox experienced appointment setters coupled with the Callbox online appointment setting tool allowed the Client to concentrate on their core business-delivering exceptional property tax consulting services rather than cold-calling and managing each sales person.
The Client now enjoys:
The Client is a renowned expert in commercial cleaning with an industry-wide reputation for its unbeatable service record. It has nearly 40,000 customers worldwide, providing services with state-of-the-art equipment and the most efficient chemicals available. The Client applies superior cleaning techniques with one goal in mind: to revolutionize the commercial cleaning industry. Its extraordinary growth is attributed to its system-wide network of over 90 Support Centers in the United States, Australia, Asia, Canada and South America, with plans for further expansion.
The Client specializes in hard floor care, carpet cleaning, window cleaning, pressure washing, and restroom sanitation and was ranked by Inc. Magazine in its prestigious Inc. 500 issue as one of the 500 fastest growing privately held companies in the United States. The Client continuously strives to develop new and innovative cleaning solutions to enhance the work environments of its customers.
Due to its huge client base, the Client knew the time was right to further expand its territory. The Client wanted to continuously search for other businesses to which it could offer its services in line with its plans for further expansion. The Client needed a partner to increase its flexibility to cover a larger area. The three requirements were:
The Client’s marketing arm needed to focus on closing deals, instead of spending a considerable amount of time researching industries and facilities that needed their services.
THE CALLBOX SOLUTION
For the Client’s needs, Callbox chose the most appropriate marketing tool — Appointment Setting.
An Appointment Setting Campaign was launched in June 2006. Two full-time callers targeted commercial and industrial offices found in San Francisco and Los Angeles, with the exception of hotels, restaurants and government offices.
Since each appointment setting campaign is unique, Callbox assigns telemarketers that are best suited for individual programs. After discussing the strategic process with the Client, qualified meetings with specifically targeted and properly identified decision-makers were set up.
Some of the information Callbox agents were tasked to collect and confirm are the following:
Setting and confirmation of qualified appointments immediately followed after agents successfully generated interest in the Client’s cleaning services.
A more thorough presentation of the Client’s full range of services, their customized service proposal, and details of the cleaning schedule and specific areas to be serviced were left to the Client’s marketing arm.
Due to Callbox representatives’ excellent communication skills and persistence in the conduct of the appointment setting campaign, the Client expressed satisfaction with Callbox’s services and since then has a steady flow of qualified appointments for its sales team.
As of July 2007, Client has renewed its contract ten consecutive times.