SPH Marketing Case Studies

Business-to-Business Marketing Case Study

Overview: Fortune 500 Technology Company providing business office equipment worldwide.

Challenge: Identifying business decision makers on specific office equipment lines, qualifying and securing productive face-to-face sales demonstrations and sales meetings throughout the United States.

Solution: Looked to SPH Marketing to set up a test program in 2004 that continues to grow and thrive today. SPH Marketing partner responsibilities include:

• Sourcing a National Business-to-Business list of small and medium business prospects in champion challenger mode on data sources.
• Developing multiple vertical sales scripts that are dynamic (SIC driven) and continue to test changes for improvement.

Integrating SPH Marketing sales management data tools and providing client with real-time transfer of all data points, including data population of appointments on client’s sales representatives’ calendars. Making outbound calls to businesses Monday through Friday from 9 a.m. to 5 p.m. (within all time zones), which included:

• Verifying and qualifying data providers listed decision maker information
or probes and uncovering the true decision maker for business machines
• Benefiting statement of call to keep interest of decision maker
• Asking and recording nine sales qualification questions
• Setting date and time for face-to-face presentation
• Creating digital voice recording of customer confirming appointment date and time.
• Monitoring calls and archiving detailed call reports for audit tracking purposes.
• Transferring appointments to approximately 1,250 sales representatives across the country – real time, daily.

Results: Currently setting approximately 150 to 200 sales appointments PER DAY, resulting in an estimated $25 million in sales revenue for client annually.

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Business-to-Consumer Marketing Case Study

Client Overview: Fortune 100 consumer retailer attempting to increase online- sales volume by “cross-selling” a private label credit card to its current customer base.

Challenge: Past direct 500,000-piece mail campaign response rates have been higher than industry averages; however, the cost for handling the inbound 800 calls, processing, and issuing of credit cards may make future direct mail campaigns cost prohibitive.

Solution: Looked to SPH Marketing to set up a “blended” inbound/outbound telesales test program to increase the overall response rate and to lower the “800” number cost per customer response. SPH Marketing partner responsibilities include:

• Creating a “blended group” of agents to handle both inbound and outbound calls simultaneously.
• The agents only log inbound “800” billable call center time during active calls.
• When inbound agents are “idle,” they are immediately switched into outbound calls mode through the SPH Marketing system.
• Developing courteous – yet persistent – outbound telesales script to call all customers who did not respond to the mail piece.
• All calls placed utilizing predictive dialer technology.

Loading the direct-mail database into its automated telesales system to decrease the talk time of each inbound call response. Customer data was then displayed immediately on the SPH Marketing agents’ screen using DNIS and caller-ID technology. This kept the average inbound response talk time down to less than 90 seconds. Monitoring calls and archiving detailed call reports for audit tracking purposes.

Results: SPH Marketing’s blended telesales technology solution continually generates a 25% to 30% response rate for its client’s private-label credit card program. The client has exceeded their initial campaign Return On Investment (ROI) projections due to SPH Marketing’s exceedingly high response rates. Moreover, these results are generated without complaints or customer service issues from the client’s loyal customer base.

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