Inside sales—the act of remotely identifying, nurturing, and transforming leads into buyers—plays a critical role in an economy where customers have become more comfortable making remote purchases.
A leading bulk oil, fuel, and lubricants distributor was attuned to this growing trend and sought a partner to help it enhance, expand, and evolve its inside sales approach. The client was also seeking more granular visibility into its sales activities and opportunities to increase sales efficiencies.
Our first step was to assess and understand the client’s needs. Based on our observations and conversations with the company’s sales team, we recommended a multi-faceted solution that combined people, processes, and technology.
We launched an incubator program that included our growth services expertise, robust digital products, and experienced @home inside sales experts. We deployed Salesforce’s CRM platform, giving our sales management experts and the client’s sales leaders visibility into the entire sales funnel. Now, it was clearer at which stage each account was, how many “touches” each account had received, and other reporting insights. This empowered the sales team to make more informed decisions from an account level as well as optimize their go-to-market strategy.
What’s more, the reporting insights that we provided were especially helpful at a time when employees were working remotely and unable to share notes and updates in person.
Utilizing our Inside Sales Playbook (a database of more than 400 different inside sales best practices) our sales experts also conducted lead generation activities in which they prospected, cold-called, and qualified leads. In addition, we shared numerous industry best practices and sales exercises such as Win Back Wednesday to motivate and engage the sales teams. On one Wednesday of every month, we focused on winning back customers that had not made a purchase in the past 12 months. This also enabled associates to fully focus on winning high value accounts on other days. We developed specific verbiage for the associates to utilize and coached them on offering comparable products as well as educating the customer on lead times up front.
The incubator program was a huge success. Within three months, our inside sales team produced a greater ROI than the internal team; our sales team increased revenue by 12% year over year. And in five weeks, we reactivated 33 accounts in a win-back campaign that generated more than $20,000 in revenue.* Our partnership continues to grow; the client has since engaged us in expanding the incubator program and managing larger accounts.
*Update: 9% of accounts have since been reactivated, generating $356K in gross profit YTD.