When it comes to sourcing new business leads, knowing who can genuinely benefit from and is interested in your services is vital.

Well-qualified leads can make the difference between generating a valuable new relationship and wasting time and resources.

Leading the chase

Successful vehicle tracking specialists Navman Wireless work with many major clients in the service industry and understand how important it is to efficiently generate new, qualified sales leads, rather than wasting time chasing dead prospects.

Their existing telemarketing operation, set up to arrange demonstration appointments with potential clients, wasn’t proving as effective as they’d have liked – especially when it came to efficiently dealing with requests for information.

They found that the content and quality of sales mails was rarely consistent and brochures were usually sent as attachments, which didn’t look as professional as they would have liked.

If their telemarketers sent product information out by post, it took a number of days to arrive, by which point the recipient may well have forgotten why they’d asked for it.

Whether sent by post or email, the company had no way of knowing whether the intended recipient had looked at or received the information.

Due to this, the telemarketers at Navman Wireless couldn’t distinguish between prospects who were genuinely interested in their services and those who had requested information simply to ‘fob them off’.

This made deciding which leads to follow up incredibly difficult and resulted in the company wasting time and resources.

Increasing appointments

Navman Wireless were already sending out branded and tracked mass marketing emails and by using a system that applied the principles of this to one-to-one sales emails, they found they could not only centrally manage the look and feel of all their email communications but know whether they had been of interest.

Using Pure’s eSales module (part of the PureResponse package) they can create and manage branded templates, ensuring a consistent level of quality and depth of content, while retaining the ability to personalise each mail.

Crucially, the eSales module allows the company to track responses to their one-to-one business communications. They can also see whether, and how quickly, those emails have been opened.

This means they now have a clearer idea of which leads to follow up – and which should be prioritised.

Realising that they could apply the same system to other areas of their business and reap similar benefits, Navman are now rolling out the eSales module across their 90 dealerships.

Dealer Manager Peter Millichap said: ‘It increased the number of appointments we made and decreased the number of wasted time calls quite drastically.

‘This means the telemarketers are making more calls, and more quality calls. It means we’re being more intelligent about how we use our resources, rather than endlessly calling more and more people. It isn’t cost effective to keep doing that.’

Find out more about eSales?