Apexx Group - Driving Profitable Growth

Customer Acquisition

Situation

A nationwide family of businesses sells parts, and service to the food service industry, which includes, chain restaurants, hotels, casinos, etc.
Although the company has been growing through acquisition of related businesses in various geographies, there is a need to increase the overall book of business through a centralized sales effort

Objective
The following objectives were established as part of the centralized sales effort:

Increase the number of customers buying parts and service
Stimulate customer repurchase and increase the sales revenue from the customers over time
Increase parts and service offerings to new and existing customers
Leverage existing customer relationships within restaurant chains to drive sales growth

Approach
A closed-loop lead generation process and supporting marketing and sales campaigns would drive growth and included:

List source identification and selection
Call script and lead qualification criteria development
Test cell rollout and program revision
Development of direct mail campaigns and supporting collateral
Rollout to select chains, market segments, and geographies
Lead close with the assistance of client-based industry expert senior sales staff

Results

An average of 48 qualified leads were generated per month
Several state-wide wins of major chain restaurants were closed through the program
Increased penetration of new locations within existing accounts
Sales increased by at least 20% every year during program operation