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RCL Air Conditioning increases market share without having to invest more in sales staff


RCL Air Conditioning increases market share without having to invest more in sales staff

RCL Air Conditioning increases market share without having to invest more in sales staff

Sector: Building Services


Established in 2001, RCL Air Conditioning is a nationwide installer and maintainer of air conditioning and ventilation systems. Headquartered in Cannock, the company has invested heavily in new technology for its staff including full Computer Aided Design facilities, specialist commissioning software, and all the necessary tooling and training for the latest generation of refrigeration technologies. Key customers include NEXT, Morgan de Toi and Early Learning Centres.

Challenge – Increase market share without having to invest in more sales staff

Project Director at RCL, Dave Southall explains, "We wanted to further our expansion plans and generate new business in the sector. We'd experimented previously by hiring two additional sales staff internally but this had delivered a poor return. Although initially their enthusiasm appeared promising, they lacked the momentum and focus to succeed. We also had the additional burden of managing these personnel."

The Solution – An outsourced telemarketing campaign to generate new leads

RCL decided to review a range of outsourced telemarketing companies that would deliver qualified leads. Dave Southall says, "We reviewed several providers and eventually chose Ventrica because of their professionalism and genuine interest in our business. Ventrica's environment has been designed to sell."

After an initial briefing, Ventrica embarked on a 10 day campaign to target Facilities and Buildings Managers within a range of vertical sectors.

"From the outset, it was very much a hands-off experience for us" says Dave Southall, "We simply gave them a background on what we did as a company and how we were different from the competition and Ventrica did the rest. They set up a basic introductory script and trained staff themselves so there was little management requirement from ourselves and they could act completely autonomously with minimal support."

With access to high quality data, Ventrica sourced lists profiling the most relevant contacts from a number of relevant industries including retail, pharmaceutical and manufacturing.

Results - 2,000 leads generated in just 10 days

During the campaign Ventrica contacted over 7,000 potential customers and generated 2,000 leads. Dave Southall commented, "We asked Ventrica to establish whether contacts had an immediate or future need for either maintenance and/or installation of air conditioning and ventilation systems. We were simply amazed by the return, with almost a third of calls resulting in some sort of interest either short-term or within the next few months."

"During the campaign we were provided by daily statistics on how many contacts made, and from day one, we began to see the leads coming through."

So far, RCL has attended 20 face-to-face follow up meetings and has won several maintenance contracts on the back of the sales campaign.

Summary – 'Our most successful new business campaign ever..'

RCL's Dave Southall concludes, "To date, this has been our most successful new business campaign ever, with over 2,000 leads generated. By outsourcing our sales we've been able to focus on our core business whilst leaving the cold-calling to experts who completely understand who to target in the most professional and cost-effective manner. Ventrica has exceeded our expectations on every level and we will certainly be using them again in the near future."

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