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Cold Calling Campaign in the Building Sector Generates 58 Appointments
The client has been installing energy-efficient, custom windows and doors in the Ottawa-Gatineau area since 2005. Generally speaking, their projects range from refurbishing old bungalows with new windows to maintaining the historical charm of early 1900s homes with new entry and patio doors.
+ 58
qualified appt.
+ 10
5-star reviews
Summary
Despite decent website traffic and bookings, our client faced challenges when it came to converting inbound leads into deals, as well as getting client feedback after seemingly successful projects.
We were tasked with working on fresh leads and a backlog of unresponsive ones that either never connected with the client or were lost after the initial touch. The main thing is the client didn’t have a robust call center or qualified staff that would follow up on all registrations. That’s why they relied mostly on other communication channels.
SalesNash stepped in to cover this blind spot for two months and helped the client integrate this process into their workflow.
Construction
Industry
Canada, Ottawa
Headquarters
Cold Calling
Campaign type
Challenges
- Starting from Scratch: We had to set up the process and tech from zero.
- Old Contacts: 70% of leads were around 2-6+ months old, which required data validation as many contacts had forgotten they registered.
- No B2B/B2C Segmentation: Registration forms didn’t distinguish between business and individual buyers, complicating outreach.
- Tight Schedules: Sales reps had tight schedules, so it was hard to find slots for appointments, leading to some lost leads and rescheduling issues.
Solutions from SalesNash
Initially, we focused on processing the backlog of older/lost leads. To get it all started, we developed scripts, automation, and processes, aiming for proof of concept and actual conversions on those leads. Everything done let us land the first appointment on the very first day of calling, which set a positive tone for the partnership.
The project progressed smoothly. As our approach proved to be successful from the start, the client gave us access to fresher leads. This allowed the client’s in-house sales rep to focus on nurturing their existing pipeline. In the meantime, we managed to achieve a 10% average conversion rate to appointments (30% for fresh registrations and 5% for older leads).
By the end of the second month, we cleared the backlog and shifted to collecting feedback from previous customers. This involved qualifying them for additional deals and also requesting 5-star reviews to boost credibility.
Over the course of the whole process, we shared call recordings, best practices, and our A-to-Z workflow specifics with the client. As a result, the client’s team could seamlessly transition to handling the process internally after the project ended.
- Processing of Older/Lost Leads
- Nurturing Existing Pipeline
- Collecting Feedback
- Sharing the Best Practices
Addressing Challenges
Content Creation
Our content team developed the needed frameworks, scripts, and snippets. While the client provided the materials they were using themselves, we managed to enhance the content for a much better performance.
Data Validation and Segmentation
What our research team focused on was validating data. This meant obtaining relevant emails and phone numbers. Eventually, this made it possible to segment leads into business and individual buyers for a tailored approach.
Streamlined Workflow
This was the BDM’s area of responsibility, i.e. creating a consistent workflow. Every lead received at least two touches per day to heighten response chances.
Scaling the Team
As the volume of closed deals increased, the client hired an extra sales team member. This helped to mitigate scheduling challenges and made it possible to schedule more appointments with potential clients.
Smooth Transition
The client’s team received thorough training from us. So, as the quarter wrapped up, their in-house team was fully prepared to take charge.
Driven Results by SalesNash
Our dynamic approach resulted in a significant impact:
- 58 appointments qualified and scheduled in two months.
- 10 5-star reviews collected.
- One out of three appointments resulted in a closed-won deal within 2-6 weeks.
- New team members were onboarded, and processes were fully handed over, ensuring prospects for steady growth.
0
qualified appt. in two month
5-star reviews