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| situation: |
A global producer of industrial adhesives held a secure market share advantage in its core product applications. Substantial revenue opportunities from non-core products, in current customer operations, were being missed due to customer perceptions of the producer as a single product provider. The producer’s sales organization, while knowledgeable of their non-core products, was resistant to sell prospects outside of their established customer-side audiences. |
| response: |
Prospects, within customer operations, responsible for purchase or authorization of the producer’s non-core products were sent, via trackable, expedited shipment, a dimensional presentation of the in-use benefits and single-supplier advantages of the producer’s non-core product line. To speed prospect response, a high-value premium was offered in exchange for the prospect’s completion of an online qualification form and participation in a telephone survey. |
| results: |
Within seven days of the campaign launch 29% of the prospect recipients had completed the online form and follow-up telephone survey. In addition, several senior-level production, operations, and purchasing persons, not on the original mailing list, learned of the producer’s products and completed the online form and telephone survey. The producer’s sales force, armed with extensive prospect and applications intelligence, delivered the high-value premium to each prospect, and was able to secure multiple line audits, product demos, and purchase agreements. |
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