This case study was originally posted in 2017, then updated in 2019. Since then, our process continues to be an ongoing asset to our client. Our process remains the same – we believe that the fundamentals of identifying leads, nurturing, and selling also remain the same.
A major oil and gas company, who is an eight-year client of Dunlap Marketing, has proven when it comes to selling, Salesmanship 101 principles remain. Dunlap Marketing provides an important function of making prospecting telephone calls into business around the US that have large and medium fleets of vehicles. The objective is to schedule phone or face-to-face appointments with interested prospects and our client’s regional sales managers. Post Covid, Zoom or Teams video calls have also become very productive ways to meet as well.
“You guys are on fire in my area! Two proposals went out this week from your leads.” – Mid-states region
Salesmanship 101 Process:
- Before prospecting calls began, Dunlap researched, modeled and built a database consisting of our client’s target prospects. Key elements of the research included industry-type, company size based on annual revenues and employee count, geography, decision maker location, and fleet size models.
- Once the database was built, Dunlap sought to identify the person responsible for decisions as well as influencers relating to fuel card programs
- Through tactful persistence, Dunlap makes ongoing telephone calls to communicate with key people – the goal being to learn how their company’s current fuel card program works and identifying potential interest in meeting with our client’s regional sales managers. (What we continually learn is that if we can get a key person to listen for a few minutes, often our regional managers are able to show measurable savings with fuel purchases. A significant bonus then follows as our clients’ reporting tools are top class as they provided huge savings based on improper use of the cards.)
- Upon request of the prospect, the Dunlap team will email additional information about the program to prospects who want to learn more before scheduling an appointment. The Dunlap team is outstanding with timely follow-up once information is sent out. Our belief is a request to send information is approval to follow-up
- Productivity tools become helpful. With outbound telephone calls being an important activity, making phone calls productively becomes important. Dunlap Marketing utilizes impressive computer telephony tools that allow our staff to quickly launch calls and manage notes and comments following phone calls. It’s all about time, and our staff uses their time productively
- Throughout the course of the relationship, Dunlap has added additional database records to the master list. New records can come from either our client’s CRM or through additional research
- The ultimate goal continues to be scheduling appointments, with a major focus on new business development
“Thanks for the leads Mike. I sang your company’s praises last week at our national sales meeting. I think your staff does a great job.” – Southeast region
Additional Value-Adds:
- Maintaining CRM application to properly track / manage appointments we set
- Importing appointments into our client CRM system
- Blitz programs isolating certain events or markets that include a targeted initiative around selling more fleet fuel card programs
- Internal, weekly product training for continuous education of the Dunlap staff
“Our sales manager was able to speak with all of the calls scheduled! AND one of them is likely to close a deal with us! Nice job!” – Marketing Manager
The success of this campaign is based on applying basic salesmanship 101 tactics. Proper planning, messaging, cold calling, strategic follow up calls, and use of email correspondence are the building blocks of selling.
Lastly, we understand the importance of tactful persistence (touch points). While maintaining a high level of professionalism, we recognize the value of “checking in” with important prospects on a regular basis. Keeping our clients’ name front of mind with prospects allows us to earn additional appointments.
For questions or inquiries, contact Mike Dunlap at: mdunlap@dunlapmarketing.com or 281.496.9870 x 140.
We value the opportunity to discuss and possibly build a campaign for your company.