Manufacturer of database and client-server software
This client is a $40M publicly held company that develops and manufactures database products and client-based access software. The client was introducing a series of new products obtained through the recent acquisition of a smaller company.
MultiTrack was retained to build an Inside Sales force from scratch to introduce and sell the new products. Long term goals included using Inside Sales to sell the company’s mainstream products and services to the installed base.
Objectives:Problems and Obstacles:
- Establish a telesales function within the enterprise to introduce new products and generate revenue.
- Identify key prospect targets from within the client’s installed base and from new prospect lists.
- Develop a cooperative program with existing VARs to provide leads for the new products.
- Sell additional products and services.
MultiTrack performed the following activities:
- The client had no existing Inside Sales group and little experience with the capabilities and limitations of telephone selling.
- The project was being driven by the new business unit and had no sponsorship from the mainstream Field Sales organization.
- Equipment and facilities to support an Inside Sales group did not exist.
- An impending direct mail campaign imposed time constraints on getting the sales function up and running.
Results:
- Interviewed top management personnel to determine focus, commitment, and mission of the enterprise.
- Conducted interviews with Marketing and Operations personnel to determine goals, obstacles to these goals, and expectations of top management.
- Created a detailed business plan identifying the goals of Inside Sales as they related to the Corporate mission, problems to be solved, recommendations, standards, sales process automation tools, and implementation procedures.
- Developed a detailed telesales productivity model.
- Developed job descriptions, successful candidate profiles, interview questionnaire, reference checking questionnaire, and recruiting ad copy.
- Recruited, interviewed, hired, and trained new Inside Sales reps and manager.
- Created compensation plans for Inside Sales reps to attract top candidates and motivate them to excellent performance while encouraging cooperation from the Field Sales force.
- Recommended and oversaw the implementation of facilities including workstations, telephone and ACD equipment, PCs, contact management software, and other resource materials.
- Provided on-going monitoring and coaching of sales people to enhance effectiveness of training.
- Acted as interim sales manager until a permanent manager was selected and trained.
- Presented a final report of results and recommendations for on-going improvement.
- Three Inside Sales Reps, one of whom is now the manager, have been in place for more than eighteen months.
- The group came under the Sales organization, and the Inside reps are now teamed with their outside counterparts with territory responsibility.
- Inside Sales sells the company’s complete product line including database products, maintenance services, and education. The group consistently meets or exceeds goal, achieving over $1M in sales in its most recent quarter.
- Inside Sa les conducts installed base marketing campaigns, supports the VAR base, and generates qualified leads for new business.