Customer Profile
Leading European manufacturer of fork lift trucks and materials handling solutions
Challenge
Following the acquisition of Atlet and the merger of two businesses and their respective brands, UniCarriers had the ambition to achieve 20% year-on-year sales growth in the UK.
To fulfil this goal would mean increasing market share and targeting larger corporations in order to win more key accounts.
Solution
UniCarriers chose a Fast Track Solutions Programme to support this strategy, to raise brand awareness where it was lacking and to build a sales pipeline of suitable new business opportunities.
After testing and refining an approach designed to engage corporate decision makers in advance of any tendering activity, Fast Track Solutions began generating leads, qualifying suspects, creating introductions and nurturing prospects, providing a regular flow of new sales opportunities.
As part of the prospecting process, key marketing data was also captured. This included details such as the incumbent supplier, contract term dates, truck data and financial year end dates, ensuring that trigger data could be used to prioritise sales activity and that intelligence could be used to support the sales effort.
Results
- “Hot” (imminent and quantifiable) sales opportunities worth £2.28m
- Qualified sales appointments with companies including BAE Systems, Next Group and Marston’s plc
- Total pipeline value estimated at £17.7m
- 106 contract end dates captured, enabling future sales contact to be planned more effectively, creating an “early bird” advantage for UniCarriers
