Cash-Score Ltd was founded in January 2004 as a Sales Agency to work with Independent ATM Operators (i.e. non financial institutions) to find retail locations suitable for ATMs. They have worked with several different companies over the years, but the majority of business has been in partnership with Bank Machine Ltd, which is an ATM Operator that has been established in the UK since 1998 and specialises in “Through-the-Wall” (TTW) ATMs.
Cash Score came to The Telemarketing Company to set appointments to place TTWs into retail outlets such as convenience stores, newsagents & off licenses. The proposition for the end user was straightforward – they would provide the space (approx. 1m square) for the TTW at the front of the store and Cash Score would do everything else, i.e. ATM installation, Associated Building work, Planning Permission (if required), Dedicated phone line, Helpdesk, Maintenance, Cash management & delivery.
The customer would have no involvement with the day-to-day operation and no access to the ATM. There is no cost to the customer other than electricity (which is about the same as having a fridge) and they would be paid a percentage of the revenue generated from the ATM. In addition to the revenue earned from the TTW itself, the service provided would draw more customers to the store, increase takings as a result.
Project execution and results
The Telemarketing Company worked closely with Cash Score to deliver qualified appointments for their team of three field sales staff, over a five week calling window. During the campaign very careful attention was paid to diary management and geographical data segmentation to maximise campaign effectiveness.
The campaign delivered 44 appointments and 15 Telephone Appointments, some with multiple sites. Of particular importance was the qualification criteria, which was robust and sometimes sensitive, and a careful line was managed between meeting all of these criteria and not missing any opportunities. Call recordings were sent with each lead and feedback on the results from each of the sales team was used to deepen the calling team’s knowledge through ongoing coaching, enabling improved performance and more meaningful conversations with improved objection handling.