Appointment setting trial generates 8% conversion and pipeline value of around £400,000 for Scotwork Negotiation
Scotwork has been established for 43 years and has grown into the world’s number one independent negotiation consultancy. Scotwork has offices in 39 countries with a 24-language capability. Since 1975 Scotwork has coached over 200,000 senior managers worldwide to improve their understanding of the negotiation process and the range and quality of the skills they use. Scotwork has a range of negotiation training solutions from ‘Foundation’ to ‘Strategic’. All are built around the Scotwork 8 Step Process that underpins all negotiations.
Campaign objective and project background
Scotwork’s unique offering and reputation as a leader in its field allowed the business to grow organically for over 40 years through referrals and recommendations. As the market matured and became more competitive, however, it was felt that a more strategic approach would allow the business to extend its reach by proactively targeting key decision makers within specific organisations. The Business Development Director, having recently joined the business, recommended The Telemarketing Company (TTMC), an agency that had delivered great results for him at a previous company. Scotwork had no previous experience of telemarketing as a channel so TTMC recommended an 8 week pilot as a proof of concept to accommodate Scotwork’s requirement for high quality face to face meetings and sales opportunities to grow their UK client base.
Scotwork provided the agency with a database of large organisations across multiple sectors, which they would call to make appointments with key decision makers– primarily Training or HR Managers – responsible for training budgets. This was a mix of cold data, where interest would need to be nurtured, and warmer data – brochure downloads and website clicks - generated through a campaign run with the Financial Times. The data was segmented and loaded within TTMC’s bespoke calling platform to allow each pot to be managed and tracked independently.
The pilot was assigned to a specialist team within the agency, experienced in positioning training propositions on behalf of providers, with a dedicated account manager to proactively manage performance and liaise with the client. Calls needed to be consultative, so that the benefits of the specialist training provision could be positioned in the context of both business need and the requirements of individual job functions. It was important, therefore, that callers had strong solution selling skills and that they were comfortable engaging with senior decision makers within large organisations.
A thorough onsite briefing was carried out to train agents on the client’s unique offering, as well as the main pain points and objections likely to be encountered. This was followed by several on-site reviews as well as live and recorded call listening to capture client feedback and hone the approach, particularly at the start of the engagement. The client was given access to TTMC Connect, the agency’s online portal, so they could closely track performance and results in real-time. All results were put through a robust quality assurance process to ensure that appointments scheduled Scotwork were always with well qualified, sales-ready prospects. Agents were given real-time access to Scotwork’s calendars so that appointments could be entered directly, to suit diary commitments.
After the eight week trial period, 25 appointments were generated, including 16 face to face meetings and 9 phone appointments representing a pipeline value of approximately £400,000. Before the end of the trial period, 3 appointments had already converted to sale, a conversion rate of 8%. Nearly 2000 data updates have ensured that the original database has been cleansed and enhanced to support all future activity and data output includes longer term leads and opportunities for nurture. Given the success of the trial campaign, Scotwork has now extended the pilot to a year-round engagement to continuously feed their pipeline with high value sales opportunities.
"I was impressed with how David and team very quickly generated quality appointments and opportunities for Scotwork. We’re pleased with the results to date and how David and the team communicate and keep Scotwork updated on a regular basis. As a result of the campaign, we now plan to continue working with TTMC and integrate this working relationship and telemarketing within our marketing/sales strategy. We’d have no hesitation in recommending TTMC. "
Business Development Director, Scotwork