Ambition:
In my B2B Sales Career, while striving to expand the domestic portfolio of a leading BPO company in the automotive sector, I was keen to secure business from a top-tier automaker in India. After over a year of unsuccessful traditional approaches to pitching our outsourced customer support services, I recognized the need to stop pushing our typical offerings and instead develop a solution tailored to the business’s unique requirements.
To tailor a solution for the automaker, I engaged in detailed discussions with various departments to understand their sales processes and challenges. Here’s what I discovered about their existing strategy:
- Lead Generation: Leads were primarily sourced through social media campaigns, web inquiries, and showroom visits.
- Follow-Up: Showroom teams managed lead follow-ups, handling customer interactions and potential sales.
- Outbound Calling: A separate team conducted outbound calls using random customer data, achieving a low conversion rate of less than 2%.
Action:
Identifying inefficiencies in the outbound calling process, I proposed establishing a parallel virtual sales channel. The strategy included:
- Data Utilization: Analyze existing customer data to identify patterns and develop a predictive model focusing on high buying or upgrading propensity. Key patterns included showroom visits beyond traditional warranty, components purchased, additional services availed, extended warranties, accessory purchases, and insurance policies bought.
- Predictive Modeling: Create a model to pinpoint customers with a high likelihood of making a purchase or upgrade based on their behavior and interaction history, including frequency of showroom visits, types of services used, and past purchase history.
- Targeted Call Center Setup: Establish a call center with skilled agents trained to use insights from the predictive model. These agents could deliver personalized pitches focused on specific products, tailored to each customer’s identified needs and benefits.
- Tailored Sales Pitch: Equip agents to engage customers with precise and compelling reasons for upgrading or buying, using their understanding of why the customer would need the product and how the upgrade would benefit them, ensuring each pitch is relevant and persuasive.
Ambition Realized:
Recognizing the potential of this tailored solution, the automaker awarded us a paid 90-day POC project with 5 tele-callers to test this data-driven approach. Within three months, we scaled up to 45 tele-callers dedicated to this project, with an additional 30 resources for renewals. This success led us to become a major vendor for the automaker across all projects with a 12 months Account ARR being upwards of ₹3.75 Cr.
Benefits to the Brand: Tele-calling conversion rates improved to 15%, making this channel a critical part of the sales strategy. While this virtual sales channel influenced over 9% of total sales nationwide, complementing showroom sales effectively
Feel free to connect with me, Vivek Sahay, or drop an email to vivek@viveksahay.in to discuss strategic sales approaches and overcoming challenges in high-stakes BPO deals. Let’s turn obstacles into opportunities together!
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