Increasing Sales By Increasing Sellers
CLIENT PROFILE
Our client is a provider of merchant-acquiring services, providing integrated payment processing to more than one million merchants. When the marketing team heard the mandate to increase channel sales, their first inclination was to raise the sales bar for existing resellers. However, the odds of underperformers suddenly becoming high performers weren’t very good. Our recommendation? Doubling the number of resellers was a faster path to the goal.
SOLUTION
We deployed a two-pronged program focused on two segments; high-impact lead generation for high-potential prospects and a reach & frequency program for additional prospects.
Our high-potential prospects received a series of tactics that provided a compelling offer and were tied to specific benefits. Components included a dimensional mailer, letter and BRC, email and postcard, and qualified actions that triggered outbound calls that were tailored to the appropriate benefit.
Our reach & frequency program included the same compelling offer and benefits, and offered a more economical tactical path of email, landing pages and online forms.
RESULTS
The average response rate across all tactics was 10%, of which 79 marketing qualified leads were generated and 15 new resellers were onboarded. The program was so successful it was instituted as a bi-annual recruiting program.
