Welwyn Tool group are the UK’s main distributor for Leister Hot air tools. The company itself have been established since 1952. In 2005 the company went through a management buyout due to the retirement of the MD.

After initially settling into the new structure and managing the existing client base Welwyn tool group approached Business Proactive.

Through our 3 stage lead generation process, Business Proactive was asked to identify new business opportunities with technical managers within the manufacturing sector.

Data was provided from an existing database from Welwyn Tool Groups Archive. The key strength of this data was that it was a list of old customers who have bought products from Welwyn in the past.

Using the 446 Contacts supplied our first job was to clean the data. Through our warm up process we was able to identify new contacts within the organisation, gather contact information i.e. email addresses and identify their current status (are they still manufacturing etc?)

Leister had just produced a new brochure with upgraded products; this was an ideal time to reintroduce the range of tools to the old customers. Using the Clean data we sent out the brochure through the post and via PDF attachment emails.

The last stage of the process was to follow up the information sent. This was done with a call speaking directly with the decision maker. At this point we generated interest in the new products, identified future business and current situations and booked appointments for their sales force.

The above process was split into 3 months. In that time we generated over 10 new appointments and have also supplied Welwyn with a clean new database which gives detailed information for future business.

“We engaged BP in order to fulfil a specialist market sector campaign for us. Their strength was their ability to quickly grasp the concepts of what we were trying to achieve and implement the action plan. The results were pleasing and enabled our sales team to close business they wouldn’t have otherwise discovered.” Mark Hobbs, Welwyn Tool Group

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