Client: Leading UK Glazing Laboratory and frame distributor Service: Dedicated contract sales Project: Sell a novel, high quality new frame range with a distinct and differentiating USP
Client Background
The client is a small to medium sized regional prescription house, without a nationwide sales force. The Managing Director wanted to use a dedicated contract sales visit as way of rapidly gaining distribution. The client saw the opportunity to break away from the traditional frame agent model and use the PI service to cost-effectively visit practices with 2 primary benefits:
Exclusive presentation of the range i.e. no other ranges competing for attention.
To pay a one-off fee for the visit with no ongoing commitment to commission.
Brief
To introduce the quality and uniqueness of the range of frames to independent practices
To communicate how the frames come with 3 pairs of interchangeable sides enabling independents to compete with the multiples BOGOF’s
Should the opportunity present itself, to discuss the clients rimless glazing service
Results
Showing one range maximised impact and minimised the length of the visit, making the call not only more efficient (for both parties), but also extremely customer friendly.
48% of practices stated a definite intent to stock the range in their next purchasing period, with 1 in 5 practices actually purchasing from the first visit.
Subsequent telemarketing follow-up confirmed that 100% of practices contacted remembered the call with an increase to 64% of them confirming their intent to purchase in the next quarter.
We have experience working for a range of different companies. Regardless of size or product type, they all have one thing in common - to expand sales in the optical sector.
Our business model has been exceptionally well received by both industry and the practices we call on.
Good market research is essential before launching a new product and service. Our Product Evaluation Groups provide a cost-effective way of sharing the cost of running a focus group.
