Glasvan Great Dane

Glasvan Great Dane

Glasvan Great Dane, a trailer, yard tractor, parts and services business, was looking for a way to increase its sales with new customers. The aim was to secure in-person meetings with qualified and interested parties. A customized demand generation calling program, complete with a direct marketing campaign, was implemented over a number of months.

In-person sales meetings were secured with targeted companies during the campaign period; so many that the campaign was paused three times in order for the Glasvan sales force to keep up. New customers’ sales generated in excess of 6,000% ROI. The process also uncovered extensive market and sales opportunities previously untapped by Glasvan.

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Glasvan Great Dane continues to grow with 360 Leads®

Glasvan Great Dane operates its trailer, yard tractor, parts and services business across five locations in Southern Ontario. The company sells well-known truck and trailer brands including Great Dane, Autocar, Etnyre, Landoll and more.

Glasvan is the most successful Great Dane operation in the world and in 2013 won Great Dane Trailers’ International Dealer of the Year award for top sales and customer service excellence. Great Dane also recognized two of Glasvan’s sales professionals with its prestigious King Pin award.

Glasvan continually has the desire to grow. Given the size of their operating territory and the breadth of products and services, their sales force is not able to effectively identify all the sales opportunities available, with untapped potential going to one of a myriad of competitors. Glasvan establishes long-term relationships with its customers thanks to its world-class service model, which allows each new customer to provide significant lifetime value.

The Game Plan

Fleet managers, fleet maintenance managers, equipment purchasing specialists and business owners requiring Glasvan’s products and services needed to meet with a Glasvan senior sales representative. And when these meetings happen, Glasvan always wins its fair share of business, whether now or in the future. The key was to secure in-person meetings with qualified and interested parties, by effectively taking the dealership experience directly to the potential buyer.
Our company

A highly- targeted list was compiled and vetted based on select company profiles. The list was scrubbed against Glasvan’s large client base to ensure no duplication and a customized sales lead generation calling program was implemented over a number of months. Targets were parsed by vertical and applicability to specific Glasvan products, with script modifications made as needed.

Most importantly, due to the highly technical nature of the product, taking the time to properly understand Glasvan’s business was critical. The script and objection development needed to be handled in a manner to ensure the 360 Leads sales lead generators assigned to the campaign could easily deliver against prospective customer expectations.

the results

  • In-person sales meetings were secured with countless targeted companies during the campaign period, so many that Glasvan needed to suspend the campaign due to the volume.
  • Product sales to new customers have generated in excess of 6,000% ROI, with more revenue and repeat business still in the sales pipeline.
  • The process uncovered extensive market opportunities previously untapped by Glasvan.

George Cobham Jr., Vice President Sales & Marketing at Glasvan Great Dane says “Since we started working with 360 Leads, it has opened our eyes to the fact that our market is bigger than we thought it was.” Glasvan Great Dane continues to work with 360 Leads.

lead generation companies

Gray Tools

Gray Tools

Gray Tools, a Canadian manufacturer of high-quality hand tools for professional trades, was looking to reinforce its premium market position and introduce their new mid-market brand to young trades people.

The game plan was two-fold. First, introduce Gray Tools to major corporations across Canada. And second, introduce the new line to the US market at a key specialty tools convention. A brand differentiated direct marketing and custom telesales campaign was developed and implemented over a number of months.

Qualified sales meetings were secured with 11% of targeted companies in Canada, many of which were large national and international companies. The new product introduction delivered over 20% of targeted attendees to the Gray Tools trade show exhibit and culminated in new product distribution relationships. The process also uncovered extensive opportunities within the market, with the company now overhauling its go-to-market strategy.

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Gray Tools overhauls go-to-market strategy with 360 Leads®

Over 100 years ago, Gray Tools began domestic manufacturing of premium hand tools for professional trades people in Canada. Over the decades, the company became known for its high standards and became the de facto brand of choice for users looking for industrial use products that came with a lifetime quality guarantee.

Offshore manufacturing and a myriad of consumer brands brought significant competition and pricing pressure. It also brought a change in company direction, including a recent sale of the company to management.

New management had a new vision for Gray Tools. Their strategy was two-fold: reinforce its premium position and reconnect with its end-user customer base; and, create a new mid-market brand with a more affordable price point targeting young trades people.

the game plan

MRO (maintenance, repair and operations) personnel, plant managers and trades people knew that Gray Tools had a high quality product. What they might have forgotten was what makes it so good and why they should buy more when they need hand tools. The 360 Leads’ game plan – part A: introduce Gray Tools to small and major corporations across Canada, with a focus on the food and industrial MRO categories.

A brand differentiated direct marketing and custom outbound calling campaign was developed and implemented over a number of months. The aim was to secure targeted and qualified sales meetings for the Gray Tools’ sales force across Canada and drive new sales opportunities from end-users.

A pre-trade show direct marketing teaser was mailed to show attendees inviting them to pre-register online for a contest and visit the Dynamic Tools exhibit at the show.

the results

  • Sales meetings were secured with 11% of targeted companies in Canada, over a four-month period. Many of these were national and international brands with extraordinary buying potential.
  • New product introduction in the US market delivered over 20% of targeted attendees to the Gray Tools exhibit and has culminated in new product distribution relationships.
  • • The process uncovered extensive opportunities within the market and areas for improvement with the sales force, with the company now overhauling its go-to-market strategy.

Working with 360 Leads meant, as Frank Dominguez one of Gray Tools’ owners and marketing manager says, “be prepared to be challenged both creatively and executionally”. Gray Tools continues to work with 360 Leads.
b2b lead generation

Toshiba Canada

lead generation company

Toshiba Canada

Toshiba wanted IT professionals across Canada to consider Toshiba notebook computers for their company’s business needs. An integrated campaign was developed, including a combination of direct marketing, multi-channel digital advertising, outbound telesales and personal visits to hundreds of IT buyers across Canada in diverse verticals.

The campaign set record click-through rates on LinkedIn and IT industry websites, and delivered over 1,000 qualified sales meetings over two quarters for the Toshiba sales force. Direct mail executions delivered 74% recall, with digital executions outperforming typical benchmarks by 200% or more. Vertical market penetration numbers reached over 20% in some instances.