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.
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.
- 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.