As the world’s largest manufacturer of cleaning machines, Karcher supplies innovative solutions for all demands in the field of industrial cleaning.

• Penetrate a new market for Karcher – Food & Drink Manufacturers
• Generate qualified sales appointments for Karcher’s field-based Business Development Managers
• Develop a database of qualified contacts that Karcher could use to market to in the future

Beanstalk recognised that a key element of the success of this campaign would be the telemarketer’s ability to differentiate Karcher’s products from its competitors, and to be able to help prospects understand the applications and benefits of Karcher’s products in an industrial environment.

Prior to the campaign starting, a workshop was run where one of Karcher’s Business Development Managers met the Beanstalk’s Account Manager and the telemarketer that would be working on the Karcher campaign.  This session enabled Beanstalk to develop a series of qualifying questions that the telemarketer would use to uncover opportunities or applications that may not have been apparent or obvious to the prospect.

A closed-loop feedback system was also put in place, whereby Karcher and Beanstalk provided feedback on questions from prospects and how best to address them, whilst providing detailed feedback on the appointments generated. This facilitated continual development of the telemarketer’s product knowledge, whilst also providing invaluable market intelligence to Karcher.

With Karcher only having 2 field-based Business Development Managers (BDMs) to cover the whole of the UK, Beanstalk recognised that lead quality and careful diary management would be vital to maximise the effectiveness of the Business Development Managers’ time. Karcher’s BDMs shared their calendars with Beanstalk and each of their territories were split into quadrants; this ensured appointments were clustered in close geographical proximity.

With the telemarketer assigned to the Karcher campaign having extensive experience in generating leads with manufacturing businesses, coupled with the initial training and ongoing development, Beanstalk was able to hit the ground running and deliver a clear and compelling message to Karcher’s target market.