Introduction
CKS is a firm of Chartered Accountants, helping SMEs with a range of accounting, tax, and business planning services.
Beanstalk took the time to understand our proposition and I’m kept informed of how they’re progressing. I was pleasantly surprised at how many customers we gained from their service
Campaign Objectives
- Generate face-to-face appointments with business owners that are interested in reviewing their accountancy provision
- Raise awareness of CKS within the local business community
- Gain opt-ins to receive CKS’ newsletters and marketing updates
The Strategy
A telemarketer with several years’ experience of generating sales appointments for Accountancy practices was assigned to CKS’ account and a pre-campaign briefing session was undertaken with CKS to set the tone of voice and approach to be used when engaging with CKS’ prospects.
A prospect database was sourced of businesses within a 10-mile radius of CKS with an estimated turnover of between £500k – £2million.
An initial 4-month pilot campaign was run, with Beanstalk’s telemarketing calling 3 mornings or afternoon’s each week.
With CKS being a general accountancy practice, the style of call was conversational rather than technical, with the telemarketer asking questions to identify the prospect’s sentiment towards their current accountant.
This approach helped identify prospects that were genuinely looking for a more responsive accountancy service, rather than a price-led review.
The Results
- 40%Appointments Converted to Customers
- £1,850Average Annual Fee Income
- 317Opt-ins on CKS’ Newsletter
Beanstalk’s approach generated appointments with business owners that were often disenchanted with their current accountants and as such, were open to CKS’ key message of responsive, personal service.
With 4 out of every 10 appointments engaging CKS as their accountant, the campaign was extended for a further 5 months; sufficient time for Beanstalk to call each business in CKS key catchment area.
“Beanstalk took the time to understand our proposition and recognised that whilst we wanted leads, unlike some of their other customers, as Accountants we’re not the greatest at selling ourselves!
The fact that they found businesses that were genuinely interested in changing Accountant and not just looking to save money on their accountancy fees, meant that I was pleasantly surprised at how many customers we gained.”
Director, CKS
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