Khan Thornton engage with Beanstalk to drive new business for its specialist motor-trade accountancy services

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Introduction

Khan Thornton is a firm of Chartered Certified Accountants and has been established for over 10 years. The practice offers expertise in various disciplines, including specialised accountancy services for the motor trade.

The appointments Beanstalk have made are of a very good quality, and we’ve secured either a project or retained work from the vast majority of them.

Campaign Objectives

  • Target the motor trade and generate face-to-face appointments
  • Build a list of key contacts at each business for future marketing campaigns

Achieved success using:

The Strategy

With Khan Thornton having recently developed its specialist services for the motor trade, Beanstalk recommended a 3-month pilot campaign to enable Khan Thornton to understand how receptive the market was to its proposition.

One of Beanstalk’s telemarketers that had experience of lead generation within the accountancy profession was assigned to work on the Khan Thornton account for 4 x mornings a week. A detailed pre-briefing meeting was held, where the Partner that would attend the sales appointments briefed the telemarketer on the key questions to ask prospects, and how to position Khan Thornton’s proposition.

A database of target companies within an hour’s drive time of Khan Thornton was sourced, of suitable motor-trade business.

To ensure that feedback was used to drive the campaign performance, a weekly progress report was provided and reviewed on a scheduled call between Khan Thornton and Beanstalk’s telemarketer & Account Manager. This weekly session was invaluable in developing the approach based upon real-life feedback, which increased the effectiveness of the calls whilst ensuring both parties were fully aligned with each other’s messaging.

The Results

  • 80%Appointments Converted to Customers
  • 33%Wins resulted in retained Services Revenue
  • 7 MonthCampaign Extension

Beanstalk’s appointments generated appointments with motor traders that were either interested in project work or their ongoing accountancy support.

With the pilot campaign quickly delivering ROI for Khan Thornton, the campaign was extended on a month-by-month basis for an additional 7 months to enable Khan Thornton to capitalise on the full market opportunity, and have Beanstalk call all the companies in the motor trade data that was sourced.

“We are delighted with the results from Beanstalk’s telemarketing campaign and have had pay back several times over.

The appointments they have made are of a very good quality and we’ve secured either a project or retained work from the vast majority of them.

I have been pleased with the overall professionalism of their set-up and have already recommended their services to a colleague.”

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