B2B Lead Generation Results
Create a natural flow of leads for service contracts
Most life science/biotech equipment comes with included service for the first 12 months. One of our clients, a leading manufacturer of this type of equipment, has perfected a communication cadence with its customers based on trust and value. And it delivers results – 25% of their installed base are interested in an extended service contract.
Best Practices
If you have internal resources for service contract lead generation, we’re always happy to share our best practices with you.
Turnkey solution
If you need a turnkey solution to service contract lead generation, we can get started within days. Let our team do the hard part.
How to create a natural flow of leads for service contracts on your equipment
Most life science/biotech equipment comes with included service for the first 12 months. One of our clients, a leading manufacturer of this type of equipment, has perfected a communication cadence with its customers based on trust and value. And it delivers results – 25% of their installed base are interested in an extended service contract.
Challenge – How to develop a continuous flow of service contract leads with limited internal resources, while maintaining a market-leader brand position.
Solution – Each month a file of equipment purchases from the prior month is sent to Leads To Sales. We load to our proprietary system and execute a customized sales cadence for each customer:
An initial outreach is made via phone/email one month following purchase to thank for purchase, ensure things are going smoothly and offer a discount on consumables. A second outreach is made at the six-month mark to again check-in and offer a discount on replacement parts. The fact their service agreement expires in six months is also introduced. A third and final outreach comes at the beginning of the 11th month, this time to transition the conversation about a service contract to their local representative.
Results – 25% of all customers express an interest in hearing from their reps. This equates to over 300 qualified leads for service contracts annually, at a cost of ~$100 each.
SERVICE CONTRACT LEAD GENERATION
Most equipment sales specialists are just that, equipment sales specialists. Their focus is on equipment sales, not necessarily service revenue. At the same time, ensuring seamless service from warranty through the equipment’s operational lifetime is critically important to customer satisfaction and brand image. Here’s how one company developed an approach that meets both objectives.
TOP-OF-FUNNEL PROSPECTING
As internal sales teams grow and become successful, the majority of a rep’s time is spent converting qualified opportunities to new projects. Keeping the pipeline full with new prospects takes a backseat, sometimes overlooked entirely. One of our clients had that same problem and we worked together on a solution that delivered results in a very difficult-to-penetrate market.