|
Industry Solution - PetroChemical |
 |
 |
 |
|
Case Study
Client: Georgia Gulf
Goal: Deliver Unique Customer Thank You Message (CRM)
1 - Situation:
- Georgia Gulf is not always the lowest cost supplier, but excellent service provider
- Buyers were making purchase decisions based solely on price
- Needed a way to differentiate from the competition
- Needed a way to build rapport to change buyers' price-driven thinking
- Needed to deliver a message ensuring the value of 35 years of industry experience
2 - Solution:
- Created a "difference-making" message in commodity industry
- Followed the 80/20 rule and thank existing customer FIRST
- Designed a platform to send customer thank yous and prospecting messages
- Built an ElectroMail system to deliver timely "market updates"
3 - Results:
- "Thank You" message was sent to 80 clients and prospects
- One prospect awarded Andy with a multi-year, multi-million dollar contract
- Customer cited sincerity expressed in message as THE difference maker in his decision
- Another prospect of 10 years signed a three-year seven-figure contract
- This contract was signed due to Andy's market update ElectroMail
- "It was like making 80 sales calls in one day, less travel expenses." - Andy McDougal
|
Industry Solutions