In 1996, increased government funding for technology in schools was improving the revenue opportunity for educational software sales at the same time that dozens of new competitors were entering the market. Broderbund Software's Education Division saw a significant opportunity to boost revenues and market share- if they moved quickly.
The Opportunity
A non-exclusive dealer/reseller network accounted for 98% of the division's sales. Recognizing the time had come to gain more control of their business, boost revenues, protect market share, and begin building relationships with their end users, they decided to implement a pro-active, direct-to-schools sales channel. The Director of Broderbund's Education Division wanted to develop the telesales operation onsite at their northern California facility. Knowing that these processes fell outside her team's core competence- and because they needed to immediate quickly- she chose InTelegy as an "onsite outsourcing" partner for this high-profile project.
The Solution
In less than 60 days, InTelegy built the onsite call center and implemented an inside sales channel. The process included:
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Assessing current channels, market, and internal resources to create an inside sales strategy and plan.
- Creating processes and call flows to execute a consultative sales process, while building customer relationships and capturing significant market data.
- Designing a detailed sales pipeline and reporting process to manage the multi-step sales cycle and accurately forecast unit sales and revenues.
- Setting productivity metrics and validate assumptions for sales conversion rates.
- Designing and program a customized relational database to manage market data and support the sales process.
- Defining sales territories and quota allocation.
- Recruiting and delivering comprehensive product, systems and sales skills training for a team of Direct Sales Representatives.
- Integrating the new channel/processes with the division's existing marketing, warehouse/shipping, customer service and field sales organizations.
The Results
Better, faster, less expensive implementation:
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Telesales channel designed & implemented in just 60 days
- Ability to leverage resources without bringing them inhouse- consulting, training, recruiting and HR
Increased revenue:
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Sales goals met & exceeded as much as 38%
- Average order size increased 40%
- Greater market penetration
- Accurate sales forecasting
- Reliance on Reseller channel trimmed to 40%
Over the span of our partnership, Broderbund was purchased and incorporated into The Learning Company, which in turn has been acquired twice. Through all the change, InTelegy has maintained an uninterrupted focus on the business of selling and managing customer relationships.
For help planning and implementing an outstanding customer support operation, you are invited to contact InTelegy Corporation toll free at
1 877 GR8-CALL or email us at
info@intelegy.com.
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