The Challenge: Getting more appointments

Our client, Key Resource Group, was having a tough time getting appointments. They kept running into a wall of excuses, such as: "We're not hiring." "We're happy with our current vendor." And the ever popular: "We don't use staffing firms."

So rather than just up the cold call quotas for their reps, they decided to put the principles of relationship marketing to work.

The Solution: Create a unique and compelling offer to meet.

• We worked with KRG's management team to develop a real reason for prospective clients to want to meet with a KRG account manager. The offer was for free access to KRG's Staffing Resource Center (an online library of staffing and HR information provided by Haley Marketing).
• Next, we created a call script for KRG's account managers in which they would introduce the Staffing Resource Center, offer to do a 10 minute demo, and then set-up the prospect for free access to the SRC site.
• To enhance the process, Haley Marketing created an "Intro to the Staffing Resource Center" brochure to serve as a leave-behind after the demo.

The Results: A 100% increase in weekly appointments!

Over a six-week test, KRG achieved some exceptional results. Here are the numbers:

• 199 prospects contacted by telephone
• 89 appointments scheduled
• Of the first 54 appointments held,
  – 45 people (83%) opted-in to receive an e-mail newsletter
  – 6 new job orders