Lead Generation, Inside Sales and Marginal Account Management – Food Services

Using a Marginal Account Management Approach to Tap Into Small Chain Locations

The Challenge:

Our client, a large and well-known food services company, experienced difficulty in penetrating the small chain, those with four locations or less and single restaurant locations. While a business relationship would be beneficial, it was not worth the resources to physically visit these locations as the outside field sales reps typically would.

The Process:

Taylor Reach designed and developed a lead generation and marginal account management program and piloted an inside sales program as a proof of concept. The objective was to help them to increase their penetration and sales into small chain and single restaurant locations.

The Solution:

The inside sales staff qualified the leads, identified the decisions makers, profiled competitive product use and identified appropriate products and then established sales meetings for the inside sales (business development rep).

The Results:

The result exceeded all program objectives and was rolled out nationally.

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