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Leading Financial Institution

Scope of Project

Generate opportunity for equipment sales following a time-sensitive equipment financing offer mail piece launched to a massive customer list including current and past customers.

The Challenge

  • No internal resources with Outreach Skills to re-engage past customers
  • Much of the list contained inaccurate/invalid data
  • Sales staff only had time to concentrate on active or current customers- limited ability to focus on “secondary” or “tier 2” customers
  • Incomplete data on the economic decision maker for the accounts, making the direct mail piece ineffective

MarketCall Group Solution

  • Develop, with Sales/Marketing Managers, a message that is cohesive with their existing sales message
  • Develop and execute a call campaign to re-engage past customers, express the dealers appreciation of its business
  • Work within the company’s CRM/Internal database to improve data accuracy
  • Capture critical profile information that provides insight into future needs, buying habits and helps future marketing efforts be more productive
  • Develop a communication process with the internal sales staff to enable a timely response when opportunities are discovered
  • Deliver the promotion details verbally and also send the details electronically through email/fax to strengthen message impact


  • Upon completion of the project, 20% of past customers reached indicated an immediate or near future equipment need, with a potential sales increase of over $2 million.
  • Critical profile data was complete and the CRM was brought back up to date.
  • Positive response from past customers that had not heard from their local dealer in several months and sometimes years.


“It was so nice to receive a personal phone call from my local dealer.  Even though I didn’t have a need for a new piece of equipment today, it was nice to know they value my business.  I will for sure stop by when a need comes up.”
End Customer