Fortune 100 Telecommunications Company – Case Study

Fortune 100 telecommunications company uses Massini Group’s managed sales acceleration solutions to increase sales per agent per day by 60%.

Background

A Fortune 100 telecommunications company uses outsourced telesales vendors to drive acquisition sales in small businesses. At the point in time when Massini Group engaged with this client, overall sales had fallen by 20% from the same period prior year. Sales efficiency, measured as sales per agent per day, was down by 26%. The task was to isolate the root cause of the change in sales performance and with providing our services to the vendor management team with the primary objective of predictably reversing the sales trend and driving sales growth and efficiency.

Approach

Twenty years of benchmark and best practices data were utilized as the foundation for a comprehensive review of the operations of the telesales team via a workflow review, time motion studies and proprietary analyses of 18 months of call history data.

Massini Group’s leading indicator metrics are predictive measurements of sales cycles in progress that are driven by specific aspects of the sales operation. They are derived from 20 years of analysis of sales workflows and their associated call history and sales results. The vendor management team was given both specific best practices goals and on-going actual measurements for a comprehensive set of operational parameters like dials per agent per day, depth of coverage per target, connect rate and DM reached rate.

Findings

Among the findings: overcalling targets reduced sales efficiency by 57%; cost of sales
was increased by 37% as a result of failure to time calls correctly; 17% of all of the targeted
records in any particular month should have been set aside due to previous dispositions.

Solution

The core of the Empirical SellingSM methodology is an iterative sales acceleration cycle in which a statistical foundation is put in place as the base for predictable, reproducible sales results. The vendor management work stream was modified to cause that each set of targets delivered to the vendor complied with two statistical models: call timing optimization based upon competitive contract expiration date and recycle strategy based upon the outcome of any campaign executed in the last 6 months.

Results

Within the first month of operations, marked improvements were made in all critical metrics, including agent utilization, throughput, list penetration, lead yield, and sales per agent per day. Relative to a baseline created using the 3 months prior to applying our methods, sales per agent per day jumped up 70%. Compared to same month in the prior year, sales efficiency jumped up 60%.