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Trane sets high sales goals—we reach them

SERVICES:

Icon For Generate Leads
Generate leads
Icon For Qualify Inquiries
Qualify inquiries

CAMPAIGN OVERVIEW:

COMPANY
Trane

DESCRIPTION
HVAC manufacturer

TARGET AUDIENCE
Current customers

DECISION-MAKERS
Director of Facilities
Chief Engineer
Maintenance Manager

GEOGRAPHIES
U.S.

LANGUAGES
English

BY THE NUMBERS:

72:1
Campaign ROI

$164
Cost per lead

42%
Decision-makers reached

Trane Logo

Quick look:

  • Digging deep for amazing results
  • Customizing valuable market intel
  • Creating a two-year pipeline of qualified leads

CHALLENGE:

A new product demands new solutions

Trane, an HVAC manufacturer was ending support of a product and needed to convert current customers to a new model. Notifications, sales and installs all needed to happen on a tight timeline. Communications began with a direct mail campaign to announce the new product. The immediate problem: they lacked internal resources to make timely follow-up calls or send emails to customers interested in learning more.

SOLUTION:

360 degrees of support makes the difference

Our contact center provided both outbound calls and inbound customer support for a truly integrated campaign. We called proactively to inform customers of the new product and generate leads. We took inbound calls from direct mail respondents. We sent follow-up emails to those requesting additional information. It’s a good thing we did. Only one-third of the customers we called recalled seeing the direct mail or initial email notification. Our outbound calling helped reach 42 percent of decision-makers. The leads we generated led to sales of replacement products—and upsells of other products.

“Everyone in district sales wants to jump on the outbound calling bandwagon now,” said Charlotte Haire, Senior Marketing Manager for Trane. “I’ll definitely allocate more budget for next year. You guys do a great job for us.”

RESULTS:

Surge in sales, strong return on investment

Decision-makers reached: 42 percent with a $164 cost per lead. What began as a small project expanded nationally into multiple, concurrently-running independent campaigns, each with its own script and objective. Volkart May’s support of the inside sales team extended to lead generation in every sales territory.

“I’ll definitely allocate more budget for next year. You guys do a great job for us.”

Charlotte Haire, Senior Marketing Manager, Trane Commercial

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