Case Studies
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Case Studies |
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Turnaround Following the Loss of a Major Customer The client is a contract manufacturer serving the telecommunications sector of the electronics industry. It produces important and complex sub assemblies used in sophisticated equipment following ISO and TQM principles. When the telecom equipment market collapsed in 2001, the company suddenly lost more than half of its business. Because it had relied on continuing business from a handful of long-term customers the company had never established a marketing program, and had almost no sales capability. The company was essentially dead in the water. The company was forced to make a massive layoff and its future was very much in doubt. Working with the upper management team Beta Consulting led the development and implementation of strategies and programs designed to quickly produce new business. First, we created a database of sources, and potentially helpful contacts in the private sector and government. We contacted the people in the database, explained the situation, and told them what we needed - new business leads. We also clearly stated the outstanding manufacturing capabilities that the company offered. Second, we created a web site. We knew that this would be an important vehicle for helping improve our visibility in the market and would give people a place to go to check us out. Third, we obtained a mailing list of potential customers based on their SIC codes. These companies were added to our database. We created a series of three mailing cards and sent them at one month intervals to the entire database. This produced several very solid leads. Fourth, we created a special mailing to our original contact list and brought them up to date on our progress. By then we had secured some new business and we had something positive to report. We will continue to keep this group informed and encourage them to provide us with leads. Fifth, we hired a sales professional to contact every company in the database to follow up the mailings. Using this process we were able to rate each company according to its potential as a customer. This effort produced new business and many good leads for the future. Sixth, we developed a system for assuring that leads and prospects were properly handled and managed. The system called for regular follow ups and mailings to keep the name of the company visible at all times. This project was conducted with a great deal of urgency because the survival of the company was at stake. Not only did the company turned the corner but new strategies were implemented to be sure that the company never again became dependent on a small number of companies in a single market. |
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