When Case-Hoyt Corporation was planning to
launch a $26 million expansion program, there was
no room for second guessing. For this reason,
Senior Vice President of Sales and Marketing, Don
McCloskey made no hasty decisions in hiring a
telemarketing company to handle the expansion of
their market. After careful research and much
consideration, Don and Case-Hoyt Corporation
called upon ETI Sales Support to do the job -- a
choice they are glad they made. We spoke to Don
recently about his experiences with ETI.
Q:
Don, what were your concerns while searching for
a telemarketing company?
A:
As you probably know, salespeople in our
organization don’t like anyone else to do
their calling. There was a lot of concern not to
go to a telemarketing company, but our experience
with ETI turned out to be very, very positive.
Frankly we didn’t expect that 20% of
prospects would turn into leads, and that is what
happened.
Q:
What type of printing does Case-Hoyt Corporation
do?
A:
We are a full color commercial printer. We do
very high quality printing -- such things as
corporate annual reports and retail catalogs.
Q:
Before ETI, how were you generating leads?
A:
Our salespeople were completely responsible for
finding their own leads. The commercial printing
industry is extremely competitive, with market
shares measured in tenths of percentage points.
We realized that we needed greater exposure in
the selected markets which we can effectively
service. From data on those market segments we
selected over 600 prospects and gave this list to
ETI. They did the calling, and returned about a
20% lead generation. These were high quality
leads, and have led directly to sales. The
turnaround we’ve received has been very
good.
Q:
And how is the company doing now?
A:
Case-Hoyt Corporation is moving aggressively
forward. We are convinced that success in the
'90’s and beyond will be achieved by
pursuing new markets and developing a greater
market share in targeted market segments. We have
expanded our relationship with ETI to include
other areas such as tracking the results of our
sales in this area and others, and monitoring our
customer’s perception of Case-Hoyt’s
quality and total performance.
Q:
What do you like best about the service you have
received from ETI?
A:
I like the fact that they see us through the
entire sales process of tracking the customers.
We work with them to develop a complete sales
report. The overall support that ETI has offered
has been great. Their services are cost
effective, and they have produced results far
beyond what we had expected.
