Case Story: Many Caps
Do the Right Things To Get Consistent Results
Highlights
Wanting a more consistent pipeline of work
A joint marketing & sales approach
Clarity of messaging & positioning
Activity is now focused in the right place
Confidence
Strong business outcomes and sales growth
The Client
Many Caps Consulting is owned and run by John Watt, based in Christchurch, New Zealand
John is passionate about helping Kiwi businesses improve their productivity through lean and quality improvement tools, methodologies and coaching
John is also an approved Mango QHSE (Quality, Health, Safety & Environment) system implementer
See Many Caps' website here
The Challenge
John has been successfully growing his business for the last 5 years, but as a solo operator was keen to review his sales & marketing approach in order to keep improving and ensure a more consistent pipeline of work as efficiently as possible.
Specifically, he wanted to:
Understand how a combined sales and marketing approach could help him grow
Understand how to implement a sales and marketing approach for Many Caps
Get more focused on who he was targeting and develop a deeper understanding of target customers and their needs
As a prolific content producer, John had a lot of followers and was perceived well, but this activity wasn’t generating leads. He was keen to understand this and to find an approach that worked
Understand how to create an effective marketing plan / calendar which would help him to focus his marketing activity
Learn how to develop a proactive programme to engage and nurture leads
Develop a sales process and methodology which allowed him to nurture new business leads and also develop existing customer relationships.
What We Did
For this engagement we took a team approach, working with my friend and fellow coach, Colin Hogg from Etive Business Advice. Colin works with companies to grow sales capabilities, while I (Shorthouse Consulting) focus on marketing; together we are passionate about sales and marketing working together to successfully grow businesses.
At the start of the engagement we held joint workshops to understand John’s ideal target customers, his value proposition and what the customer-centric messaging should be. We then identified the priorities to focus on first.
John had monthly coaching sessions with Colin focused on sales actions and monthly sessions with me to work on marketing actions
On a quarterly basis, we’d come together to review progress and set the plan for the forthcoming quarter
The cadence of these sessions and the specific focus from each area fitted very well with John’s ability to execute, as well as embedding the knowledge gained to make it his own.
Results - Outcomes
As a result of this engagement, John:
Has taken a more strategic approach to his sales & marketing activity
Understood how to articulate his market proposition and used this in his marketing and sales activities
Identified his ideal target customers
Reviewed his CRM database to remove off-shore contacts who loved his work, but who he couldn’t service, enabling him to focus his energy to real prospects
Understands the sales processes and methodologies, and has aligned the process and language to fit with the company values and purpose
Has significantly increased sales revenue and bottom line with an intentful sales approach
Has reduced his newsletter from weekly to fortnightly, giving him more time to spend on delivery
Has had the confidence to test mini-videos, with some good initial feedback
Set and beaten his sales growth targets - has now set stretch targets
Identified and engaged with specific target companies in a key sector