Our client on this project was one of the largest telecommunication products and services providers in the Southeast and Midwest US. At the time, they had finished a multi-billion dollar fiber optic buildout in many major markets. Gaining customers quickly to begin recouping this investment was crucial.
AT&T UVerse - Louisville / Columbus / Indianapolis
The client’s product was brand new to the market. Therefore, there was a great deal of customer education that needed to be done to convert customers. At the time, the major competitor had 70% market share. The challenge was to create an effective marketing strategy to efficiently give customers the information they needed, drive sales, and quickly pick up market share to get the ball rolling.
We worked with our client to build out what turned in to a 100+, fully trained sales organization to drive consumer sales. We chose to implement a guerrilla-style “feet on the street” approach. With an educated sales force, we went directly to the consumers in a variety of fashions. Our strategies introduced a consultative sales approach to the product line, never before fully executed by any of our competitors. We were able to roll this project out in multiple markets across the US.