Case Study: The Power of Perfect Timing

The Challenge: Beyond the Quick Sell

A local water cooler company came to us with a common problem: they wanted long-term contracts, but the market was crowded. Most businesses they called were already locked into agreements. Instead of just making more "cold calls" that went nowhere, they needed a way to be in the right place at the right time.

Through their own industry knowledge, they had company names of prospects who they knew worked with a competitor. They knew little else, other than:

• The company names

• That they were high value opportunities

• Their competitor was struggling at the moment and so these companies were likely to be receiving poor service

The Strategy: Building the Renewal Roadmap

At Park Row Marketing, we know that the best lead isn’t just a name, it’s a window of opportunity. We stepped in to work with them part-time over a three-month period.

Instead of pushing for an immediate sale, we focused on intelligence. Our goal was to find out exactly when a business’s current water cooler contract was ending. We spent 132 hours over the quarter building a database of these vital renewal dates.

By the time a business was ready to look for a new provider, we were already there. We simply passed the lead over to our client to provide a tailored quote exactly when the customer needed it.

The Results: Quality Over Quantity

By focusing on timing rather than pressure, we turned 132 hours of work into a consistent stream of high-quality business.

• Targeted wishlist: We worked closely with our client to build the prospect list. We started with their knowledge of customers of a local competitor who they knew were performing poorly, which we then researched and fleshed out into a list of companies where we knew the decision maker, their contact details, that our client could do a better job and that they would be a good opportunity for our client.

• Future business: Built a renewal pipeline for our client which we passed over to them at the end of the campaign.

• 25 high quality opportunities who are renewing now: while working to build the renewal dates, we secured 25 high quality opportunities to generate immediate cash flow and pay for the campaign.