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Challenge
InterDyn Progressive Group (IPG) is the largest Value-Added-Reseller of Microsoft® Great Plains Financial Solutions software in Texas. IPG’s typical sales cycle is 12 - 24 months due to the nature of the product and size of investment. Most sales leads are obtained through referrals from CPA’s and other financial decision makers. IPG wanted to increase awareness of its firm and services, as well as build its referral network in order to foster sales.

Strategy
Our strategy focused on the sales cycle for IPG’s products and services. It was important that prospective clients and referral sources found enough value in the piece to keep it until a need arose. Consequently, the collateral piece had several functions: a sales tool, informational piece, and reference source. The piece would also be integrated into the long-term marketing efforts of the client. In order to do that, the overall project strategy included:

  • Introducing InterDyn Progressive Group’s experience and capabilities,
  • Selling solutions versus products,
  • Enhancing the brand image of InterDyn e Progressive Group, and
  • Building relationships with referral sources.

The individual tactics involved in carrying out the strategy were:

  • Present an informative, attractive piece with a long “shelf” life
  • Sell solutions, not products
  • Focus on the target audience and referral sources
  • Build relationships with the target audience
  • Provide flexibility and economies of scale

Results
This marketing effort met and exceeded all objectives.

  • There was an overwhelming response to the free CPE training offer. The courses were attended by CPA’s with whom the firm did not have a previous relationship. IPG far exceeded their goal of increasing new referral relationships.
  • Several CPA’s began referring clients to InterDyn Progressive Group immediately. In fact, IPG doubled its referral goal in less than four months.
  • The company achieved all its sales goals.
  • Due to the overwhelming success of the program in Houston, an affiliate office in Chicago will soon implement an identical program.