Case: Convins - Incentro

IT service provider Incentro

Incentro is a leading IT services provider focused on digital transformation and customer experience. Based in the Netherlands, the company offers a wide range of services and products, including digital (product) development and IT solutions. With their focus on innovation and sustainable solutions, they help companies achieve their digital transformation and customer experience goals achieve. The focus is on improving customer experience, increasing efficiency and increasing revenue. Incentro is known for its expertise and experience in digital technology and its commitment to customer satisfaction.

Challenge

Convins has been supporting Incentro in generating new business for over two years. The focus for this project is to approach stakeholders in the field of marketing, customer journey or digital transformation, where organizations have relevant challenges in the field of digital (product) development focused on the Customer Experience/IT within 12 months. We at Convins keep a close eye on the market. Through outbound marketing, we look for stakeholders within organizations that meet the criteria we determined together prior to this project. We speak to different stakeholders every day, each of whom has its own challenges in terms of digital (product) development, Customer Experience & IT.

"The rationale for partnering with Convins was primarily that we lack a piece of execution power in the process around cold calling and lead generation. In addition, it was a good idea to enter into a partnership because it provides a stick. The work is simply done well. "We believe that with collaboration you get the best results," Incentro said. We at Convins have established processes, which allows us to work in that area with good results and achieve short-term successes.

In mid-2022, we first made contact with the prospect. After several contact attempts, we ended up with the right person. In this case, he is responsible for E-commerce & Customer Experience. He holds the role of E-commerce & CX Manager. After an explanation was given by our specialist, there appeared to be enough enthusiasm for an introduction. The prospect's biggest challenge at that time was growth and customer retention. The prospect indicated that in the near future they would definitely like to look at additional tooling/services to achieve these goals. At the time of speaking, BI and Web Analytics were already being used on the prospect's side. However, he quickly explained that this is no longer sufficient and they need more to grow faster than the market is doing. This was a hook that our specialist immediately identified and thus an appointment was scheduled.

"We prefer to sit down with a marketing or e-commerce manager, someone who therefore has a leadership position over the team. You manage to schedule a visit with the right person. By triggering the prospect in the right way and identifying these kinds of hooks, you make sure he goes into the appointment feeling good. So in this particular case, that resulted in them signing a license with our partner. Where you guys start out ice cold, we can come in very warm."

Solution

Convins provides quality leads through outbound marketing. Our specialists are looking daily for organizations that fit the profile of our clients. This is another way we have spotted a great opportunity for the IT service provider. Our specialists can apply to Convins on a project-by-project basis and are selected based on their motivation. In addition, we can see internally whether a specialist has run a similar project before and, more importantly, what the conversion rate was of those leads. This way, we always select the right specialist for the right project and the people within Convins work on a project based on intrinsic motivation.

Then there are two to three dedicated acquirers who are set up on the project using a project information sheet. Convins prepares the project data sheet with the client during the kick-off at our office. After agreement, the project data sheet is leading and the specialists use it as input, as we do not believe in call scripts. In this way, the specialist always has sufficient knowledge about the relevant subject matter and can serve as a sparring partner for the prospect. The appointment is then scheduled for the account manager of the IT service provider.

Our back office processes the appointment and takes care of the administrative process completely. When making appointments, our specialists go into as much depth as possible. That way, we find out as much information as possible about the challenges, infrastructure and opportunities for our clients. From that phone call, a conversation report is written that compiles all the information. This report is ultimately used by the IT service provider as a guide for the acquisition conversation with the prospect. That report described the budget available for the issue and the size of the organization based on the number of employees and workstations.

They also write extensively about the mood of the conversation, the prospect's challenges and the potential opportunities for the IT service provider. Convins stays involved with every lead with whom an appointment is set. Our specialists call the client a week in advance to verify that the appointment is properly scheduled to avoid no-shows. In some cases, we also call to verify how the client experienced the appointment through an after service call.

"The lines of communication with the back office are incredibly short. We can always call or e-mail and there is always someone available. If someone doesn't know something about the case, they can quickly look it up in the system, so that I can still get an answer. So says Incentro.

Result

As a result of the acquisition conversation, the prospect awarded the contract to Incentro and its partner on very short notice. Convins generated the appointment and created a certain urgency. Partly because of the interview report provided, Incentro was able to prepare well and ultimately had a good conversation. The next step was the acquisition process that culminated in a deal. The complete sales cycle from lead to deal took a total of about 6 months.

"We really enjoy working with Convins on the basis of their No Cure, No Pay concept. You have to make good agreements with each other about the criteria or factors on which you qualify leads and that actually always goes well. There is a very good understanding the moment a lead does or does not qualify. In addition, there is always room for dialogue the moment a lead or potential customer does not fully qualify. We then consider together whether or not a lead is sufficient to proceed after the appointment. The concept gives us a fine freedom. Says Incentro.

Partnering with Convins brings several benefits, including:

• The No Cure No Pay concept has the advantage that the IT service provider only pays for qualified leads that meet the criteria (billing after the fact)
• Convins calls on behalf of the IT service provider with a programmed phone number and has a mail address from the customer
• Convins functions as an external back office, so the client does not have to worry about the administrative process
• Convins has specialists in house who can switch with clients on a technical level
• We figure out the business case for our clients, so they come to the table well prepared