The new business unit leader realized that they couldnt depend on the historical catalog marketing approach (Drop Ship a Catalog, and wait for the phone to ring).

The key learnings here included:

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ADDING Inbound sales approach could turnaround a primarily inbound business
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Changing the Script to include asking about the projects that customers were working on was easily able to increase the average contract value
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Increased Market Intimacy Assisted in Prioritizing Outbound Telesales Efforts and Engineers were More Excited about outbound calling and selling