Problem: IBM was selling a new high-ticket item (ATM network technology) that required a high degree of personal sales contact and, at the same time, a high degree of education. But there were only so many salespeople to go around, and only a few potential customers were in the market at any given time. How could IBM concentrate its efforts on prime prospects?

Solution: Boscobel implemented a Low-Hanging Fruit™ campaign that used direct mail to determine the level of readiness of potential customers. A response rate of 19.4% yielded a steady stream of prospects who identified the quarter when they would be most likely to buy.

Result: $2,000,000 in sales in the first three months — a 200% increase of the corporation's expectations.

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