Infusion of New Leads Helps Grow Sales

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THE HEMAVET 950 INTERACTIVE SALES CD

While it had been offered for sale in the veterinary industry for a few years, the Drew Scientific HEMAVET 950 5-part WBC Hematology System suffered from low product and brand awareness.  During the sales process, Drew sales professionals had to demonstrate the operation of the unit—necessitating the use of an actual machine—which limited their reach into the marketplace, and lowered the frequency of sales calls. In addition, lead flow was minimal and the force sought additional prospects to work. Drew needed a sales solution to help increase the efficiency of the sales team, and extend their reach into the then 28,000 plus veterinary clinics across the nation.

Knowing how they went to market, the product category, and their sales needs, our strategic account and creative teams proposed a simple, yet effective sales tool solution. We developed an interactive CD that demonstrated the product’s ease of use via a detailed video segment, and also supplied vital technical data needed to help complete each sale. In the span of a few short weeks, we wrote a script, shot the video, produced the embedded demonstration and programmed an interface that proved to be simple to use. Sales team members and veterinarians alike quickly saw the benefits of the machine, which shortened the sales cycle and positively impacted their bottom line. The CD was also used as a fulfillment item for callers responding to trade advertisements.

In just a few months, lead flow rose dramatically and sales for the HEMAVET 950 saw a sharp increase. Still in use today, the HEMAVET CD quickly proved to be a valuable interactive sales tool.