Generating new sales leads has historically been considered a labor-intensive process regardless of industry. What if your products are necessary, but more or less overlooked by purchasing managers? That will make the sales process a little bit more difficult.
Laser Connection, a national distributor of office equipment and supplies such as toners, ink, and ribbons for large multiple location end users, offers customers a great online user experience through the company’s online web ordering system. Despite easy online ordering, it wasn't easy for Laser Connection to increase sales and reach new buyers.
Laser Connection had a time-intensive customer acquisition process, which included list purchases, cold calls, and local networking events. Many of the company’s customers were smaller companies that required offline ordering, and Laser Connection had to spend additional time and resources to take take their orders manually. Laser Connection also found it difficult to compete with large national retail chains who had an advantage in terms of their brand awareness and large advertising budget. Moreover, toners are a product that is often overlooked and bundled together with other office supplies instead of being sourced separately.
Laser Connection looked to Ariba Discovery to help easily identify sales leads. The company signed up for the Advantage Plus Package to maximize visibility and have unlimited responses to buyer postings. As a result, they now receive about 20 email notifications per month with new matching leads and have access to prospects all over the world.
“Any supplier that isn’t on Ariba Discovery is missing the boat.” – Frank Gonzalez, Laser Connection.
As a result of joining Ariba Discovery, Laser Connection secured a $60K annual contract from a new buyer to provide toners to 45 locations. The company has also started to build new relationships with other prospective customers from 15 large buying organizations. In addition, the company has received additional contacts through their participation at Ariba LIVE and learned how to differentiate themselves from the competition. And by making it very easy to reach potential buyers without leaving the office, Laser Connection was able to cut down travel time and cost as well as labor expenses and achieve a 20x ROI (Return on Investment).
Lead generation no longer has to be time-intensive and costly. Laser Connection discovered that Ariba Discovery proved to be invaluable and helped fine-tune their lead generation process with laser precision.
Download the Laser Connection case study to learn more.