NEFS Closed $250K in Sales in 10 Months Using a Powerful Multichannel Strategy (70 Qualified Appointments, 86% Email Open Rate & 65% Growth!)

Client Snapshot

• Company: North East Facility Solutions
• Industry: Facilities Services
• Audience Served: Facility managers, operations directors, and business owners at offices, warehouses, manufacturing plants, medical facilities, schools, and multi-tenant commercial properties.
• Campaign Length: 10 months
• Channels Used: Cold Calling, Email Marketing
• Goal: Secure qualified appointments and drive business growth

About North East Facility Solutions

North East Facility Solutions is a premier provider of janitorial services, known for its high-quality cleaning and maintenance work. Their reputation is built on reliability, attention to detail, and a commitment to customer satisfaction. While their service delivery was top-notch, their marketing and sales pipeline was lagging, making it difficult to demonstrate their value to new, potential clients.

Challenges

The primary challenge NEFS faced was the inefficiency of its janitorial lead generation and appointment-setting process. They needed a steady stream of new business, but their internal efforts weren’t producing the consistent, high-quality appointments required for growth.

Objectives

• Build targeted business lists by industry and location to focus on high-potential prospects.
• Set qualified “walk-through” appointments with decision-makers who have a genuine need.
• Collect key qualifying data (premises size, current provider, service needs) for sales team readiness.
• Create a consistent pipeline to support NEFS’s ongoing business development and growth.

Strategy to Overcome Challenges

To address NEFS’s challenges, we implemented a multichannel strategy that combined B2B telemarketing and email marketing to create a seamless, end-to-end lead generation and appointment-setting process. Our appointment setters played a critical role in qualifying leads, ensuring only high-quality appointments were scheduled.

Cold Calling

• Defined NEFS’s ideal customer profile and built targeted B2B calling lists.
• Used conversational scripts to qualify leads and uncover pain points.
• Focused on key details like premises size and work frequency.
• Trained team to be professional, empathetic, and rapport-driven.

Email Marketing

• Created personalized, industry-specific email campaigns.
• Reinforced cold calls with value-driven messaging and clear CTAs.
• Maintained multiple touchpoints to keep NEFS top of mind.

Appointment Setting

• Strictly qualify leads by pre-screening questions before scheduling.
• Collected essential data on current provider, premises size, and needs.
• Handled scheduling, confirmations, and reminders to reduce no-shows.
• Delivered detailed appointment summaries for the NEFS sales team.

Results

• 70 qualified walk-through appointments set within the first 10 months.
• Established a robust and consistent sales pipeline, enabling NEFS to concentrate on closing deals that are 35% more effective, achieving 250k USD in sales within a year.
• The campaign continues to generate new opportunities with a 65% growth rate.
• We achieved an 86% email open rate and met all key performance indicators (KPIs) at 100%.

Why It Worked

• Specialized focus on lead generation and appointment setting, freeing NEFS to focus on core services.
• Prioritized quality over quantity, ensuring each appointment was high-value.
• Designed a strategy around the critical walk-through step to improve close rates.
• An iterative, data-driven approach refined scripts and calling lists for maximum effectiveness.

Sample Workflow

• Generate targeted B2B calling lists using AI and advanced tools based on NEFS’s ideal client profile.
• Telemarketer contacts businesses to speak with decision-makers.
• Ask qualifying questions to assess fit (current provider, premises size, needs).
• Schedule a walk-through appointment if the criteria are met.
• Provide the NEFS team with detailed, organized qualifying information.
• Send automated confirmation emails to solidify the appointment and ensure a seamless process.