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21 Questions
an occasional series of interviews with sales professionals
December 14th 2010 – Martin Needham, Managing Director, Lutterworth Eco Lighting.
Our roving reporter tracked down Martin Needham, Managing Director at Lutterworth Ecolighting. Martin spends his time not only running this dynamic UK business but spearheading the sales operation aimed at developing new business. Their Eco lighting systems can save over 70% of warehouse lighting costs for customers and help them meet their carbon reduction commitments. Lutterworth’s lighting solutions are designed to address every aspect of industrial lighting, from energy efficiency and maintenance costs, to the quality of light itself.
- How would you describe Lutterworth Eco Lighting as a business ? [ your starter for 10!]
Lutterworth Ecolighting is the UK’s leading name in industrial and warehouse lighting energy saving solutions.
- What do you do and who do you do it for ?
We target people responsible for the efficient running of industrial premises and warehousing. The bigger the warehouse, the more often the lighting is on the better. Show me a large warehouse, with lights on 24/7 and we can show a massive reduction on lighting costs. We worked with Cadburys and on one site alone we helped them produce a £70,000 annual saving on lighting costs.
- What is the usual length of your sales cycle ?
This is of course an “it depends” question. Regularly it can be 12- 18 months. We work closely with major companies as partners to help them save money and meet their carbon reduction commitments. We will set up trial installations and put the tools in to monitor cost reductions. The figures for cost reduction are so radical some people have trouble understanding that they are true unless they see it for themselves in their site. Once the reductions become apparent ( pretty much from day one ! ) we then have to plan full installation without disrupting the business.
- An average order value?
I would rather not give specifics here. It obviously depends on the size of the warehouse but usually orders are measured in 5 0r 6 figures!
- How did you make the connection with Broadley Speaking in the first place ?
They called me! I was very interested by their specific approach and their experience in my sector but was a little skeptical because I know how hard it is to connect with my target audience.
- To what extent had you used telemarketing before (either internally or externally) ?
We had never used telemarketing before. We used mailshots and attended exhibitions.
- What are you most challenging sales issues at the moment?
Just keeping up with demand ! We are very busy at the moment – but always looking for more!
- Have you seen companies attitude to environmental issues change over the last couple of years ?
This is a very interesting question. Over the last two years or so we have definitely seen the emergence, in big companies particularly, of senior people with a direct responsibility for environmental issues and carbon reduction particularly. Most large companies are now treating their environmental responsibilities seriously – however, it still needs to stack up as a sound business case witha fast Return on Investment.
- Lutterworth have been operating since 1971 – what do you think the founder would make of the business today?
They are very proud ! I had lunch with my parents at the weekend! Established as Lutterworth Electrical Services, the business began by being heavily involved in agricultural and domestic works and has since developed into a leading electricla contractor within the industrial and commercial sectors.
The expanding client base of the company was es including Eddie Stobart, ASDA, Nissan, Balfour Beatty and DHL. As the distribution sector began to dominate the UK's industry and with the developement of Magna Parknad DIRFT on the comapny's doorstep, we became more and more involved in the maintenance of large distribution warehouses.
It was during this time that we became aware of the obscene waste of energy and money when lighting large warehouses on the industrial parks and set out to find an alternative way of doing so
- What were your first impressions of Broadley Speaking?
Very professional and a bit amazed ! We had been talking on the phone and I had met Isabel in our offices. I committed that when I was next in the South West I would go and meet the team and see for myself the work they were doing in this sector. I met with Julie and David and they talked me through their approach but when I saw the results they had delivered for a company I knew I almost fell off my chair. On screen came the names of companies and people I had been trying to reach for years – this was not merely looking at names on a database , these were documented and qualified appointments that had been generated in the past with people I would give my eye teeth to get in and see. Very impressive.
- What were your expectations from the initial pilot project?
I went in with an open mind but, obviously some confidence, given my last answer.
- In regard to these expectations to what extent has Broadley Speaking met them?
My confidence was well placed! Virtually from day one we have had a consistent stream of very well qualified sales appointments. They have already produced significant sales revenues and the pipeline is looking extremely strong. I thought our services had a strong ROI !
- How would you describe your experience as a customer of Broadley Speaking – in terms of service , attention etc ?
Well beyond what I expected at the outset. They are now an integral part of our sales and marketing plans. Not only do they deliver me red hot leads but have supported us by inputting into our collateral material and supporting us at major trade exhibitions. I didn’t really expect when I engaged a “telemarketing” company that their team would be on our stand at the NEC engaging face to face with potential customers. This speaks volumes for their experience and knowledge in my sector. They’re good fun to work with.
- How would you describe your experience as a customer of Broadley Speaking - in terms of results ?
Its almost certainly the most successful marketing activity we have invested in, measured in terms of direct return on investment.
- What have you most enjoyed about working with Broadley Speaking?
Apart from the results working with our Account Manager Julie !
16. When you went to the initial meeting did the prospect give you any feedback on the initial approach and its quality ?
No not really. But it is crucial that the first approach in any potential customer relationship gets that relationship off to a good start. Broadley Speaking’ s account team are highly knowledgeable and professional. Our prospects don’t feel like they have been “telemarketed” and are quite often disappointed that Julie isn’t in the initial meeting – that’s the level they are working at.
17. Was the prospect clear about why you were there and what you hoped to achieve ?
Yes they always are.
- In hindsight were you sufficiently briefed before your meeting with the prospect ? If no could you give us any guidance about how to improve this ?
You should see our appointment schedules the detail is great. We know exactly what we are walking into very time we go for an appointment.
19.Would you recommend Broadley Speaking’s services to a colleague or friend ?
I would recommend them to anyone – well NOT my competitors obviously
20. If you met a colleague in the bar how would you describe Broadley Speaking to them? How would you describe the impact they have had on your business so far?
Professional, effective and fun to work with.
21. Vacation or "staycation"?
North Cornwall here we come !
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