Francis Catering grows new business £1.2m in 18 months

West Midlands kitchen house Francis Catering has seen income from new business grow from less than £200,000 to more than £1.2m within the last 18 months following the adoption of a new sales and marketing strategy.

The firm joined forced with Aardvark Marketing and The Heart of England Sandler Training centre to develop a fresh way of approaching new business and cultivating clients.

The trio worked together to create a multi-touch marketing programme to blend into the sales training being taught, and has since generated £400,000 of live quotes and an 18% conversion rate from suspects into prospects.

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“I can’t believe how much the sales generator programme has changed the nature and values of our activities,” said Neil Humphries, managing director of Francis Catering. “For the first time we have a process to deliver the quality and quantity of leads we need to hit our growth targets, not to mention the high returns on investment.”

Aardvark Marketing Consultants’ claim o fame is that it helps SMEs in the West Midlands drive better results from their marketing activities by adapting the tried and tested tools of ‘big business marketing’ to the small and medium-size business environment.

Chris Hutchinson, managing director of the firm, said: “Our objective was to generate £1m of new business sales per annum over a five-year period. Using a mix of communication channels and rigorous measurement tools we exceeded our targets, achieving most of the rapid growth in the last six months. This type of implementation is not one that can be rushed.”

Francis Catering was established in 1973 and designs, installs and maintain commercial kitchens for a variety of sectors including bars, restaurants, schools, hospitals and local authorities.

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