Equinox Business Consulting is an independent telecoms broker, helping businesses across the UK. Based in Putney, almost all new clients were acquired through networking and referral.
Although Nigel (SME Needs) & Dave (Equinox) had known each other for some time and even ran a networking group together (Office Drinks), neither was using the other’s services until January 2014 when Dave asked Nigel to help improve Equinox’s marketing and grow the business.
At the time Equinox had 214 clients, although most used only a small number of the services Equinox provides.
Equinox wanted to rapidly grow the business and to start generated sales that didn’t require large amounts of Dave’s time.
What did we do?
Making use of government growth funding through the Growth Voucher and then Growth Accelerator programmes to fund the strategic support SME Needs provided, we developed an overall marketing strategy, a specific social media strategy and a programme of education for the current network, both clients and contacts.
Strategic support was then provided to ensure the programme of marketing activity took place. After all, it is very easy for small businesses to become stuck in the business and not active on the business. Operational support has been provided on an ad-hoc basis when requested.
A key part of the programme developed was a regular programme of communication with their network, with the result being a regular flow of “we haven’t spoke for [a while], I must introduce you to….”
After seeing an opportunity to encourage regular referrals from a small number of contacts, a Partner Programme has been developed. This includes specific partner content, dedicated website space and marketing collateral.
In the 22 months to October 2015, Equinox has grown rapidly and now provides telecoms services to over 300 clients in 41/48 counties in England, as well as across Scotland and Wales.
Revenues have grown by 38% and the Partner Programme is now delivering 80+% of all new sales opportunities.