Overview
Newton Fox was engaged for an 18-month campaign by a major office supplies company headquartered in Turkey, preparing for a strategic launch into the UK market. The client already had a loyal base of small, personal customers, but needed to accelerate growth by building a stronger corporate and public sector footprint – all without a local field sales team on the ground.
The brief
The client’s objectives were clear and ambitious:
- Convert C10 (personal) customers into C20 (corporate) accounts
- Increase average order value across all segments
- Close business entirely over the phone, with no field sales support
- Proactively identify and develop multi-site opportunities
- Establish strong relationships within the Public Sector, including Education
- Provide customer service and triage to protect the brand experience
- Support delivery scheduling and resolve logistical issues
- Provide detailed reporting on margins, sales and progress against targets
Newton Fox was appointed following a competitive process involving 12 telemarketing agencies. We were chosen for our experience in complex B2B sale
Our approach
We built a dedicated calling team to act as an extension of the client’s UK launch operation. The team were trained not just on product, but on margins, delivery constraints and the purchasing behaviours of UK corporate and public sector buyers.
For existing C10 customers, we focused on understanding their wider needs: multiple locations, department-level usage, and opportunities to consolidate disparate suppliers. This allowed us to reposition the relationship from ad hoc personal orders to structured corporate accounts with agreed pricing and higher basket values.
In parallel, we targeted new opportunities with multi-site businesses and public sector organisations, including schools, colleges and local authorities. Our role combined proactive new business activity with responsive customer service – resolving queries, helping arrange deliveries, and smoothing out logistical challenges so that first impressions of the brand in the UK were consistently positive.
Comprehensive reporting underpinned the campaign. Weekly and monthly dashboards tracked sales, margins, sector performance, and movement from C10 to C20, giving the client clear visibility of progress and confidence in their UK growth plans.
The results
The campaign delivered consistently strong performance, building momentum month after month:
- Average order value increased by over 50%
- Average monthly sales reached approximately £150k, and grew steadily throughout the campaign
- The client secured inclusion on preferred supplier lists (PSLs) for multiple Education Authorities and public sector bodies, including regions such as Berkshire, Hampshire, Dorset, Sussex, Kent, several London Boroughs, Manchester and South Wales
- Average wholesale order values of around £30k were achieved across these larger Education and public sector accounts
- Multiple strategic partnerships were identified and secured with re-sellers, widening the client’s route-to-market in the UK
- After the initial ramp-up period, monthly sales targets were exceeded every single month
By the end of the 18 months, the client had transitioned from a newcomer in the UK market to a credible, established supplier with a strong base of corporate, wholesale partners.
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