Expanding Market Reach — Dealer Market Expansion
The Challenge
Tasked with aggressive dealer acquisition goals for its Lowe’s Water Quality Solutions Dealer Program, the world’s largest water quality solutions company aimed to rapidly expand its footprint across 1,100 Lowe’s store locations and generate $25M in retail sales in a short time frame. The challenge? Quickly find and convert thousands of new water treatment and home service dealers.
Traditional sales efforts weren’t enough. The company needed a scalable, highly targeted dealer market expansion program—one that could break into new territories, engage the right prospects, and deliver measurable results within 60 days.
The Solution
We developed a two-phase outbound sales campaign strategy, blending strategic email marketing with prioritized outbound calling. Using precise dealer data and response patterns, the outreach targeted prospects based on:
- Email engagement behavior
- Geographic coverage gaps
- Dealer size and revenue potential
Phase 1 activated a broad list of 3,400 dealers. With 1,900 valid email addresses, the team emailed warm leads before making outbound calls, prioritizing based on engagement. High-interest contacts were invited to group discovery meetings to assess fit and readiness.
In Phase 2, the approach became more surgical. The list was refined to 211 top-tier prospects, and the format shifted to 1:1 sales meetings, eliminating group sessions to drive faster conversions.
The Impact
- 98 group discovery meetings booked in Phase 1
- 17 prospects advanced to 1:1 meetings — 100% closed
- 28 additional 1:1 meetings generated in Phase 2
- 19% email open rates and 12% outbound call response rates, well above industry norms
Just as the program gained momentum, a significant channel conflict emerged, abruptly halting the campaign. Despite the early exit, the results validated the power of a modern, data-driven outbound sales campaign.