Market Command™ - The ultimate in market coverage.

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Jack Berlin
Business & Economics
<p>THERE ARE 2 WAYS  
TO GET IN THE DOOR.
The Old Way  
To Get In The Door. 
The New Way  
To Get In The Door. 
Introducing Market Command.™  
The ultimate in market coverage.
Hit and Run 
Because most call center programs are out of touch with market buying cycles, they 
often fail to secure major purchase and supply contracts.  
 
That’s because their approach is typically “Hit-and-Run.” They’ll randomly go through long 
lists of companies hoping to “hit” someone at the right time. And if the contact isn’t in the 
right part of a buying cycle, they’ll “run” away and move on, leaving a possible valuable 
prospect behind. 
 
Hit and Miss 
But even a “hit” can turn into a “miss,” especially if the contact’s lead-time for buying  
is 60 to 90 days—or 3 to 6 months—and already has a preferred solution or vendor.  
(What looks like a “hit” may really just be a prospect justifying a decision made well 
before they were contacted.) 
         I personally have had a 
high degree of success with the 
appointments your team set up for 
me. I would estimate about 60% to  
80% of the appointments I have 
gone on, turn into real potential 
pipeline for our products. In 
addition, I have been exposed to 
accounts I didn’t know existed.
B.M. Regional Manager,
Industrial software distributor,  
Cornelius, NC.
With Market Command, York Consulting:
CONTACTS every company  
in all your markets. 
IDENTIFIES every decision maker  
and influencer.  
WILL UNDERSTAND a contact’s  
unique situations and cycles. 
INTRODUCES your company  
as a potential long-term partner. 
York Consulting Inc.  |  Page 2
Soft Sell not Hard Sell. 
Companies don’t buy expensive products and services every day. So we 
take our time developing a trusting relationship with your contacts by 
staying in touch with them for months and even years in some cases.  
We don’t believe in pushing for an outcome and risking alienating  
the contact.  
When the time is right and their needs mature, then—and only then—will 
we arrange your first meeting with them. Not before. 
              Of course, if you need to set up meetings sooner, we  
can certainly accommodate your accelerated schedule.
FIRST:  
We don’t ask for the lead, the appointment,  
or the online demo. We ask questions.
Understanding WHO your contacts are and  
what they NEED is key.
We ask: 
• What they have (and what they don’t).  
• How they do what they do.  
• What’s working for them (and what isn’t).
• What their plans and initiatives are.
• When they want to implement them. 
SECOND:  
Over time, information giving and  
gathering creates friends. 
Relationships are a two-way street. Give and take. We send 
them information, they let us contact them every three or four 
months with a non-threatening, no-pressure phone call.
Little by little, we find out who they are.  For example, we learn 
more details about their initiatives; get news about an employee 
at another location who may be planning something, etc.
The point is, our—and your—network grows.  
In time, a more trusting relationship develops.
THIRD:  
Trust turns into initiatives. 
Initiatives turn into meetings.
As trust develops, initiatives take shape.
When it’s time for the meeting, the prospects will be ready.
In fact, we’ve found that in many cases, the prospects will  
ask for the meeting themselves. They’ll want you to help them 
arrive at a solution, write specs...   you get the idea.
No, you won’t have to wait a year before  
you get your first meeting.
Timing is everything.  
We know when people want to be contacted.   
Some now. Some later.  
If you want to cover the market more quickly, we can ask for  
the meeting sooner, as long as we sense that the timing is good. 
If it isn’t, we’ll back off and stay in touch periodically. 
Once you’ve had your introductory meeting, we can still stay in 
touch from time to time until another meeting is appropriate.  
It’s up to you.
Every contact and conversation is documented.
You can see the number of contacts and initiatives grow.
And you can track these initiatives from first  
conversation to maturity. 
The Market Command™ program is ideal for: 
•  Enterprise software—financial, business intelligence, business 
process, factory automation, content management, CRM, ERP.
•  Capital equipment—robotics, CNC, medical diagnostic and 
imaging, production and packaging machinery, IT and 
telecommunications systems.
•  Services—transportation and logistics, IT/telecommunications, 
machining, fabrication, group health insurance.
         York is very aware of the product positioning, so they don’t need extensive training. York employs a 
much better quality of person than one would find at a more basic call center. They are quite comfortable 
speaking with management levels or higher and handling conversations even if they fall off script.
D.L. Sales Manager, Software Company, Toronto, ON.
York Consulting Inc.  |  Page 3
•  Current systems and processes.
•  Budgeting process and criteria.
•  Contract expiry and review dates.
•  Satisfaction with current vendors.
•  Problems, concerns, and initiatives.
Here’s how Market 
Command™ helps you  
gain insight into  
your prospect’s:
When “Hit and Run” still works. 
Of course, there are still times when York Consulting’s  
more traditional lead generation and appointment setting 
approach—like “hit and run”—works best.  
Especially if you’re a company with:
•  Shorter sales cycles.
•  Lower purchase prices.
•  Single decision makers.
•  A new product you want to introduce.
•  Plans to quickly move into new markets or territories. 
By updating contacts and recording their  
changing needs, Market Command makes sure  
they—and you—stay connected.  
York Consulting will stay in touch with your smaller customers, 
and place “revival calls” to contacts who have become inactive.
As a result you will: 
• ACQUIRE more business from existing customers.  
• REDUCE customer attrition. 
•  RENEW contacts with customers who may otherwise  
have been lost.
•  INCREASE short-term revenue as new long-term  
prospects mature.
Market Command lets you get  
the whole picture: 
•  Which companies are important to you.
•  Who your contacts are.
•  What they’re doing now.
•  What they want to do in the near and distant future. 
Market Command is unique  
in every sense of the word. 
Market Command is backed up by York Consulting’s own 
proprietary “Super CRM” that’s specifically designed to  
manage the entire process from the first call onward.  
What about your EXISTING customers?
Look at your customer list. You know who your best customers are. But what about the many smaller 
customers you may not know who are too small for you to regularly stay in touch with? What’s the risk of  
losing them to competition? Are they not buying more from you because they don’t know all you have to offer?
Look at your accounting system. It will show how many customers haven’t bought anything in the last  
year or two, or even longer. Do you know why? Did they switch to a competitor because no one from your 
company was able to stay in touch? 
Why settle for the old way  
of getting in the door?
Market Command™   
The ultimate in market coverage.
T 416.410.2222 | E inquiry@yorkc.com | www.yorkc.com
York Consulting Inc.  |  Page 4
         I called in and all three were waiting 
for my call. Well done York! They were very 
impressed with our Business Development 
group (that’s York), in that there was no 
pressure to sell anything – just wanted to  
have a discussion. We would have never come 
across this one from our own efforts.
J.F. Sales Manager, Automation company, 
Milwaukee, WI.
</p>