Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

UK mid-to-large multi-site organisations needing tighter control of cleaning supply costs, standardisation and procurement visibility.
Ideal buyers need a strategic supplier that audits, advises and streamlines cleaning supply management across many locations.
They value reliability, cost reduction, compliance support, consistent products and easy ordering across distributed teams.

Audience Type

B2B
NHS trusts and healthcare groups
Education providers and academy trusts
Local councils and public sector bodies
Industrial and manufacturing businesses
Multi-site facilities and operations teams

Industries (if B2B)

Healthcare
Education
Local government
Manufacturing
Industrial operations
Facilities management
Public sector procurement

Needs – Primary Buying Considerations

Lower total cost, not just lower unit price
Fewer suppliers and simpler procurement
Standardised products across all sites
Visibility and control over spend by site
Reliable UK-wide delivery and stock availability
High on-time, in-full performance
Easy online ordering for multiple locations
Ongoing account support and optimisation
Staff training to improve usage consistency
Help maintaining hygiene, safety and service standards

Demographics

Age Range: 35-60
Gender: Mixed
Geography: United Kingdom
Income Level: Departmental budgets from mid-sized to enterprise organisations
Profession: Procurement leaders, facilities managers, operations directors, estates managers, cleaning managers
Business Size: Mid-to-large organisations with multiple sites, typically 5+ locations and complex purchasing needs

Psychographics

Lifestyle: Process-driven professionals managing service continuity, budgets, suppliers and site performance
What they value: Control, consistency, accountability, efficiency, dependable service and measurable savings
Pain Points: Decentralised buying, rising costs, supplier sprawl, inconsistent stock, poor visibility and variable standards
Buying Behavior: Consultative, risk-aware, evidence-led and relationship-focused with longer B2B sales cycles
Decision-Making Roles:
Primary Decision Maker: Procurement director, head of facilities, operations director or estates lead
Secondary Decision Influencers: Site managers, cleaning managers, finance, compliance and procurement teams
Support Roles: Accounts payable, stores teams, administrators and frontline supervisors

Secondary Target Market (only if applicable)

Facilities management firms and contract cleaning operators serving multi-site clients across the UK.
Need dependable supply, standardised products and central ordering to support client SLAs and margin control.
Value supplier responsiveness, training support, national coverage and consistent fulfilment across contracts.

2. My Message to My Target Audience

Refined Elevator Pitch

Arrow County Supplies provides multi-site UK organisations with lower-cost, simpler supply management
through expert advice, standardisation and Arrow Connect, so they can stay in control with confidence

Understanding Their Pain Points

Cleaning spend is fragmented across sites, teams and suppliers
Buying is decentralised, inconsistent and hard to track
Costs rise, stock varies, and standards slip without control

Transformation

Lower total cost across cleaning and facilities supplies
Clear visibility, consistency and control across every site
Teams feel confident, supported and free to focus on core work

Unique Selling Proposition (USP)

They do not just supply products; they solve operational supply problems
The Arrow Way combines advise, supply and support in one model
50+ years' expertise, UK-wide delivery and 98% OTIF back up the promise

Brand Values & One-Liners

More control. Less complexity.
We do not just supply. We solve.
Standardise smarter across every site.
Visibility that cuts waste and cost.
The Arrow Way makes supply simple.

Tone

Straight-talking, dependable and expert. Customers should feel in control, supported and confident.

Hero Text Idea

Flag Text: NHS, education and multi-site UK teams
Main Headline: Take control of cleaning and facilities supplies across every site.
Sub Headline: Reduce cost, standardise products and simplify procurement with expert support. Get full visibility and reliable supply through the Arrow Way and Arrow Connect.
CTA: Book a supply review

3. The Media I Will Use to Reach my Target Market

Website

Lead with "Book a supply review" above the fold on every key page
Reframe homepage around NHS, education, councils and multi-site industry paths
Build sector landing pages for NHS trusts, academy trusts, councils and manufacturers
Add "Arrow Connect" demo page with screenshots, workflow and role-based benefits
Add proof blocks: 50+ years, 98% OTIF, UK-wide delivery, multi-site expertise
Add case study pages by sector with savings, standardisation and rollout outcomes
Add downloadable audit checklist gated to Salesforce capture forms
Use WordPress but improve speed, schema, internal links and conversion paths
Track form fills, phone clicks, brochure downloads and demo requests
Track sector page visits, pricing intent, case study views and return visits
Prioritise desktop UX for B2B buyers, but keep mobile forms short and click to call

Social Media

Focus on LinkedIn first; buyers are procurement and facilities leaders aged 35 to 60
Use YouTube second for demos, training clips and recorded webinars
Keep X limited to public sector, NHS and procurement commentary only
Post on LinkedIn 3 times weekly from company page
Post 1 thought-leadership update weekly from sales or leadership profiles
Share 1 case study or client result post every 2 weeks
Publish 2 short Arrow Connect demo clips monthly on LinkedIn and YouTube
Create carousel posts on supplier consolidation, standardisation and cost control
Share procurement tips tied to NHS, schools and council operational pressures
Feature warehouse, fulfilment and account support behind-the-scenes monthly

Paid Advertising

Use LinkedIn Sponsored Content for procurement, facilities and operations job titles
Target sectors: NHS, education, local government, manufacturing and FM firms
Promote gated offer: multi-site cleaning supply review or cost audit
Use Google Search for high-intent terms around janitorial supply management
Bid on terms like multi site cleaning supplies and janitorial procurement UK
Build remarketing via LinkedIn and Google for site visitors and content downloaders
Run small-budget brand search defence for Arrow County and Arrow Connect terms
Use Lead Gen Forms on LinkedIn to reduce friction for audit and demo offers
Optimise campaigns for MQLs, not clicks, using Salesforce campaign attribution
Avoid Meta for now; audience intent is stronger on LinkedIn and Google Search

Content Recommendations

"How NHS trusts can cut cleaning supply cost without risking standards"
"How academy trusts standardise cleaning across every school site"
"The real cost of decentralised janitorial purchasing"
"What 98% OTIF means for multi-site operational continuity"
"5 signs your council has too many cleaning suppliers"
"How Arrow Connect improves spend visibility by site"
"Cleaning product standardisation checklist for estates teams"
"Supplier consolidation playbook for facilities managers"
"How staff training reduces waste and product misuse"
"RFP questions to ask a national janitorial supplier"

Podcasts

Pitch guest spots on The Procuretech Podcast for procurement transformation themes
Pitch FM First Podcast on facilities supply consistency across multi-site estates
Pitch Reworked or Digital Workplace channels on operational efficiency themes
Pitch sector podcasts from Health Estate Journal event partners and networks
Start a quarterly 20-minute LinkedIn Live, not a full podcast, due to budget
Theme: The Arrow Way for procurement control in multi-site organisations

Directories

Claim and optimise Google Business Profile for branded search credibility
Join BESA member directory if eligible through hygiene and facilities links
List in CHSA member directory if membership applies to supplied product ranges
Pursue NHS Supply Chain supplier visibility where category fit allows
Explore Crown Commercial Service frameworks via bid and partner routes
Join relevant local Chambers of Commerce across core UK service regions
Create supplier profiles on Yell, Cylex and approved B2B UK directories

Publications

Pitch thought leadership to FMJ Facilities Management Journal
Submit expert articles to Tomorrow's Cleaning and Tomorrow's FM
Pitch case-led features to Health Estate Journal
Pitch education operations angles to Education Business Magazine
Pitch procurement efficiency articles to Public Sector Catering support titles
Contribute practical articles to Facilitate by IWFM
Use advertorials only for sector-specific proof and CTA to supply review

Partnerships & Outreach

Partner with facilities management firms serving schools, councils and NHS sites
Build referral ties with cleaning consultancies and compliance trainers
Partner with procurement consultants advising academy trusts and councils
Offer joint webinars with hygiene training providers and FM software vendors
Build relationships with regional IWFM chapters and BICS training networks
Approach contract cleaning companies needing national fulfilment consistency
Co-market with complementary PPE and washroom service providers where aligned

SEO and Content

Build keyword clusters around cleaning supplies for schools, NHS and councils
Target terms around multi-site procurement, janitorial suppliers and FM supplies UK
Create pages for sector plus pain point combinations, not generic product terms
Optimise for queries on supplier consolidation, spend visibility and standardisation
Add FAQ schema on delivery, onboarding, training and multi-site ordering
Publish one in-depth case study or guide monthly tied to target sectors
Build backlinks through guest articles in FM, education and public sector sites
Create comparison pages on strategic supplier vs product-only supplier approach

Offline and Local Media

Continue direct mail packs to named procurement and facilities leaders
Send sector-specific packs with audit offer, case study and Arrow Connect leaflet
Use dimensional mailers for top 100 accounts to secure discovery calls
Exhibit selectively at The Cleaning Show and Facilities Show style events
Attend Healthcare Estates conference for NHS estates and procurement contacts
Attend Education Estates for academy and school estate decision makers
Attend Procurex National for public sector procurement networking
Sponsor niche roundtables over broad expos to stretch budget further
Equip sales team with leave-behind audit checklist and sector one-pagers

Online Events

Run quarterly webinars on cutting total cleaning supply cost across multi-site estates
Host sector-specific sessions for NHS, schools and councils on separate dates
Offer live Arrow Connect walkthroughs with Q and A monthly
Co-host webinars with FM consultants or training partners for trust building
Gate registrations into Salesforce with sector, role and site count fields
Repurpose webinar clips into LinkedIn posts, email nurtures and sales follow-up

Online Networking

Engage in LinkedIn groups for facilities management and public sector procurement
Monitor UK FM forums and comment where operational supply topics arise
Follow and engage with IWFM, BICS and sector association conversations on LinkedIn
Use Reddit cautiously for research only, not direct promotion, in procurement threads
Track tender portals and procurement discussion spaces for language and pain points

Cold Outreach

Target procurement directors, heads of estates and facilities managers in UK accounts
Build account lists of NHS trusts, MATs, councils, manufacturers and FM companies
Send 3-step email sequence offering a supply review and benchmarking call
Follow email with LinkedIn connect request from account manager or sector lead
Use direct mail before email for top-tier named accounts to lift response
Reference likely pains: supplier sprawl, site inconsistency and spend visibility gaps
Share one case study and one checklist, not a product catalogue, in outreach
Route all replies and engagement scoring into Salesforce for follow-up cadence

During (Lead)

1. My Lead Capture System

Lead Magnet

Multi-Site Cleaning Cost Audit checklist for NHS, schools, councils and FM teams
Gated PDF for procurement and facilities leaders with self-assessment scoring
Supplier Consolidation Playbook for multi-site cleaning procurement
Guide shows how to cut supplier sprawl and standardise products by site
Cleaning Spend Visibility Calculator for multi-site organisations
Interactive tool estimates savings from standardisation and central ordering
Arrow Connect Demo Video + sample dashboard screenshots
Best for high-intent buyers comparing systems and reporting visibility
RFP Question Pack for choosing a national janitorial supplier
Helps procurement teams build vendor criteria and shortlist Arrow early
Sector guides: NHS trusts, academy trusts, councils, manufacturers
Tailor each guide to compliance, stock control and site consistency pains

Tripwire Offer

Free 15-min Supply Review call with sector specialist
Offer to diagnose supplier sprawl, spend gaps and standardisation issues
Free Arrow Connect live walkthrough for 2 to 5 stakeholders
Use for accounts showing demo intent on platform or case study pages
Free Benchmark Report after short discovery form completion
Compare current approach vs multi-site best practice across 5 control areas
Free sample product rationalisation shortlist for one category
Good for buyers needing proof before full audit or proposal

Welcome Sequence

Email 1: Deliver asset and CTA to book Supply Review
Email 2: Sector proof with case study and OTIF credibility
Email 3: Explain Arrow Way with advise, supply and support steps
Email 4: Show Arrow Connect benefits with screenshots and demo CTA
Email 5: Share checklist on supplier consolidation and waste reduction
Email 6: Ask 3 qualifying questions and invite discovery call
Trigger SDR follow-up for demo views, repeat visits or pricing intent
Add direct mail follow-up for top-tier accounts after key form fills

Segmentation

Tag by sector: NHS, education, council, manufacturing, FM
Tag by role: procurement, facilities, operations, estates, cleaning manager
Tag by site count: 5 to 20, 21 to 100, 100 plus
Tag by intent: guide download, calculator use, demo request, call booked
Tag by pain: cost control, supplier sprawl, visibility, standardisation, delivery
Tag by account tier for ABM: target, priority, nurture
Score leads higher for corporate email, multi-site form data and repeat visits
Route high-fit MQLs to sales within 1 business day in Salesforce

Chatbot and Automation

Add homepage chat CTA: Book a Supply Review
Add sector-based chatbot paths for NHS, schools, councils and FM firms
Qualify with 4 fields: sector, sites, current suppliers, biggest challenge
Push chatbot leads into Salesforce with campaign and source tags
Use exit-intent form on sector pages with checklist offer
Add sticky CTA on desktop: Get Cost Audit or See Arrow Connect
Use progressive profiling on WordPress forms to reduce friction
Auto-enrich company fields from domain where possible
Trigger remarketing audiences from guide downloads and demo page visits
Build Salesforce dashboards for MQLs, SQLs, sector conversion and source ROI
Track form completion by page, sector, asset and job role
Create alerts for repeat visits from target accounts using website tracking

2. My Lead Nurturing System

Marketing CRM

Current platform: Salesforce used for lead capture, scoring and campaign attribution
Use Salesforce forms or connected WordPress forms with hidden source and sector fields
Track asset downloads, demo views, case study visits and repeat visits by account
Build lead scoring on role, sector, site count, intent and corporate email domain
Score boosts: demo page visit, calculator use, 2+ case studies, webinar registration
Route MQLs to sector sales owner within 1 business day via Salesforce task automation
Create dashboards for MQL to SQL, sector conversion, source ROI and stalled leads
Add Pardot or Marketing Cloud Account Engagement if not active for B2B nurture depth
Use Account Engagement for dynamic lists, scoring, grading and nurture journeys
Keep WordPress to Salesforce sync tight via native forms or Zapier only if needed

Sales CRM

Current platform: Salesforce
Create pipeline stages: Inquiry, MQL, Discovery, Audit, Proposal, Trial, Won, Lost
Add handoff rule when lead score and fit threshold are both met
Assign by sector: NHS, education, council, manufacturing, FM
Trigger sales alerts for pricing visits, demo requests and 2+ website sessions in 7 days
Log direct mail touches and webinar attendance against account records
Add required fields: site count, supplier count, pain point, renewal timing, stakeholders
Use account-level views for multi-contact buying groups and long B2B cycles

Automated Follow-Ups

Post-opt-in sequence: 6 emails over 21 days per lead magnet type
Email 1 instantly: asset delivery plus Book a Supply Review CTA
Email 2 day 3: sector case study with savings or standardisation outcome
Email 3 day 7: Arrow Way explainer with advise, supply and support framework
Email 4 day 10: Arrow Connect screenshots and demo booking CTA
Email 5 day 14: checklist on supplier consolidation and waste reduction
Email 6 day 21: 3 qualification questions and discovery call invite
Demo request sequence: 3 emails over 7 days plus sales task same day
Webinar registrant flow: confirmation, 24h reminder, 1h reminder, replay, CTA follow-up
Re-engagement flow: trigger after 90 days inactive with new guide or benchmark offer
High-intent trigger: sales notify when calculator completed or 2+ demo visits occur
Top 100 accounts: send direct mail pack within 7 days of high-intent conversion
Proposal-stage nurture: proof email every 5 to 7 days until decision
Proposal emails: implementation plan, OTIF proof, onboarding steps, training support

Newsletter

Frequency: 2x monthly
Audience: active leads, warm prospects and dormant opportunities
Segment by sector, role and lifecycle stage
Core pillar: cost control and total cost reduction strategies
Core pillar: product standardisation across multi-site estates
Core pillar: spend visibility and procurement control via Arrow Connect
Core pillar: service reliability, OTIF and national rollout capability
Core pillar: staff training, compliance and usage consistency
Include 1 case study, 1 practical tip, 1 asset CTA and 1 soft CTA to review
Send sector variants for NHS, education, councils and FM audiences

Retargeting & Ads

LinkedIn remarketing to site visitors, guide downloaders and webinar attendees
Goal: move warm accounts to supply review or Arrow Connect demo
Google Display remarketing for return visits to sector and demo pages
Google Search remarketing for high-intent branded and solution terms
Exclude converted opportunities for 30 days after sales engagement starts
Serve sector-specific creatives for NHS, academy trusts, councils and manufacturers
Ad CTA examples: Book a Supply Review, See Arrow Connect, Get Benchmark Report
Frequency cap: 4 to 6 impressions weekly per platform to avoid fatigue
Sync Salesforce audiences for open opps, lost opps and dormant MQL reactivation

Social Media and Content

LinkedIn company page: 3 posts weekly
Leadership or sales profiles: 1 thought-leadership post weekly
YouTube: 2 short demo or training clips monthly
Content mix: case studies, procurement tips, OTIF proof, rollout advice, demos
Publish 1 sector case study or guide monthly on the website
Repurpose webinars into clips, carousels, email nurture and sales follow-up assets
Use carousel topics: supplier sprawl, standardisation, spend visibility, training impact
Add CTA on most posts: Book a Supply Review or Watch Arrow Connect demo
Tone: straight-talking, expert and operationally focused

Webinars and Events

Quarterly webinars on reducing total cleaning supply cost across multi-site estates
Run separate sector sessions for NHS, education and councils when possible
Monthly 20-minute Arrow Connect live walkthrough with Q&A
Co-host with FM consultants or training partners to add credibility
Capture registrants into Salesforce with sector, role, sites and pain point fields
Trigger post-event nurture with replay, FAQ, case study and review CTA
Alert sales for attendees from target accounts within 1 business day

Other Nurture Channels

Website chatbot on homepage, sector pages and demo pages
Chat paths by sector: NHS, schools, councils, FM and manufacturing
Ask 4 qualifiers: sector, site count, supplier count, biggest challenge
Push chatbot leads to Salesforce with source, campaign and intent tags
Use exit-intent form on sector pages with checklist or benchmark offer
Add sticky desktop CTA: Get Cost Audit or See Arrow Connect
Use direct mail for ABM nurture after key conversions or stalled proposals
Send packs with sector one-pager, case study and Arrow Connect leaflet
Consider SMS only for webinar reminders if opt-in is captured on forms

3. Sales Conversion Strategy

Sales Process

Define 5-stage pipeline: enquiry, discovery, audit, proposal, onboarding
Add Salesforce exit criteria for each stage to stop stalled deals
Route inbound leads by sector: NHS, education, councils, industrial
Respond to all demo and audit leads within 30 minutes in working hours
Use 15-minute qualification call before full discovery meeting
Qualify on sites, spend, suppliers, pain points, contract timing, stakeholders
Map buying committee early: procurement, FM, finance, site leads, compliance
Run discovery using The Arrow Way: advise, supply, support
Use current-state audit to quantify supplier sprawl and site inconsistency
Build baseline on spend, delivery issues, product variance and admin time
Present a tailored savings and standardisation plan within 7 working days
Include rollout plan by site to reduce fear of switching disruption
Offer Arrow Connect walkthrough during proposal stage, not after sale
Include onboarding timeline with named owners on both sides
Set proposal review call when proposal is sent, not later by email
Use 48-hour follow-up after proposal to surface silent objections
Create 6-touch follow-up cadence across 21 days for warm opportunities
Trigger reactivation sequence 90 days before known contract renewal dates
Add lost-deal review step to capture price, timing, incumbent and risk reasons
Create handoff SOP from sales to account management within 24 hours of close

Sales Assets

Create sector-specific discovery script for NHS, schools, councils and FM firms
Build procurement pain audit template with scoring by site count and complexity
Create ROI calculator for total cost, not just unit price savings
Build one-page Arrow Way explainer for consultative sales meetings
Create Arrow Connect demo script by role: buyer, site manager, finance
Build proposal template with baseline, savings, rollout and service KPIs
Include OTIF proof, UK-wide coverage and training support in every proposal
Create objection-handling script for price-only comparisons
Create objection script for switching risk and onboarding disruption
Create objection script for incumbent loyalty and contract inertia
Build email templates for post-audit recap, proposal send and follow-up nudges
Create case study deck by sector with measurable outcomes and rollout detail
Build onboarding checklist buyers can share internally for approval confidence
Create procurement-ready FAQ on delivery, invoicing, product swaps and support
Develop renewal and expansion script for adding sites after initial win

Testimonials and Case Studies

Collect testimonial at 60 to 90 days after successful rollout
Ask for proof on savings, consistency, delivery and ease of ordering
Capture quotes from procurement lead and operational user where possible
Turn every strong account into a mini case study with before and after metrics
Prioritise case studies for NHS trusts, academy trusts and councils
Add social proof beside audit CTA, demo CTA and proposal request pages
Place proof blocks in proposals near pricing and implementation sections
Create Wall of Love page grouped by sector and buyer role
Use screenshots of Arrow Connect with client-approved outcome captions
Add OTIF, years trading and national coverage proof to every sales deck

Conversion Rate Insights

Track lead to discovery rate by source and sector in Salesforce
Track discovery to audit acceptance rate to spot qualification gaps
Track audit to proposal rate to assess discovery quality
Track proposal to close rate by sector, size and incumbent status
Track average sales cycle by contract type and site count
Track no-decision rate as a separate loss category
Set first goal: raise proposal to close rate by 10 to 15 percent
Set second goal: reduce response time to under 30 minutes
Review won and lost calls monthly for objection and messaging patterns

Urgency and Offers

Offer free multi-site supply review with savings benchmark for qualified accounts
Position review as limited monthly capacity from senior advisory team
Offer fast-mover incentive: free site standardisation workshop after sign-off
Offer free Arrow Connect onboarding support for deals closed this quarter
Use contract timing urgency: start audit 90 to 120 days before renewal
Use budget-cycle urgency for public sector year-end and planning windows
Message cost of delay: every month of fragmented buying leaks margin and time
Create sector campaign: ready for term start, winter pressures or year-end reviews

Guarantees and Risk Reversal

Offer phased rollout option for one region or site cluster first
Commit to onboarding plan with agreed milestones and named contacts
Offer service review at 30 and 90 days to de-risk implementation
Provide substitution and stock continuity policy in writing
Give transparent KPI commitments: OTIF, issue response time, account reviews
Offer pilot review checkpoint before full estate rollout decision

Shock and Awe

Send tailored audit summary booklet after discovery for top 50 accounts
Mail sector-specific leave-behind pack with checklist and relevant case study
Include handwritten note from sector lead after major proposal meeting
Send branded site standardisation planner to key decision makers
Deliver a custom savings snapshot graphic buyers can share internally

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Send a branded welcome email within 1 hour of signed agreement
Include named contacts for account manager, customer service and logistics
Share a 30-60-90 day rollout plan by site and stakeholder group
Run a kickoff call with procurement, ops and key site leads
Provide a tailored implementation checklist for each location type
Set ordering rules, approvals and product lists in Arrow Connect before go-live
Issue a digital welcome pack with contacts, SLA summary and escalation path
Create a site launch calendar to phase onboarding with minimal disruption
Confirm first delivery dates and stock transition plan in writing
Record a short welcome video from the account manager for key stakeholders

Communication Cadence

Weekly updates during rollout with actions, risks and next steps
Fortnightly check-ins for first 90 days with buyer and lead sites
Monthly service summary email with OTIF, issues and savings highlights
Quarterly business reviews with spend trends, standardisation and opportunities
Send proactive alerts for supply risks, substitutions and resolution timing
Use email for summaries, calls for reviews and Teams for key rollout meetings
Give site managers a direct service inbox for day-to-day support
Log all key interactions and actions in Salesforce for continuity

Client Education

Provide Arrow Connect training by role: buyer, approver, site manager
Share 3-minute how-to videos for ordering, reordering and reporting
Build a quick-start guide for new sites joining mid-contract
Offer product rationalisation guides to support standardisation decisions
Give cleaning teams access to online training for correct product use
Create FAQs for delivery windows, returns, shortages and substitutes
Run seasonal webinars on winter readiness, infection control and cost control
Send new starter packs for site managers taking over existing locations

Personalized Touches

Post a handwritten thank-you card after successful go-live
Send a branded desk reference card with key contacts and cut-off times
Celebrate first quarter wins with a tailored savings and service snapshot
Mark contract anniversaries with a review of progress and next-step ideas
Congratulate client teams on site openings, trust mergers or award wins
Send a modest local treat box after a major rollout milestone
Highlight a client success story internally and share a thank-you note
Welcome new stakeholder contacts with a personal intro email and video

Visuals and Documentation

Deliver a baseline vs current spend report after first 90 days
Show site-by-site ordering adoption and compliance in simple dashboards
Provide product standardisation maps by site or department
Share quarterly scorecards with OTIF, issue trends and savings achieved
Use clear rollout trackers for onboarding status across all locations
Archive SOPs, approved lists and training links in a shared client hub
Send annual impact reports for procurement and leadership teams

Feedback and Proactive Support

Trigger a 30-day onboarding survey for buyer and selected site users
Call any detractor score within 24 hours with an action plan
Review repeat order issues monthly to fix root causes fast
Set alerts for drop-offs in ordering activity at key sites
Monitor substitution and shortage trends and brief clients before complaints arise
Run biannual voice-of-customer interviews with core stakeholders
Keep a live issue log with owner, deadline and resolution notes
Share service recovery updates until the issue is fully closed

Guarantee or Promise

Publish a clear service promise with response and resolution time targets
Commit to transparent substitution approval on agreed critical lines
Offer a 90-day optimisation review with actions to improve uptake and savings
Promise named account support throughout the contract lifecycle
Back delivery performance with monthly OTIF reporting by account

Operational Excellence

Standardise order cut-off, delivery windows and escalation rules by account
Dress drivers and field staff consistently with branded ID and uniforms
Use delivery notes that show site name, PO and exceptions clearly
Create critical item lists for high-priority sites like wards and campuses
Maintain approved product catalogues to reduce maverick buying
Review stockholding plans for high-use and hard-to-source items
Build continuity plans for supply disruption, strikes or urgent demand spikes
Hold internal service reviews before each quarterly client review
Ensure every client has a documented account plan in Salesforce

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Move core accounts to 24 to 36 month supply agreements with annual price review clauses
Offer 2% to 4% discount for annual prepay on standardised core product ranges
Add renewal reviews 180, 120 and 60 days before contract end in Salesforce
Use site by site savings reports in renewal packs to prove total cost reduction
Include OTIF, fill rate and cost to serve KPIs in every contract renewal review
Add auto renewal with 90 day opt out for low complexity supply agreements
Offer fixed pricing windows for 6 to 12 months on high volume core SKUs

Upsells & Cross-Sells

Upsell Arrow Connect premium reporting for site spend, usage trends and exception alerts
Add managed inventory service for high use sites with agreed par levels and replenishment
Cross sell staff training subscriptions for cleaning teams and site supervisors
Add compliance packs for healthcare, education and industrial site requirements
Offer dispensing systems with refill contracts to lock in repeat consumable revenue
Create emergency response supply packs for outbreaks, spills and seasonal demand peaks
Cross sell bin liners, paper, soap and PPE to consolidate more category spend
Add quarterly product rationalisation reviews to switch buyers to higher margin ranges

Bundling & Packaging

Create multi site standardisation bundles by sector with approved core SKU lists
Bundle product supply, Arrow Connect access and quarterly account reviews into one fee
Offer Good Better Best service tiers based on reporting, support and training depth
Build starter bundles for new sites joining existing customer estates
Package dispensers plus consumables plus servicing into 24 month agreements
Create winter hygiene bundles and term start bundles for schools and campuses

Loyalty & Retention Programs

Launch volume rebate programme tied to annual spend growth and category consolidation
Offer service credits when customers expand standardised ranges across more sites
Create VIP tier for top accounts with priority service desk and executive review access
Reward training completion with rebate boosts or free on site refresher sessions
Give contract anniversary credits for adding new locations or product categories

Custom Services and Personalization

Add dedicated account plans for NHS trusts, academy groups and councils
Provide site level dashboards for each location manager with approved product lists
Offer white glove onboarding for newly acquired or newly opened sites
Build tailored approved catalogues by department, role and location in Arrow Connect
Add quarterly benchmarking reviews against internal site usage and peer estate averages
Provide custom order controls, spend limits and approval flows by site hierarchy

Pricing Strategy

Shift pricing conversations from unit price to total cost reduction and supplier reduction
Increase prices 3% to 6% on low service commodity lines where OTIF and support justify it
Hold or reduce prices on strategic lock in categories to win higher wallet share
Use tiered margin targets by account size, complexity and service requirements
Offer better rates only when customers commit to standardisation or longer terms
Review competitor pricing on core janitorial lines every quarter and lift underpriced SKUs
Add minimum order thresholds or delivery fees for low value ad hoc site orders

Customer Data and Insights

Build Salesforce health score using order frequency, category depth, OTIF and support tickets
Trigger churn alerts when site orders drop, buyers switch SKUs or logins decline
Track share of wallet by category to spot cross sell gaps in paper, soap, PPE and liners
Use Arrow Connect data to flag maverick buying outside approved core ranges
Run quarterly business reviews with savings, compliance, usage and service dashboards
Tag accounts by sector, site count and contract stage to tailor renewal plays
Monitor training usage and link adoption to reorder rates and standardisation gains

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer account credit on next invoice for qualified intro meetings
Give larger credit when referred account completes first rollout
Reward both sides with a free multi-site supply audit
Add free staff training seats for successful referrals
Offer onboarding fee waiver for referred organisations
Create tiered rewards for 1, 3 and 5 converted referrals

Shareable Assets

Build a simple referral landing page with sector-specific proof
Create email templates for NHS, education and council introductions
Give account managers a one-page referral handout PDF
Create LinkedIn post templates clients can personalise quickly
Use case study one-pagers by sector for easy internal sharing
Add a refer a peer form inside Arrow Connect

Timing and Triggers

Ask after first savings review shows measurable cost reduction
Ask after successful onboarding across multiple sites
Ask when OTIF and service KPIs are reviewed positively
Ask after training rollout gets strong site feedback
Trigger referral request at quarterly business reviews
Add Salesforce task prompts after NPS or praise emails
Train account managers to ask after solved supply issue wins

Client Success Stories

Capture short case studies with cost, control and consistency gains
Use before and after metrics from standardisation projects
Feature NHS, education and council stories by similar buyer type
Turn testimonials into referral emails with client approval
Record short video quotes from facilities or procurement leads
Add story snippets to direct mail packs and LinkedIn outreach

Partner or Affiliate Programs

Build a partner program for FM firms and contract cleaners
Offer co-branded audits for consultants in procurement and FM
Give partners tracked referral links and named landing pages
Reward introducers with revenue share or service credits
Recruit sector ambassadors from retired procurement leaders
Track all partner referrals in Salesforce campaign records

Thank-You Experience

Send handwritten thank-you cards from account directors
Give premium hampers after first converted referral
Recognise top referrers in client newsletters with consent
Invite top referrers to annual advisory roundtable
Share exclusive benchmarking insights with active referrers
Upgrade training access for teams that refer multiple accounts

Arrow County Supplies

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