SaskTel – infiNET Door-to-Door Sales Channel

Background

infiNET, SaskTel’s new Fibre Optic Network, is a $670 million dollar investment to deploy fibre optics directly to homes and upgrade the broadband network to the largest centres across SK. While traditional marketing and sales initiatives continue to prove effective, the opportunity to augment the growth strategy was identified based on best practices from other utilities in other markets.

Objective

Drive infiNET customer growth and conversions – Compliment other marketing initiatives and sales channels (outbound, inbound, and retail) during the Fibre construction and post-construction phases with direct customer contacts. Focus on competitor winaways and hard to reach homes.

Strategies & Tactics

• Attract a high-caliber sales team focusing on strong performers in other sales channels.
• Establish ongoing rep training – selling techniques, product info, and Customer Experience (CX).
• Optimize shifts for prime selling hours.
• Leverage an innovative incentive system with a mix of short and long term sales goals.
• Create exclusive D2D offers for closing.
• Setup proper processes/tools for activations.
• Ensure proper supervision and channel operations oversight.
• Leverage experiential events to provide customers with a first-hand interactive experience of the infiNET service.
• Maintain strong ongoing mass and targeted branding, messaging, and promotions in the market to support sales efforts.

Leadership

Served as Director Sponsor. Obtained Executive support to discontinue the Door-to-Door (D2D) vendor model and operationalized a new internal channel in 6 weeks of receiving approval – set direction for establishing channel operations, training, incentives, communications, promotions, and performance management.

Results

In the first year of operations, the D2D team exceeded its targets in nearly every category:

• 30,000+ doors knocked
• 8,300+ consumers contacted
• 2,100+ conversions (including up-sells)
• 175+ competitor winaways