The pain
CGS sell to tradespeople — a market that buys repeatedly, on relationships and speed. New enquiries were inconsistent, follow-up was manual, and growth meant working harder at the same machine rather than fixing it.
The problem underneath
The audit found the flaws fast, and the biggest one was not where anyone was looking. The existing customer CRM held years of tradespeople who had bought before, been happy, and then simply never been spoken to again. No re-engagement, no repeat-purchase journey, nothing. The cheapest revenue in the business was sitting in a database nobody used.
What we built
The backend first, because that is where the fastest money was.
- The CRM cleaned, restructured and put to work
- Re-engagement campaigns across the existing customer base
- A backend selling system that answers, qualifies and chases every new enquiry
- Ongoing lead generation to keep new tradespeople entering the top
How we did it
Rather than starting with new spend, we started with what CGS already owned. The customer database was segmented by what and when people had bought, and re-engagement sequences went out with offers that made sense for each group. New lead generation switched on behind it, feeding a system that now actually follows up.
The results
£14,000 of new business closed in the first seven days — all of it from the existing customer CRM, before the new lead generation had warmed up. The audit paid for the engagement before the campaigns had finished building.
The outcome
CGS now runs on two engines: a database that gets worked properly and a lead channel that keeps filling it. Everything is much cleaner, in the client’s own words, and the business is set up to grow on process rather than effort.