Kate Cherven

Winning Every Order: Using Pricing Strategy, Customer Reactivation, and Sales Enablement to Increase Order Volume

Overview

As Customer Experience & Communications Marketing Manager at United Site Services, I partnered with Sales, Pricing, Customer Experience, and Operations teams to address a significant decline in service orders during the off-season period.

The business faced declining portable restroom unit deployments and reduced order volume compared to previous years. Internal review revealed that pricing increases had impacted conversion rates among small and mid-sized job sites, creating an opportunity to re-engage lost prospects and win back business.

I helped develop and execute a cross-functional initiative called "Winning Every Order", focused on increasing inbound opportunities, reactivating dormant customers, improving quote follow-up processes, and enabling sales teams with more flexible pricing strategies.

Business Challenge

The company experienced:

• Year-over-year declines in unit deployments and service volume
• Reduced conversions among smaller and mid-sized job sites
• Increased price sensitivity among customers in the $20–$35 rental range
• Thousands of unconverted quotes and dormant opportunities in the CRM
• Seasonal demand fluctuations impacting revenue performance

Leadership challenged the organization to "bend the seasonal curve" by generating incremental orders before year-end while maintaining profitability.

Strategy

Working with cross-functional stakeholders, I helped support a multi-channel growth strategy focused on three key areas:

1. Customer Reactivation

We identified large segments of:

• Lost opportunities
• Unconverted quotes
• Dormant customers
• Previous customers who had not ordered during the current year

To re-engage these audiences, we developed targeted outreach campaigns featuring limited-time off-season pricing incentives.

Key initiatives included:

• Win-back email campaigns
• Follow-up campaigns for previously lost opportunities
• Reactivation campaigns for former customers
• Outreach to prospects who cited pricing as a primary objection

2. Sales Enablement & Pricing Communications

The business introduced temporary off-season pricing adjustments designed to help sales representatives close more deals.

To support adoption, I partnered with internal teams to:

• Communicate pricing changes across sales channels
• Develop messaging and sales guidance
• Create internal campaign materials
• Provide sales teams with promotional assets and image libraries
• Support scripting discussions around pricing conversations and objection handling

The goal was to give sales teams additional flexibility while maintaining pricing guardrails.

3. Lead Nurturing & Opportunity Recovery

We identified significant untapped value within existing lead databases.

Marketing and sales teams collaborated to:

• Revisit older quotes and stalled opportunities
• Nurture web leads that had not converted
• Create follow-up workflows for recent quotes
• Segment leads based on quote value and recency
• Prioritize high-potential opportunities for sales outreach

To improve responsiveness, the Customer Experience team also reinstated warm call transfers directly to sales representatives, reducing delays between inquiry and follow-up.

Marketing Execution

Our key marketing initiatives included:

Digital Campaigns

• Increased marketing investment to drive additional inbound calls and lead volume
• Executed customer reactivation email campaigns
• Promoted special off-season pricing offers
• Supported pre-construction and pre-bid marketing collateral distribution

CRM & Database Marketing

• Segmented customer databases for targeted outreach
• Built campaigns around lost opportunities and dormant accounts
• Developed follow-up strategies for recent and historical quotes
• Created audience lists for sales development representatives and inbound sales teams

Internal Communications

• Launched the internal "Winning Every Order" campaign
• Shared sales enablement resources and creative assets
• Promoted best practices and pricing success stories across teams
• Maintained visibility into campaign performance and order volume trends

Testing & Optimization

To identify the most effective reactivation strategies, we proposed A/B testing across multiple customer segments, including:

• Previous customers
• Lost opportunities
• Recent quotes
• Older quotes impacted by prior pricing increases

This approach allowed the team to determine which audiences generated the highest response and conversion rates.

Cross-Functional Collaboration

This initiative required close coordination across:

• Marketing

• Pricing
• Sales
• Sales Development Representatives (SDRs)
• Customer Experience
• Operations Leadership

My role focused on aligning communications, campaign strategy, customer outreach planning, and sales enablement efforts to support revenue recovery goals.

Key Takeaways

This initiative demonstrated how combining pricing strategy, customer lifecycle marketing, CRM segmentation, and sales enablement can create measurable revenue opportunities without relying solely on new customer acquisition.

By leveraging existing customer data, re-engaging dormant accounts, and supporting sales teams with stronger tools and messaging, we created a scalable framework for recovering lost demand and driving incremental growth during a challenging seasonal period.