How One Energy Company Closed a $115K Deal After Refining Their Sales Strategy
Outbound BDR
Energy
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About Our Partner
Our client is a small solar and LED energy solutions provider with fewer than 20 employees. Before partnering with Abstrakt Marketing Group, they relied heavily on referrals to generate business. With limited resources and no dedicated sales team, they struggled to build a predictable pipeline—just as the COVID-19 pandemic was about to disrupt the market.
Client’s Challenges
The client needed a sales strategy that could deliver consistent, qualified opportunities in large-scale industries like commercial office buildings, warehouses, manufacturing facilities, and schools.
Challenges included:
Limited sales infrastructure: No dedicated sales team to prospect or nurture leads.
Long sales cycles: Energy projects often required months of outreach before an appointment was secured.
Ineffective closing process: Proposals were sent by email, often getting lost in inboxes, while competitors won deals through in-person presentations.
Pandemic obstacles: COVID-19 stalled opportunities in 2020, leaving the client frustrated and considering canceling the program.
The missing piece was not just generating leads but converting them into signed contracts.
Our Solution
Abstrakt launched a B2B appointment setting program in March 2020, focusing on highly targeted industries and facilities with over $25M in revenue and 50,000+ sq. ft. of space. The process included:
Strategic prospecting to identify qualified companies and key decision-makers (facilities managers).
Lead nurturing through multiple touchpoints, keeping opportunities alive until the timing was right.
Best practice adoption: In early 2021, Abstrakt recommended a major shift—reviewing every proposal in a face-to-face or virtual meeting rather than relying on email. This change ensured prospects clearly understood value and differentiation.
By tightening the client’s closing process and sticking to proven appointment setting best practices, the program was positioned for success.
The Excellent Results
After nearly a year of limited traction, persistence and process refinement paid off:
$115,000 LED lighting deal closed with a private K-12 school in March 2021.
4 months of nurturing led to the appointment, proving the importance of patience.
Sales process transformation: By meeting prospects directly, the client differentiated themselves and secured deals competitors might have won otherwise.
Momentum shift: Within just two months of adopting new best practices, the client went from stagnant to revenue-generating.
This story illustrates that building a successful energy sales strategy requires patience, persistence, and a commitment to best practices. When all pieces of the pipeline align—prospecting, nurturing, proposals, and closing—growth becomes predictable and sustainable.
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