Case Study: How A Kitchen Retailer Generated 24 Design Appointments In Just 30 Days By Giving Away Free Information

Today we’re going to show you EXACTLY how Neil, a kitchen company owner from Cheshire gave away free information to generate 24 design appointments, and bring in a windfall of extra sales.

In just 30 days.

Can you do it as well? Absolutely! Keep reading and we’ll show you how.

Okay.  Let’s get down to it.

Take a look at the results Neil achieved between 21/07/2016 and 21/08/2016 that has generated him so far £93,500 in revenue.


The Results

We like to call these images — a slideshow of success. 😀

Neils Calls


Above is a screen shot from our call tracking system that shows Neil received 39 calls during the 30 days of running the campaign.

And below is a screen shot from our CRM software showing the number of people that requested the free information by entering their name and email.


Neils Opt-Ins


Here is another screen shot from our CRM showing 22 people who completed an online appointment form to have a kitchen design consultation (two came over the phone).


Neils Appointments


Some of these appointments are still on going but as of writing 12 have already turned into customers generating him £93,500.00 in revenue.

And this all happened across two of the most quietest months in the kitchen industry – July and August.

So that’s what a 30-day business boom looks like in numbers.

Same owner.  Same kitchens.  But a different process.

Before we walk you through the steps we took to achieve these results.  First let us tell you a bit about the strategy we used…


How The Educational Based Selling Strategy Positions You As The Market Leader In Your Area

We’ve tried and tested dozens and dozens of strategies over the years, and we keep coming back to this one.

It is the core acquisition model that works for every business and every market we’ve ever tried it in.

We call it The Educational Based Selling Strategy.

Here’s what it looks like:



How It Works:

Remember the times you’ve been given a Christmas gift, without having anything to offer in return?

It was agreed no gifts but then they bought you one anyway! 

Remember how you felt? Awful right?

You’re left with that lingering feeling you need to repay the favour.  Why? That’s the norm society teaches us.  To reciprocate.

For hundreds of thousands of years, humans have used the system of giving and receiving. It’s the principle of our civilisation.

That’s why, every time someone gives you something.  You feel obliged to return the favour.

And that feeling is an important foundation Educational Based Selling is built on.

By giving value in advance.  Without receiving anything in return.  You form a bond with prospects and gain their trust.

Educational Based Selling does this by providing information to help potential customers make a more informed buying decision and eliminate any doubts and purchase anxieties they have.  

And in doing so…  It positions you as the expert and authority in your area.

Then when potential customers are ready to speak to someone about buying their kitchen (or get a design).  Chances are they return the favour and ask you.  The person who has already helped them.

In short.  You become the only logical choice to do business with.


You Help Them. You Don’t Just Sell To Them!        

When you do this, your sole focus becomes helping your customers as much as you possibly can upfront by providing them with helpful and useful information they need to know.

This approach is much more appealing compared to asking them to call you or instantly book in a design consultation since potential customers can find this daunting.

No one likes to put themselves in a position that they might be ‘sold’ to.

There is a lot more to it than just giving them information, which we’ll explain in just a second.

But this single, subtle shift makes a huge difference and paves your way to reaching your full potential. Like we helped Neil do.

take-the-whole-pieDon’t Settle for Crumbs. Take the Whole Pie!

A scientific study conducted by the Empire Research Group found that at any given moment in time, the number of people who are ready to buy right now, will count for ONLY 3% of your prospects.

Meaning, out of the entire pool of prospects.  There’ll be 97% who haven’t made the decision to buy but are still interested in buying.

That’s HUGE.

And that’s the target audience the Educational Based Selling strategy helps you expand to.

Instead of you trying hard to reach the 3%.  It allows you to go after the whole bunch.

This is why by reaching out and offering something more appealing (and less intimidating) than a design consultation straight away.  

You are able to attract both the 3% who are ready to buy AND the 97% that are potentially interested in buying.

By doing this you immediately gain a much larger percentage of the market and generate way more sales from the exact same marketing effort.

Starting to make sense? Great.


neils-storyHow We Implemented The Educational Based Selling Strategy That Generated Neil 24 Design Appointments Totalling £93,500 (so far) In Revenue In 30 Days

Neil has been in the kitchen business for around 5 years and he’s built it up to where he manufacturers the kitchens himself with the average price tag being around £10,000.

However.  Like most business owners.  He was stuck in a loop and was struggling to take his business to the next level.

He knew the potential out there and knew the potential scaling his company would do for him.  

But he just didn’t have the time or resources to work out the best way to do this.

That’s where we came in.

So now that you’ve got a bit of the background.  Lets walk you through the steps we took for Neil to achieve his results so you can do the same in your kitchen business.


specific-landing-pagesStep 1: Create Specifically Designed Landing Pages

Your landing page where you offer your free information is vital and can mean a world of difference in a matter of seconds.

Depending on how it’s laid out.  How it’s structured and what is said.  A potential customer will either click away and go to your competition’s website or request your free information and go on to buy a kitchen from you.

The latest industry stat suggests we now only have 5 seconds to get a prospect’s attention when they land on our website.


So the landing page you send prospects to has never been more important.

Over the years we’ve tested over 2,000 different variations of landing pages to find which one is best.

Take a look at the illustration below.


Kitchen Opt-in Page Example

Now, landing pages do vary slightly depending on where the visitor has come from.

Why? Because we need to communicate with the subconscious of the people visiting our page.

Sounds a bit Derren Brown-esque we know but it’s an important element to think about if you want your page to convert.

For example, your page needs to be slightly different if the visitor comes from Google rather than Facebook.

Reason being.  Someone searching in Google is in a very different frame of mind compared to if they’ve just seen an advert on Facebook.


follow-up-emailStep 2:  Integrate an Email Follow Up Sequence

Once prospects requested the information, some of them immediately booked for a design consultation.

However, we knew the majority wouldn’t be ready just yet (remember the stat — 97% haven’t yet made the decision to buy).  

This was not a problem for us as we knew we could continue to nurture these people via email until they were ready to buy.

So these prospects received an email follow up sequence that drip fed more helpful and useful information to them. 

(At the time of writing 20% of the 24 design appointments were generated via this follow up sequence and we’re expecting this number to increase to 50% over the next coming months).

The aim of the email follow up is to answer or alleviate any questions, fears or frustrations that prospects might have.

By doing this, we were able to address and eliminate any potential reason they may of had about buying a kitchen and reassure them it won’t happen when using Neil’s company.

The beauty of a follow up email sequence is it’s done automatically over a period of time and once a prospect is ready to buy and completes the design consultation application form their email address is removed from the system and they stop receiving emails.

NOTE: Would you like us to help you use this strategy to bring in an extra 10 or even 20 kitchen jobs a month, for free? Click here to find out more


getting-eye-ballsStep 3: Getting Eye Balls

After setting up the landing pages and having the email sequence in place.  It was time to get in front of a decent amount of people.

While Neil was working with a handful of customers.  We were aiming to get him a bucket full.

We targeted a group of over 120,000 people that matched Neil’s target customers and then went to work to make sure they noticed us. 

How did we do it?

First we set up Google search ads for anyone looking for a kitchen within 11 miles of Neil’s location.

We also set up search ads for Bing and Yahoo.

Plus we ran Facebook ads to men and women aged 40 plus that lived within 11 miles of Neil.

(All these ads were going to different versions of landing pages.)

We also created Facebook video ads.

This allowed us to get in front of 122,000 people that were Neil’s ideal customers.

Since what we were doing at the time was a test.  We only concentrated on a small area.

Now that it’s worked so well, we’re looking to expand the area and combine it with running evening more advertising sources to get Neil even more exposure.  😀


retargeting-techniqueStep 4:  Our Secret Weapon

Part of the success story we create is not giving up on those who are still unsure if they want to buy.  

If prospects leave.  We know how to get them back.

Retargeting is our secret weapon for doing this and help us constantly engage with anyone who has ever visited our site.

To put it simply, retargeting is a piece of code given by advertisers that you put on every single one of your webpages.  

The code allows you to then know what pages a prospect has visited and what ones they haven’t.

So when a potential customer left our site.  We knew what they have seen and what they hadn’t.

The code looks like this:



This allowed us to display custom ads or banners on third party websites as well as ads on Social Media sites according to their interactions with Neil’s site.

That way we’re able to follow prospects during their daily routine of surfing the internet and keep Neil front of their minds and encourage them to take the appropriate next step with him.

Let us give you an example of how it works.

We were sending visitors to the specifically designed free information landing pages from Google, Facebook, banners on local sites, etc.  

Of the 100% of people who clicked on our ad and went to our landing page.  Approximately 45% would request the information.  While the other 55% would just leave.

We knew people who left were interested in getting a new kitchen because they clicked on the ad but they weren’t quite ready to request any information. 

That’s where retargeting kicks in.

We follow these people around the internet with banner ads on third party sites along with ads on Social Media sites driving them back to the information they didn’t request OR other pieces of information they might be more interested in.

We also retargeted people that did request the information but didn’t request a design appointment with different ads to try and get them to request an appointment.

This massively enhanced Neil’s exposure in his area as the potential customers were now seeing him everywhere which built authority and made him look like the market leader in his area even though at the time he wasn’t. 😀



By relying on our Educational Based Selling strategy, Neil became the true market leader and the name that came to mind when people in his area thought about buying a new kitchen.

He changed the kitchen retailing game in his community by being the only one willing to help his potential customers before trying to sell them a new kitchen.

The free information he was giving away earned him the trust of people fed up with being ‘sold’ to by nameless competitors.

And instead he became a person people trusted even before meeting or speaking to him over the phone.



He closed way more people from his design appointments into customers and made way more money per sale than he ever thought possible.

Put into numbers.

In 30 days, Neil has closed £93,500 in sales using the Educational Based Selling strategy and still has 107 local prospects on an email follow up sequence that will potentially turn into design appointments and sales in the months ahead.

If Neil was still relying on his old method he would be just another kitchen retailer in line.  Hoping for good sales days.

Instead.  He is the market leader in his area with a flourishing business and an even brighter future ahead. 

All that in 30 days is nothing short of amazing!

The Educational Based Selling process is an incredibly effective way to easily increase sales from the traffic you already generate to your business, and from all the future traffic you get.

Yes, it takes time to implement.

But by using this process in all the marketing you do.  You know you will attract and convert more people into customers.

That brings this case study to a close. I hope you’ve enjoyed reading it as much as we’ve enjoyed writing it for you.

We’ll leave you with this one last question.

How will you use this strategy to increase your kitchen sales?

We’d love to get your feedback and answer any of your questions. Or even better, let us know the results you’ve got from implementing this into your kitchen business. 

Gary Michaels & James Michaels
Managing Directors of Strategic Shape


NOTE: Would you like us to help you use this strategy to bring in an extra 10 or even 20 kitchen jobs a month, for free? Click here to find out more






Being in e-commerce for 7 years and in charge of over 20 online stores, I’m very familiar with running marketing campaigns as we often run campaigns ourselves so I have to admit I didn’t think Strategic Shape’s marketing would do any better than anything we’ve previously done before. But after seeing their campaign bring in 118 new sales that generated £6,490 in less than a week we were extremely impressed. I’m completely blown away and I’d highly recommend everyone use them.Matt, Marketing Director

We’ve been doing our own marketing for approximately 6 months, our response was pretty low and we were not getting a return we would have liked. We decided to use Strategic Shape’s campaign and were surprised at how many sales came in straight away. We’ve produced 4x more sales than anything we’ve ever done and our up and coming events are full thanks to Strategic Shape’s campaign. I’d definitely recommend giving them a try as they’ll certainly increase your sales. Thanks so much for all your helpGarry, Circuit Manager

I’ve been doing my own marketing for years and have previously tried other marketing companies’ that have only ever produced very poor results so I wasn’t convinced Strategic Shape would be any different. However, when we rolled out their campaign, I was shocked on how much response we got. We generated £1,350 in profit in the first 10 days of working with them. To date this has been one of the most effective marketing campaigns we’ve ever used. It’s nothing short of amazing. Thanks so much.Peter, Managing Director

I’ve been building my customer database for years but never knew how to get the most back from it and at the same time do it in a way that wouldn’t annoy them. When Strategic Shape introduced me to their re-activation campaign, it was so different than anything I would have thought of doing, I decided to give it a go. The results have been amazing. I got a number of sales immediately from it, plus it has got me back in touch with a number of large company contacts who have committed to using our service soon. Overall I’m extremely pleased with the campaign and am looking forward to running it again later on in the year.Peter, Managing Director



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