How We Reached New Customers Without a Sales Team

4 min read

In a Nutshell

CHALLENGES

• Existing outreach initiatives were insufficient

• Aftermath of economic volatility in 2024

• Lacking a dedicated sales team

RESULTS

• Improved company branding and positioning to attract new decision-makers

• Bridging the gap between Melius’ solutions and their prospects’ needs

• 2 deals closed

   

The Full Story

Finding new customers in a small country like Belgium is challenging, and becomes more difficult when existing sales methods stop working, on top of economic volatility and shrinking resources.

This was what project management consultancy, Melius, was going through, and they needed a solution fast. When Aurora Live approached managing partner Chloë Sangulin, the offerings felt too good to be true. 

“I was quite sceptical because it felt too easy, but the proof is in the pudding. Aurora Live connects us with the right prospects to have 1-to-1 meetings with.”

Finding New Ways to Reach Customers

Chloë and her team took on sales and customer outreach themselves. There came a point when they struggled to identify the right decision-makers within target companies.

They relied primarily on LinkedIn for customer outreach and attended networking events, but never achieved the desired outcomes. The volatile economic climate since 2024 has also made it challenging to find new customers, prompting Melius to seek alternative ways to make new contacts.

When Aurora Live approached Chloë, she found that it provided solutions to help Melius adapt to that economic situation, allowing them to navigate a slow-moving market.

She also mentions that partnering with Aurora Live made more sense from a cost and ROI perspective.

“I’m happy to know Aurora Live exists. Right now, it delivers strong ROI for our business and provides access to a sales capability that fits our current stage of growth.”

Looking for the Right Decision-Makers

Melius’ solutions encompass project management and training, elements that benefit most functions across various industries. The challenge is identifying project management stakeholders who understand the maturity levels of their project management initiatives.

“Our prospects belong in many sectors. We target C-levels across functions, whether it’s HR, finance, or IT, with project management needs and decision-making power.”

Chloë also praised the Aurora Live platform for showcasing not only the job titles of decision-makers but also their deeper responsibilities. The platform was also easy and user-friendly.

“I care about the job titles of prospects when screening and their responsibilities within the company.”

Learning Who to Focus On and Why

Chloë identified the potential of Aurora Live early on, signing up for 200 meetings from the initial 60 meetings. She lauded the decision-maker pool for their candor, engagement, and interest in Melius as a company.

“The C-levels I spoke with were friendly, invested, and interested. That gave me the confidence to extend the Aurora Live partnership.”

Aurora Live members are used to attending the meetings, know what to expect, and know how to communicate with new partners, especially if they don’t need their solution right now or aren’t the right person to speak to.

“Most decision-makers are friendly, engaged, thinking out loud, open, and honest.” 

What the Market Taught Melius about Their Value

The steady stream of 1-to-1 meetings with decision-makers also made Melius realise which of their offerings were the most valuable. The meetings offered Melius important feedback that helped sharpen its sales tactics, marketing approach, brand positioning, and USPs.

“We're a consulting company, but we also offer training services, which most decision-makers I spoke to have an appetite for. I never would have known this need if it weren’t for the meetings.”

From Early Wins to Long-Term Confidence

Gaining two deals from the initial partnership with Aurora Live reassured Melius to renew the collaboration.

Both deals were realised within a month of the first 1-to-1 meetings with decision-makers. Chloë is also hopeful that more deals are in the works due to positive connections and conversations, but it just wasn’t the right time for the prospects.

Additionally, Chloë mentions that Aurora Live is a top-of-mind partner for expansion when the time comes.

“If we ever expand to the Netherlands, working together with Aurora Live will be a logical move because of your big client base there.”

A More Connected Way to Grow

“We have expertise, but we don't have a sales team. The client has the needs, but they don't know us yet. Aurora Live bridges the gap between our experience and the prospect’s needs.”

*The insights have been edited for length and clarity.

About Melius:

Melius is a consultancy company specialising in end-to-end project, program, and portfolio management. The company prides itself on identifying potential challenges before they affect its clients’ strategic goals. Melius’ experience spans the entire project lifecycle, exposing them to the full range of challenges experienced by project managers, project sponsors, and all stakeholders throughout the project lifecycle.