How a Payment Solutions Expanded in the UK

Company Background

A 50M+ payment solutions company serving the hospitality sector.

They had built a successful business in their home market by being the leader in POS and payment solution. 

Their sales team relied heavily on warm leads and referrals. They were also prospecting themselves.

But in an increasingly competitive landscape, this wasn't enough to fuel the ambitious growth plans ahead.

The Status Quo:

• Established market presence in their home territory
• Strong product-market fit with POS and payment solutions
• Experienced sales team of 15 professionals including 3 in the territory in scope
• Steady but limited lead flow from existing channels

The Geographic Expansion Challenge

The board issued a challenge that would change everything: expand into the United Kingdom market.

This wasn't just about growth. It was about proving their solution could thrive in new territory where their brand carried no weight.

The mission was clear but daunting:

• Generate positive ROI in an unknown market
• Map the competitive landscape
• Build a predictable lead generation engine
• Support the sales team with qualified opportunities

Initial Obstacles and Concerns

In the first month of activity, we were met with several challenges:

• No brand recognition in the UK market
• The unit economics forced us to be efficient in our execution

The Partnership Decision

Profitbl brought a different philosophy:

Our Unique Approach:

• Senior SDRs instead of junior salespeople
• Go-to-market consulting, not just execution
• Focus on decision-makers, not just contact volume
• IP sharing to build internal capability

"We don't just execute". "We fix the fundamentals that make execution successful."

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Implementation and Launch

The Payment company committed to a 3-month pilot program. Within 7 days, the first prospecting calls were made. 

The outreach started in 7 days:

• 30-minute strategy session to align on goals
• ICP and messaging workshop
• Tech stack optimization
• Launch of targeted outbound campaigns

Early Challenges and Market Reality

The UK market proved to be difficult to enter at first The first major challenge emerged immediately:

The Primary Obstacle: Most UK hospitality businesses were already equipped with payment solutions. The objection was consistent: "We already have a provider."

Month 1 results reflected this harsh reality:

• 7 qualified meetings generated
• Conversion rates below expectations
• Team morale tested

So we worked to adapt the messaging and isolated the objection. 

The Breakthrough Strategy

They dove deep into the data, seeking patterns and insights that others had missed.

The Breakthrough Moment: They discovered how to reframe the "already equipped" objection, turning it from a roadblock into a conversation starter.

Dramatic Results Achieved

Month 2 brought transformation. Armed with new messaging and refined targeting, the results were dramatic:

🎯 21 Qualified Meetings Generated

A 300% increase from Month 1

💼 £285,000 Pipeline Created

By Month 3, proving market viability

⚡ 4-6 Meetings Per Week

Consistent, predictable lead flow established

We had validate a scalable way to increase results through the phone. 

The Scalable Solution

Success in the UK market wasn't just about the numbers, it was about the transformation of capability.

Strategic Assets:

• Formalized positioning and messaging for new markets
• Documented sales processes and scripts
• Enhanced tech stack for outbound prospecting
• Data-driven approach to objection handling

Client Insight: "It's great work. We'd like to analyze all the data you've gathered. Use AI to extract the main objections and questions. We'll use that data to improve our marketing."

Long-term Impact and Transformation

The Transformation Achieved:

• Proven market entry strategy validated in 3 months
• Scalable lead generation system delivering consistent results
• Enhanced sales capabilities across the entire organization
• Competitive intelligence for strategic decision-making

Current State and Future Growth

Today, our hero operates with confidence in multiple markets. The UK expansion has become a blueprint for future growth, with ongoing campaigns generating steady results and the sales team finally operating at full capacity.

The Future Outlook:

• Continued UK market expansion with proven methodology
• Replicable process for expanding in additional territories
• Sales team operating at optimal efficiency
• Pipeline predictability enabling strategic planning

Key Takeaways for Business Leaders

For CEOs and Founders facing similar expansion challenges.

🔑 The Success Formula:

1. Fix fundamentals first - Strategy before execution
2. Invest in senior talent - Quality over quantity in prospecting
3. Embrace objection pre-framing - Turn obstacles into opportunities
4. Commit to the journey - Results require persistence through initial setbacks
5. Focus on decision-makers - Quality meetings drive quality outcomes

The Ultimate Lesson: Geographic expansion isn't just about finding new customers. it's about building new capabilities that transform your entire organization.

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