BitWide|Cold Calling as an Extension of an Existing Sales Team
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Cold Calling as an Extension of an Existing Sales Team

All Case Studies
Cold Calling Engagements

Cold Calling as an Extension
of an Existing Sales Team

Fuel & Lubricants Distribution  ·  Western Canada & Alaska  ·  Established 1989

IndustryFuel & Lubricants
Company Size100+ Employees
Target MarketIndustrial & Commercial Operators, Western Canada & Alaska
ChannelCold Calling
EngagementOngoing Sales Team Extension
The Situation

An established sales team.
Not enough hours in the day.

AFD Petroleum has been supplying bulk fuel, lubricants, and on-site tank systems to businesses across Western Canada and Alaska since 1989. They have an established sales team, strong market presence, and a product that sells well when it gets in front of the right people.

The constraint wasn't the product or the team — it was capacity. A sales rep has a finite number of hours, and prospecting is the most time-consuming part of the process. Every hour spent on cold outreach is an hour not spent on developing existing accounts, managing relationships, and closing.

AFD came to BitWide not to replace their sales team, but to extend it. They needed high-volume cold calling running in parallel with the team's existing work, with one specific requirement: the calls had to feel like they were coming from AFD, not from an external agency.

Sales Team Bandwidth
Reps were spending time prospecting that could be better spent on higher-value sales activities. The pipeline needed volume the existing team couldn't provide without sacrificing account quality.
Authenticity of Outreach
In a relationship-driven commodity market, calls from an unknown number or agency branding would undermine the engagement. The solution had to feel like AFD calling — because it would be.
High-Volume Market with Real Opportunity
The fuel and lubricants market has high phone pickup rates, straightforward offerings, and buyers who routinely use multiple suppliers. Getting through was achievable — the issue was doing it consistently at scale.
What We Built

A calling operation that runs
as part of the AFD team.

BitWide designed a cold calling system integrated directly into AFD's existing sales structure — not layered on top of it.

01
Campaign Design and Territory Planning
BitWide worked with AFD's team to map territories, define the target prospect profile across their service regions in Western Canada and Alaska, and build calling campaigns matched to each rep's coverage area. The goal was pipeline that fed directly into existing rep relationships rather than creating a parallel sales track.
02
Calls Out from Rep Phone Numbers
Every call goes out from the individual rep's phone number, not from a generic call centre line. When a prospect picks up, they're talking to someone calling on behalf of their AFD rep. When a prospect misses the call and calls back, it rings directly to the rep. The handoff is seamless and the relationship starts with the right person from the first interaction.
03
Messaging and Data Management
BitWide handles the campaign design, call scripts, and prospect data on an ongoing basis. Contact lists are built and maintained for each rep's territory, keeping the calling pipeline consistently stocked without the rep needing to spend time on list building or data hygiene.
04
~1,000 Calls Per Week, Ongoing
The campaign runs at approximately 1,000 calls per week on a sustained basis. This is not a short-term burst — it's a consistent outreach operation that runs in the background while the sales team focuses on what they do best. Callbacks, meeting requests, and information requests flow directly to the relevant rep in real time.
What the System Produces

1,000 calls a week.
Every callback goes straight to the rep.

The campaign runs continuously, generating a steady flow of inbound callbacks, meeting requests, and information inquiries without pulling a single rep away from their existing accounts.

~1,000
Calls Per Week
Sustained ongoing volume
Direct
Callbacks to Reps
Missed calls ring back to the rep's line
High
Pickup Rates
Industrial market, straightforward offering
Ongoing
Engagement
Continuous pipeline activity

The AFD engagement works because of how it's structured, not just because of the volume. Calls going out from rep numbers means every callback is a warm handoff — the prospect already has the rep's number in their phone. Meetings, info requests, and pipeline activity flow directly into the rep's existing workflow with no handoff friction.

The market conditions matter too. Fuel and lubricants buyers commonly use multiple suppliers, understand the product category quickly, and pick up the phone at higher rates than many B2B categories. BitWide's campaign is designed specifically around those conditions, and the sustained weekly volume reflects a system that's working well enough to keep running.

Already have a sales team.
Need more pipeline for them.

If your reps are good at closing but don't have enough top-of-funnel activity, book a call. We'll assess whether a calling extension makes sense for your market and your team structure.

Book a Free Call → See More Results