Salesforce Automation: StoreWALL Improve Lead Referral Process
The Client
StoreWALL manufactures and distributes wall organization systems for home and industry. The firm has a nationwide network of independent dealers and contractors who design and install solutions for garages and other areas with a potential for high abuse, which can come from exposure to chemicals or chemical vapors, mold or mildew growth, high-traffic areas or wear and tear from commercial or industrial applications. StoreWALL products are designed to last a lifetime.
The firm has an international network of distributors who handle sales and marketing in Canada, Australia/New Zealand, Europe, South Africa and Guatemala. Their patented system of wall panels and accessories has won numerous awards for function, design and aesthetics.
The Client’s Need
The team at StoreWall was noticing significant delays and inefficiencies within their web-based lead management system. In some instances, leads were taking days, sometimes weeks to reach an appropriate dealer contact. Because StoreWall receives many leads online, a rock-solid process for getting their leads out to create a positive customer service experience is a must.
There was an obvious need for the StoreWall to implement a practical and efficient software application that would cut back on the delays and improve overall distribution, without adding any further complexity to the entire sales process.
How HighOrbit Helped
StoreWall currently has both consumer and dealer leads coming in through their website. After the information has been acquired online, HighOrbit automatically qualifies the lead into one of those two categories. After information is entered into the StoreWall website, The HighOrbit system immediately notifies both dealer and consumer leads via email.
HighOrbit also helps to identify the best possible dealer to assist the new consumer lead, based on dealer proximity to the lead and the service offerings they provide. Previously, consumer leads could take days to reach a dealer. But since the implementation of HighOrbit, dealers receive notification of a new sale opportunity immediately.
Integration with CRM— HighOrbit is directly integrated with the company's SugarCRM customer database. The direct integration between the 2 systems has eliminated the need for manual data entry, thus eliminating data entry errors. More importantly, the direct integration significantly reduces the time required to process and distribute leads. The lead record is sent to HighOrbit via web forms, and once sent, the lead is immediately contacted by email and the StoreWall sales team is notified of a new lead. The instantaneous response coupled with immediate visibility has significantly improved the opportunity to win a customer.
StoreWALL has also integrated HighOrbit with their Bronto email marketing system. Because of the integration there is no need for manual data entry, and both consumer and dealer leads are automatically queued to be nurtured by separate email campaigns. Because of HighOrbit, the entire process is seamless and automatic, and it's all triggered by a single "contact us" web form submission.
The Results
• Sales Improvement—since the implementation of the HighOrbit system in June of 2008, StoreWall has acquired 190 dealer leads and is averaging 175-200 leads per month on the consumer side.
• Time Savings—HighOrbit has shortened the amount of time required for StoreWall to recognize what leads they need to focus on, and if the leads appear to be profitable.
• Off-Site Notification— another benefit of the HighOrbit system is that the StoreWall staff does not have to be in-house to receive notification of a lead. They can be notified after business hours via email, leading to a quicker response.
• Instant Follow Ups— the HighOrbit system gives StoreWall the ability to schedule follow ups automatically. Previously, this process took much longer because it was done manually.
“The staff at HighOrbit was very responsive to our company’s needs. They gave us a myriad of options to integrate with our back office systems, including accounting, CRM and email automation tools. Now we’re able to immediately connect our dealers to a customer who has StoreWALL top of mind. And because of HighOrbit, it happens automatically!” Rick Chamberlain, director of sales and marketing for StoreWALL said.
|