For René Lunenborg, owner of BWC, it is clear. He wanted to get a better grip on sales and that this required a CRM was no question for him. ‘It seemed to make sense for us to work more systematically together. Based on sales opportunities and with clear margin models for cooperation with dealerships.’ Welisa could do something with that, he says. ‘They were knowledgeable and understood our processes and demand. That is an important factor for success.’
100% happy
Welisa has since implemented Salesforce at BWC. Various processes have been automated and with the Sales Cloud, BWC has clear insight into customer data, sales opportunities, orders and service subscriptions. Integration has also been made with the financial package Exact Online and with Spotler, software for automated e-mail marketing. This provides better insight into leads. René: ‘Such a new system and working method has an impact on the employees. They are used to a certain method, so it takes time. Now, after a few months, I am 100% happy.’ René expects an improvement in net operating profit thanks to clear processes.
Local hero
René enjoys working with dealerships. ‘The dealer is the local hero. Everyone in a village goes to him. They are important partners for us. This is why BWC recently switched to a new way of working – the Omega Success Formula – which is based more on the relationship with the sales partner. ‘Whether you sell something is often linked to the price, of course,’ René knows, ‘but we also focus on other facets in the cooperation. We want to make business cases together with the dealer. For example, we make our mechanics available for training or a dealer mentions us on his website in exchange for extra margin. This is how we enter into all kinds of partnerships. We can monitor these new forms of cooperation well in Salesforce.’
‘Working with Salesforce gives us a better operating result.’
The company BWC
- Stands for Best Water Choice and has been supplying water softeners to both individuals and businesses for 25 years. The Omega water softener removes limescale from water, resulting in a limescale-free bathroom, streak-free windows and soft skin, among other things.
- Focuses on the higher segment, with excellent quality and a higher price.
- Sells water softeners not only in the Netherlands, but also in Germany and Spain.
- Operates from the Netherlands with 12 people and various partners and dealerships.
The challenge
- BWC does business with consumers (B-to-C), businesses (B-to-B) and dealerships that supply consumers (B-to-B-to-C). BTC wants to get a better grip on sales and be able to perform analysis.
- Process orders more easily, work on the basis of sales opportunities and improve e-mail marketing.
- Work more efficiently through process optimisation and clear management of mechanics.
- Clear margin models for cooperation with dealers.
‘Welisa is knowledgeable and understood our question immediately.’
The solution
- Thanks to Salesforce, several processes have been automated. This allows BWC to work in a more task-oriented way.
- Via Sales Cloud, BWC has clear insight into leads, customer data, sales opportunities, orders and service subscriptions.
- Leads are better understood through integration with Spotler, software for automated e-mail marketing.
- An integration has been made with the financial package Exact Online.
The results
- BWC is thickly satisfied with Salesforce. There is clear insight into important customer information and the sales team can also easily access that information on the road.
- All BWC colleagues now all work the same way, based on sales opportunities. This results in a yield improvement of a few percent on the net result.
The future
- BWC’s next wish is to create a dealer portal so that the company can channel leads to dealers and make collaboration easier.
