Initially, MAN and their 9 Dutch dealerships (33 locations) was only using the Salesforce CRM-solution. Marketing Manager Roy van de Giessen shares how over time, they discovered ever more needs with regards to Salesforce. ‘We were looking for more knowledge and capacity for Salesforce.’ On LinkedIn (‘We didn’t want a big consultancy firm’) they found Welisa.
The question behind the question
What made MAN decide to work with Welisa? Roy: ‘Their incredible knowledge of Salesforce. In our own organisation, it’s impossible to get this level of knowledge in-house and keeping it up-to-date would be even harder. Welisa put themselves in our shoes; they looked for the question behind the question. What would really improve MAN’s business processes?’
‘Welisa looked for the question behind the question. What would really improve MAN’s business processes?’
Road Trip from small to big Milestones
The MAN Roadtrip started with small Milestones. Initially they asked Welisa for Salesforce administration and to arrange support for the MAN dealerships. ‘Up to then, we basically delivered leads to our dealers based on their postcode. We had no idea what happened with those leads and what the results were.’ Roy explains. ‘We realized that we lacked essential insights into the sales process; the major Milestones.’ Welisa launched a pilot project for one of the dealerships with the goal to get more insight into the sales funnel.
Sales funnel insights
Potential customers are divided into 9 segments in order to improve the way we approach them. Roy: ‘We created overviews of the work flow; from leads to conversations to quotes and the result: deal or no deal. Why did one conversation lead to a deal and another not?’ MAN discovered that definitions play a huge role in this. ‘For one colleague a company becomes a lead in the first conversation, the other creates a lead when they send a quote. While setting up the sales funnel, we developed a new market approach method.
User adoption is key
Welisa translated the new market approach method to Salesforce. But it didn’t end there, says Roy. ‘Welisa places a strong emphasis on training the end user, so that they adopt and actually use the new method. Adoption is key.’ Together with their dealerships, MAN is now able to work the market in a more effective way. The blue print that was developed in the pilot project will be rolled out for all dealerships in the Netherlands in the next 1.5 years.