Delivering sales and engagement through an insight led, omnichannel approach to fleet sales
Our client wanted to increase their visibility of the fleet market, increase the number of corporate customers they had a direct relationship with, and develop and manage a CRM platform. We had just 7 weeks to recruit and train the team, with a CRM system designed developed and implemented 2 weeks later.
We have developed a data led, omnichannel approach to fleet sales, incorporating data and insight, CRM and digital marketing, contact centre lead generation, and a face to face sales team. Our insight led approach to fleet sales focuses on identifying a customers propensity to purchase based on the information captured at every touch point. By implementing an omnichannel solution, we have been able to increase customer engagement, tailor individual customer journeys, and create personalised content to increase engagement.
Our B2B contact centre division integrate into this customer journey, contacting prospects at the right time, and delivering the right message. The team of 8 face to face sales professionals were recruited based on the behaviours and skills we know delivers success. They had a mix of experience, however were inducted into the world of automotive and fleet through our ‘Fleet Sales Academy’ program, a 6 month course designed to give fleet sales professional the skills and tools to deliver successfully in their role.
The manufacturers fleet consideration has increased dramatically within the last year.
In year 1, the team developed over 1,000 new corporate relationships.
We increased market visibility from 30% to 92.5% in 15 months.
Our CRM has delivered an 11% increase in leads generated.
Our custom CRM platform has now been adopted as the clients central corporate database – driving all fleet activity and fleet marketing communications in the UK.