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.
Bridgestone's Sales Manager contacted CPM in order to promote their new incentive programme, called AREA Bridgestone in the Netherlands. The goal was to get companies interested in joining the incentive programme. The tactical sales representatives visited the top 400 independent car dealers to promote and explain the programme supported by the distributor Inter-Sprint.
Setting a visit strategy and sharing ideas on how to approach this in the best way, we recruited, trained and developed a field team of 4 sales representatives. The responsibilities of the team where promoting the programme, provide education on the plan and how to use the programme, sell-in the programme and support on location the visibility of the programme using POS materials especially designed for the programme.
Thanks to the outstanding enthusiasm and performance of the field team we realised an overwhelming result (ix 256) vs. the initial expectation of 25% that would likely participate.