From analogue to digital: VOLLMER WERKE modernises trade fair lead process with itmX crm and snapADDY
VOLLMER WERKE Maschinenfabrik GmbH, a leading global manufacturer of sharpening machines and machining centres for rotary tools, circular saws and metal-cutting band saws, stands for the highest level of expertise in tool processing. Today, the company is considered the first address for tool processing in its areas of expertise – both in production and in service. In order to present its innovations and services to a global audience, VOLLMER participates in around 25 trade fairs worldwide every year.
In a strategic step, the company has revolutionized the process around the processing of the accruing trade fair leads by adding the component
snapADDY, an innovative tool for the digital recording of trade fair leads. As a result, VOLLMER has significantly improved its processes for trade fair post-processing and made them more efficient.
Previously, all trade fair reports were recorded in writing on paper, scanned on site and made available to the office staff. The employee then manually created a corresponding activity in the CRM and assigned it to the respective sales employee. This was a high manual effort, which also consisted of various media and system breaks.
“The manual recording and transmission of trade fair leads was very time-consuming and sometimes incomplete.”
Herbert Lang, Internal Sales at VOLLMER
The implementation of the snapADDY VisitReport and the connection of this process to the existing itmX crm has revolutionized this process
Today, the sales staff scan the business cards of the booth visitors on site. In addition, there is the opportunity to record further information directly at the trade fair, such as the content of the conversation, the next steps, etc. This information is then transmitted directly to the CRM to the office team, where the lead is then further processed.
Before transferring the contact details, it is now also checked directly whether this person or company already exists in the CRM today. Existing records are then updated or new ones are created. This ensures high data quality. Especially for new contacts, the automatic transfer of the scanned data from the business card is a great simplification.
In addition, the sales employee can also start an activity directly as a customer appointment or create an opportunity based on the information in the lead. In addition, there is also the possibility to create additional colleagues in the trade fair lead, even just “for information”.
In summary, it can be said that the process of trade fair lead processing has also become much more transparent for the sales management. Since the trade fair reports can now be processed by the back office almost in real time, the sales management has a much faster and more complete overview of the recorded trade fair reports, the results of the individual trade fairs and the status of the follow-up by the sales staff.
“The introduction of snapADDY has not only led to significant time and cost savings , but has also improved the quality of our lead processing. By using inventory data from customers in lead acquisition and the duplicate check in the lead, assignment to inventory addresses and contact persons in CRM is now very easy. Sales reps can respond much faster and more effectively to the captured leads.”
Herbert Lang, Head of Internal Sales at VOLLMER
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