Simplify Lead Management and Conversion

Hope Is Not a Strategy 

Before fall 2021, Wright Implement sent marketing requests to the sales team through sales managers. “We would dish it out to the salespeople and just hope that they followed up,” says Joe Smith, the dealership’s operations manager. “There might have been some checking back to say, ‘Did you talk to that customer from the email I sent you?’ But there were enough of them that you couldn’t keep track that way.” 

As the flow of leads increased, Smith saw a missed opportunity and wanted more transparency and accountability. “We needed to respond quicker,” he says. “And we wanted to track how many leads were coming in and the results.” 

So, Wright Implement deployed the marketing requests feature in their new Salesforce-powered platform, Anvil Enterprise, to improve response time and track lead generation results. 

Anvil Brings Visibility and Accountability 

By activating the right CRM solution, management issues caused by marketing requests flowing from multiple marketing channels into one email inbox can be resolved. Anvil brought transparency and accountability to Wright Implement’s process in the following four ways: 

1. Responsiveness. In a highly competitive equipment market, customers expect prompt responses. Anvil allowed Wright Implement to set response time parameters and send notifications and alerts to team members as deadlines approached. If no action was taken, alerts were escalated to the full team and eventually managers. These customizable settings ensured timely responses to every inquiry, reducing the risk of losing customers to competitors.  

2. Consistency. Anvil makes every step of the process trackable and measurable. Provide reports on:  

• • Average response times 
  • The quality of marketing requests from each online source   
  • Timeliness of sales team contacts   
  • Closed sales, and whether they were won or lost 

Trackable customer interactions create accountability throughout the sales process, with visibility into customer records, process metrics, and reporting/analytics. 

3. Clean Handoffs. Anvil automates critical data capture from marketing requests, appends it to the CRM customer record, and passes it to the sales rep. This eliminates the potential for data loss, corruption, or delays, ensuring a smooth process. 

4. Stronger Customer Relationships and Increased Loyalty. By valuing the customer’s time and needs, you become their go-to option for future purchases. 

“We came from a situation where we really had no idea of what was happening to these marketing requests,” says Smith. “With Anvil, we can see the outcome. We can see how many leads are coming in, from where, which ones led to sales, and which ones we do better at converting. It’s information we never had before.”