Building a Better Sales Operation at Build.com
Build.com is a popular online retailer of home improvement products. As the company grew, its sales team found itself stretched thin, which meant that keeping Salesforce up to date took a back seat to actually selling. Build.com started evaluating sales engagement platforms that would enable it to maintain accurate Salesforce records and ensure that their reporting was always up-to-date. Build.com initially chose Groove for its ability to log emails, calls and meetings to Salesforce, but they soon discovered more ways to boost sales with Groove’s speed-to-lead capabilities and personalized, multi-step drip campaigns.
50% average increase in contact attempts
67% increase in lead follow-up (from 60% of leads to 100%)
Build.com is an online home improvement retailer that sells everything from faucets and lighting to hardware, appliances, and beyond. Founded in 2000 with a mission to bring ease, affordability, and empowerment to home improvement, Build.com has over 500 employees (including 250 in sales).
Internet Software & Services, E-commerce
Build.com sells to both individual consumers and businesses, including contractors, interior designers, and architects. According to Rachel Gumpy, Pro Sales Supervisor at Build.com, their main challenge was raising awareness about the full spectrum of products that they sell. That’s no easy feat, and Rachel and the rest of the sales team had their work cut out for them.
Before implementing Groove, Build.com was struggling to keep up with its incoming leads. For every online order, a Build.com sales rep would follow up with a phone call or email to discuss what else the company could offer.
With over 100 leads coming in for each rep every day, the work of manually making follow-up phone calls and sending personalized emails to every lead, along with trying to keep Salesforce up to date, really added up. Given time and staff constraints, reps were only able to follow-up with approximately 60% of the leads that came in. And since sales reps were managing most of their work directly from Gmail, it was difficult to get widespread, consistent use of Salesforce.
After implementing Groove as its sales engagement platform, Build.com saw an immediate return on investment. Groove ensures that every email sent by a sales representative is synced to the contact, account and opportunity in Salesforce — automatically. If a rep is ever out of the office, anyone can see the most recent communication with any given customer and trust that it’s up-to-date.
“It is such a powerful tool.”
According to Rachel, the Build.com team has also seen significant benefits from allowing reps to build out a series of personalized emails, phone calls and social touches using pre-defined templates. When a new lead comes in, reps can drop them into a personalized multi-step campaign, or “flow.”
Build.com sells millions of products — but their business customers don’t necessarily know the full scope of their product catalog. This opportunity to fine-tune their customer nurture process and win more business was huge.
With Groove, Build.com’s marketing team can load approved email and call script templates directly into Groove so that all of their reps can use them to follow up with consistent and onbrand messaging. Instead of relying on reps to copy and paste templates from a Microsoft Word doc full of templates, Build.com’s reps can easily insert the templates right from Gmail. Even better, they can also track the success of each template and make adjustments accordingly. Build.com increased the number of purchases from accounts made in the past six months, and Rachel credits that success with the effortless follow-up made possible with Groove Flow.
“We have seen a big lift in the number of touchpoints that our reps are able to make with our customers. That’s a win across the board.”
Improve customer data with automatic Salesforce updates
Ensure accurate Salesforce activity reporting
Increase revenue by ensuring 100% account coverage
Increase the percentage of repeat customers