Building a Better Sales Operation at Build.com
Build.com is a well-established online retailer of home improvement products. Their sales team was stretched thin, and they needed a way to ensure accurate records in Salesforce in a way that didn’t hurt overall sales and customer outreach. While they were initially drawn to Groove for the Salesforce Email Sync, they soon discovered more ways to turbocharge their sales effort with personalizable drip campaigns through Flow.
Sales reps increased the number of contact attempts by 50%, on average
Sales reps went from being able to follow-up with 60% of leads to 100%
Build.com is an online retailer selling home improvement products from faucets to lighting, hardware to appliances, and beyond. Founded in 2000, they have over 500 employees (including 250 in sales). Their mission: to bring ease, affordability, and empowerment to home improvement.
Internet Software & Services, E-commerce
Build.com sells to both individual consumers and businesses (think contractors, interior designers, architects, etc.) According to Rachel, Pro Sales Supervisor at Build.com, their main challenge is 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 has their work cut out for them.
Before implementing Groove, the process of following up with incoming leads was fairly simple: They would receive an order online, and follow up with a phone call or email to discuss about what else the company could offer.
With over 100 leads coming in per day for each rep, the work of manually making follow-up phone calls and sending personalized emails, along with tracking each contact in Salesforce, really added up. Given time and staff constraints, they were 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 tough to get widespread, consistent use of Salesforce.
When Build.com decided to give Groove a try, they saw immediate payoff from the Email Sync feature. That’s when each email sent by a sales representative is synced to the recipient’s contact history 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 also saw a huge benefit in using Groove Flow, which allows reps to build out series of personalized emails and phone calls using templates. When a new lead comes in, reps can drop them in the appropriate series, or “flow.”
Build.com sells millions of products—but their business customers don’t necessarily know the full scope of their product offering. The opportunity to fine-tune their customer nurture process and win more business was huge.
Build.com marketing team loaded email and call script templates directly in Groove Flow so any rep could use them for their own follow-up. Compared with the Word document full of templates that they were using before Groove, they’re now able to offer customers a more consistent experience, and they can track the success of each template and make adjustments accordingly. Rachel reports an increase in the number of purchases from accounts that first came in over 6 months ago—and she credits the effortless follow-up made possible with 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.”
Automate Salesforce updates
Ensure accurate activity reporting
Boost customer follow-up, keeping leads “warm” after their purchase
Increase the percentage of return customers
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