Chassis Cab Modernizes with Data-Driven Sales Strategies

As companies expand, they can struggle to keep up with the demand for automated data analysis. The business relied on ineffective systems to track customer interactions, manage sales, and execute targeted marketing strategies.

Without real-time sales insights, Chassis Cab was missing out on new sales opportunities, leading to slower decision-making, reduced customer engagement, and potential loss of sales. A leading DAF truck dealership in England, Chassis Cab a reputation for excellence in the commercial vehicle industry since its founding in 1982. The family-owned and operated company offers  a comprehensive range of services, including truck sales, parts, and workshop services, across four locations in the U.K.

To stay competitive and fuel continued growth, the company sought a revenue intelligence solution from SugarCRM to help elevate performance. SugarCRM is a CRM software designed to help marketing, sales, and service teams reach peak efficiency through better automation, data, and intelligence so they can achieve a real-time, reliable view of each customer.

SugarCRM’s Sales Solution

Chassis Cab adopted SugarCRM’s sales-i solution for intelligent account management, enabling data-driven sales strategies. The AI-powered revenue intelligence tool organizes enterprise resource planning (ERP) systems and CRM data to more effectively discover hidden up-sell, cross-sell, link-sell, and switch-sell opportunities for improved revenue and customer retention.

After integrating Sugar sales-i with its back-office system, Chassis Cab gained improved visibility into the sales team’s activities, including call volumes, customer visits, and upselling or cross-selling efforts through the platform’s user-friendly interface.

Strategy Refined with Data

Kieran Chaplin, parts sales manager at Chassis Cab, used the data to refine the sales strategy and launch targeted marketing campaigns to re-engage inactive customers.

“The old-fashioned way of sales management would be: You’d have a customer, think they’re great, leave them alone, and then realize six months later they’ve stopped buying,” said Chaplin. “With Sugar sales-i, we can react a lot quicker.”

The Chassis Cab team found that the most useful feature in Sugar sales-i was the “sales versus gaps” insights, which enabled them to be more proactive. With the real-time data analysis of sales gaps, they could respond more quickly to changes in their customer buying behavior and identify previously overlooked sales opportunities.

“The biggest tool of Sugar sales-i is gap analysis. I can pull data quickly within minutes, find out what product groups are growing or falling, and adjust our strategies accordingly,” said Chaplin.

Targeted Promotions Success

Another feature that propelled Chassis Cab’s growth was the campaign’s function, empowering their internal and external teams to drive promotions with a highly targeted consumables campaign.

They compiled a list of customers who weren’t buying specific product groups and involved delivery drivers in the effort. Equipped with consumable flyers, catalogs, and targeted customer lists, the drivers played a key role in promoting the products, leading to increased sales and engagement.

“The consumables campaign produced a list of customers we were already visiting but who didn’t buy consumables,” Chaplin added “Tracking the campaign’s progress incentivized drivers, leading to new sales.”

Internal Silos Eliminated

As internal collaboration improved, Sugar sales-i became an essential part of Chassis Cab’s daily operations to help the company respond to changing customer demands and market conditions. Chaplin highlighted a single Sugar sales-i campaign generated more than $183,000 in additional sales for consumables alone.

“Sugar sales-i bridges the gap between internal and external work,” Chaplin concluded “The insight function, when paired with the campaigns tool, leads every sales pitch and helps fill gaps when talking to customers.”