Implemented a Sales System for a Motorcycle Dealer in Brazil, Leading to an 18% Boost in Average Transaction Value

B2C

Implementation

Trading

Shineray Motors specializes in selling motorcycles, spare parts, and accessories, as well as providing maintenance services. The business operates in various cities in the north of Brazil. Each month, the company processes more than a thousand requests coming from various sources: WhatsApp, Instagram, Facebook, and email.

They approached us for the implementation of the Kommo CRM system, in order to create a unified sales system for their branch network.

Three Challenges Faced by the Client

The business owner wanted a transparent control system for all branches to:

Track Key Performance Indicators for Each Showroom

Without centralized reporting, it was impossible to analyze the efficiency of each showroom. Managers had to manually collect data, which consumed a lot of time and led to inaccuracies. It was unclear where sales were performing well and where adjustments were needed.
Establish a Unified Sales Operating Procedure for the Branches

Due to the geographical separation of branches in different cities, each sales department used its own methods for handling requests and interacting with customers. This led to inconsistencies in processes, varying service quality standards, and made it difficult to monitor task completion. There was a need to implement a unified system so that all employees followed a clear sales protocol.
Automate the Handling of Requests

The flow of requests from various sources came in a chaotic manner, and managers processed them manually. This led to lost leads, delays in responses, and inefficient workload distribution. There was no mechanism for automatic client qualification or request sorting. A CRM was needed to automate processes and reduce the influence of human error.

System Requirements for Shineray Motors

Implement a CRM system taking into account customer behavior habits.
Develop and configure sales pipelines for each branch.
Integrate the CRM with lead sources and automate the handling of requests.
Set up triggers and automated actions for leads.
Train a team of 20 salespeople to work with the new CRM.

What We Did Step-by-Step

1. Designed the System

We held several meetings with the business owner to thoroughly understand their requests. Based on the information gathered, we developed a technical specification, defined the structure of sales pipelines, and identified key business processes that needed to be automated.

2. Created Sales Pipelines

We created separate sales pipelines for each city, as well as one additional pipeline for monitoring leads from various sources. We set up a bot for initial client qualification with mechanisms for automatically collecting CPF (Individual Taxpayer Identification Number) from clients.

3. Linked the System with Lead Sources

We configured automatic collection of leads from WhatsApp, Instagram, Facebook, and email. All inquiries now go directly into the CRM without the need for manual data transfer. This significantly accelerated lead processing.

4. Set Up Lead Distribution

We configured the Leads Distribution widget for even lead distribution among managers. Redistribution occurs every 10 minutes to ensure no lead is left unattended. We also implemented a function to reassign a lead to the same manager upon a client's repeat inquiry.

5. Implemented Triggers and Automatic Actions

We added a trigger system that automatically moves leads through the pipeline based on the manager's interaction with clients. If the manager does not contact the client on time, the lead is redistributed. The Pusher widget reminds managers about contacts with clients through notifications.

6. Simplified Lead Generation from the Website

Our technical specialist implemented an email parsing mechanism directly in the CRM. Now, clients just need to click on a motorcycle model they like and enter their details: they automatically enter the system without the need for web forms.

7. Configured the "Consórcio" Pipeline for the Brazilian Market

We implemented a unique "Consórcio" pipeline tailored to the specifics of the Brazilian market. In this pipeline, the bot offers clients the option to purchase motorcycles in a consortium, which is a popular practice in the region.

Additionally, we set up the Leads Copier widget, which automatically copies leads marked as unsuccessful into this pipeline. In this pipeline, the bot automatically contacts clients and offers them alternative purchasing conditions within the consortium. This helps to regain some clients and increase conversion rates.

8. Implemented Custom Analytics

We set up personalized dashboards for the business owner that allow tracking of the number of unprocessed leads, analyzing sales by motorcycle models, and monitoring the efficiency of each branch. We also implemented automated reports on sales and employee workload.

9. Trained Employees

We conducted online training for 20 salespeople and visually demonstrated all the capabilities of the CRM. We used test leads, recorded video instructions, and provided documentation for further study.

Results for the Business

1. Increased 3 Key Metrics

The speed of processing leads doubled.
The average transaction value increased by 18% due to the automation of upsell offers.
The percentage of unprocessed leads decreased from 23% to 4%.

2. Established a Unified System for Branches
Previously, leads were lost, and there was no single operating standard, making it difficult to monitor branches. Now leads are evenly distributed, the owner sees analytics in real time, and sales have predictably increased.

Currently, the client is satisfied with the implementation, and we are discussing expanding the CRM's functionality.

The project team

Carlos Scherer

Senior System Analyst
Wellington Oliveira

Technical Specialist

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