Neff Rental Implements Salesforce and Improves Follow-on Sales Results

"Neff Rental has experiences double-digit same-store growth every year since we implemented CRM. That rate of growth is the best in our industry. Salesforce was a critical part of the strategy to make that happen."


Challenge
  • Neff Rental, one of the nation's 10 largest equipment-rental companies, wanted to capitalize on a growing rental market by improving sales force effectiveness
  • An inadequate paper-based system failed to effectively capture and track contact information
  • Management had no system to track business conducted in five disparate regions; reports were difficult to generate
  • The technophobic sales force required an easy-to-use solution to smooth adoption

Solution
  • After considering Onyx, Neff Rental selected Salesforce Enterprise Edition for its ease of use, Force.com Connect Offline feature, and integration abilities; the company deployed the solution to 250 users across sales, telesales, and marketing
  • A successful integration with Neff Rental's billing system alerts reps when rentals have been completed, prompting follow-up business
  • Integration with an outsourced lead-generation system that reports on new construction jobs maximizes sales opportunities
  • An incentive for users that download Force.com Connect Offline every day drives user adoption among the company's most resistant users
  • Salesforce tracks leads generated via telemarketing campaigns targeting customers who might use that equipment, to increase equipment use
  • Neff Rental created a custom application to document its customer satisfaction program
  • The company installed and customized a recruiting manager application from the AppExchange
  • From the AppExchange, the company also installed a marketing project management application that has improved project tracking and coordination
  • Neff Rental deployed a custom Planner tab built by BlueWolf to allow sales reps to plan days and manage tasks more effectively; a task force of sales rep users generated specifications for the tab
  • The company uses Salesforce to track advertising and direct-mail campaigns, and to measure ROI 

Results
  • Neff Rental reports-double digit same-store growth every year resulting from its CRM solution and other sales initiatives
  • Closer management of customer relationships, made possible by the Salesforce implementation, resulted in a dramatic increase in follow-up sales across all regions
  • Improved identification of prospective renters for underutilized equipment recovers sales revenue
  • Increased operational transparency helps enforce internal incentive-based programs that drive productivity
  • With Salesforce, sales reps have reduced the amount of time spent planning and completing tasks
  • Neff's customer satisfaction program significantly reduces delivery errors, saving the company money and improving customer loyalty
 
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