Intelligent Issue 18 | Page 41



How Evans Manufacturing lives up


Following the implementation of Freshsales , Evans Manufacturing now has access to a holistic view of its customers as well as the ability to streamline sales processes and activities .
AVE YOU EVER wondered

H where those branded goodies that businesses give away at events come from ? Firms like Evans Manufacturing shoulder this responsibility to help brands leave a memorable impression .

Despite the pandemic , Evans Manufacturing is pushing ahead – building even stronger relationships with its clients , retaining existing businesses and generating interest among others , thanks to Freshsales ( formerly Freshworks CRM ).
Evans Manufacturing
Founded in 1994 , the personalised promotional products creator helps businesses across various industries .
There are many complex operations at the heart of the operation involving a wide chain of distributors , suppliers and customers . Such complexity put the company ’ s scalability and adaptability to test . The company looked to relation-based selling to move forward .
Selecting the right CRM to shift the selling approach
Evans Manufacturing had a focused aim for the CRM it was looking for . The firm ’ s distribution model meant there was no direct selling , with the deal being proposed through multiple distributors before it was presented to the end-user .
“ We have large distribution entities and offices , and reps in each office . Each rep has dozens and sometimes hundreds of clients . We wanted to have that nested loop well drawn out and organised . We wanted to capture that data ,” said Ron Williams , CMO at Evans Manufacturing .
Williams described the company ’ s former Excelbased customer relationship management experience as a ‘ horribly manual process ’. Four other challenges were obvious :
• Fragmented data with each sales rep having client and distributor information scattered across apps – requiring tons of app switching .
• No single customer view , which meant data-driven conversations were based on manually sorting customer hierarchy ( distributor and distributors ’ clients ), which resulted in reduced personalisation .
• Impersonal customer engagement . Without access to the right data , the marketing team wasn ’ t able to segment the email list based on specific criteria . Naturally , this impacted the personalisation throughout the customer lifecycle demands . It also took a toll on the relevancy of marketing campaigns .
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