Sales Pulse x Aqua Blue Distribution
Client
Case Study
Industry
Pet & Animal Wholesale Supply & Distribution
Interview with
Matt Dowling, CEO
About Aqua Blue Distribution
Established in 2002, Aqua Blue Distribution is a leading name in the Australian pet products industry. Aqua Blue sources products from various countries, including Europe, the USA, Canada, Japan, and the UK, while also promoting high-quality Australian products.
Aqua Blue is dedicated to bringing innovative, high-quality products to independent retailers across Australia and beyond.
Its commitment to excellence has been recognised through various awards. The company was a finalist in the Crowe Horwath Smart Company Smart 50 Awards in 2013, the recipient of the Foxtel Business Grant Award in 2013, and a finalist for Best Small Business in the B.A.A. Awards in 2009. Additionally, Aqua Blue Distribution participated in the eco Biz Qld Business Cluster in 2012 to reduce its environmental impact.
“Sales Pulse makes our reps’ lives easier
and more efficient while driving rapid
sales growth. That’s why we like it and
why we recommend it.”
Matt Dowling, CEO
Developing a Connected Sales Process
Aqua Blue stands out for its competitive pricing, monthly promotions, discounts, and introductory specials. The team are dedicated to providing the best buying experience, from enquiry to rapid product delivery. Exceptional sales support and customer service have made it a preferred partner for independent retailers. This starts and ends with a connected sales process enabled by Sales Pulse.
Before implementing Sales Pulse, Aqua Blue faced significant challenges monitoring and documenting its account management processes. Sales reps had to juggle multiple platforms, including emails, spreadsheets, and various information sources, fragmenting their workflow and reducing efficiency.
Adding to this, reps often visit numerous stores in a day and don’t return for a month or more, making it difficult to remember the specific needs of each store. Without a process in place, this often led to missed opportunities.
A Framework for Repeatable Success
Sales Pulse delivered a comprehensive framework and CRM solution for Aqua Blue, enhancing their account management process with a best practice approach to repeat sales strategy.
Reps can structure their days using a simplified view of the leads that need the most attention and have the most potential value.
They can also leave notes or record the sentiment of a call quickly to monitor customer interactions and feedback in real time.
At the management end, this ensures that all sales activities are well-documented and easily accessible, improving accountability and performance tracking.
Ensuring Accurate Transaction Data with MYOB
Sales Pulse leverages the transactions coming through MYOB to understand purchase behaviour and help sales reps make the best product recommendations. By consolidating information into one product built for repeat sales, Sales Pulse eliminates the need for Aqua Blue’s reps to switch between various platforms to get the insight they need to make a great sale happen.
Regarding onboarding, the seamless integration of Sales Pulse with MYOB allowed the company to maintain uninterrupted business operations and ensured a smooth transition for its sales team.
The implementation process was completed swiftly, enabling the team to utilise the new system without significant downtime.
Flattening
a Steep Learning Curve
Before Sales Pulse was implemented, new sales reps faced a steep learning curve. They had to navigate different platforms and processes to get up to speed and learn about the thousands of SKUs on offer. This included looking through invoices and spreadsheets, which consumed valuable time.
Reps loved Sales Pulse’s intuitive design, allowing them to hit the ground running. The reduced time spent learning about customers and internal processes means they can focus more on selling from day one.
Onsite Training
Sales Pulse provided onsite training. This hands-on approach allowed sales reps to learn in a practical, interactive environment. The training sessions covered the technical aspects of using Sales Pulse and demonstrated how the tool could enhance their account management processes. This method proved far more effective than reading a manual, as it allowed for immediate feedback.
“Experienced reps joining us are commenting on how easy and helpful Sales Pulse is. They now have the tools to start selling immediately instead of spending lots of time on preparation and planning.”
Matt Dowling, CEO
Encouraging Continuous Improvement
Introducing Sales Pulse positively shifted Aqua Blue’s team mindset. Reps are enthusiastic about being enabled to focus on what they do best: selling. Sales Pulse means less time spent on data analysis and report generation and more time engaging with the right customers at the right time.
Friendly Competition
The leaderboard feature is particularly effective in creating friendly competition within the sales team. Tracking and displaying how each rep performs in the form of a percentage score encourages continuous improvement and goal striving. This competitive spirit has been crucial for driving sales and achieving the company’s targets.
Accountability
Sales Pulse tracks contact rates, ensuring reps remain accountable. The visibility of performance metrics means it is immediately apparent if reps reduce their activity. This level of transparency helps maintain high performance standards across the team.
“If reps aren’t contacting customers,
it’s in black and white. We can see if
they take their foot off the pedal, so I
think it helps to keep them accountable”
Matt Dowling, CEO
A supported sales transformation
Aqua Blue received substantial support from Sales Pulse during the implementation and enjoys continuous support from the team when onboarding new reps. This includes direct interaction with Alan, the founder of Sales Pulse, who provides invaluable insights and guidance.
“The training and onboarding process for Sales Pulse was exceptional. We had the opportunity to work directly with the developer and founder. This direct involvement provided a deeper understanding of the system and its capabilities, ensuring that the sales team could leverage the full potential of Sales Pulse.”
Matt Dowling, CEO
Aqua Blue has also significantly influenced steering new features within the solution.
Sales Pulse’s commitment to taking feedback and continuously improving the tool has been a significant advantage. The ability to provide input and see it reflected in the tool’s evolution has reinforced our confidence in choosing it.”
Matt Dowling, CEO
Results
Implementing Sales Pulse at Aqua Blue has driven quantifiable and qualitative improvements. The system has increased sales, reduced time spent on administrative tasks and improved overall performance.
Achieving ROI in 3 weeks
Aqua Blue Distribution achieved a return on investment (ROI) for the annual subscription cost in just three weeks of the reps using Sales Pulse.
Better Customer Engagement
Real-time monitoring and feedback enable reps to engage more effectively with customers. They can quickly identify trends and opportunities, ensuring customer needs are met promptly and accurately.
Capturing impact on revenue
The leads generated by Sales Pulse and followed up by the team accounted for 31% of the total sales. The system counts a sale only if a lead note is logged in Sales Pulse.
Comprehensive Visibility
Sales Pulse provides Aqua Blue’s leadership with comprehensive visibility into team performance, including calls made, notes taken, and sales results.
Reduced Prep Time
Time spent preparing for sales calls has significantly decreased. With all sales data and customer interactions in one place, reps can quickly access and update information, allowing them to focus more on selling.
Improved Sales Quality
Reps using Sales Pulse realise maximum value from their efforts. The team has improved account management quality, and its impressive performance sets a benchmark for others.
Enhanced Team Collaboration
Improved visibility of team performance fostered collaboration among sales reps. The leaderboard motivates reps to perform better and stay engaged.
Highlighting Missed Opportunities
Reps actively using Sales Pulse show better results, highlighting missed opportunities for less engaged reps. This encourages all reps to fully leverage the tool to maximise their sales potential.