Sage CRM success story - Orapi

Sage CRM Customer Success

Orapi optimizes its sales force with Sage CRM

Customer Orapi Industry Manufacturing Location France Solution Sage CRM

Orapi, and its subsidiary Luprotec chose Sage CRM to reorganize as a customer relationship management solution.

Orapi was founded in 1968. It designs, manufactures and markets technical supply products for the upkeep and maintenance of machinery from all sectors of activity: heavy or advanced industry, construction, agriculture. It now has three centers which each consist of a factory and a research laboratory: in Canada, France and Singapore. It counts EADS, Dassault and EDF among its customers.

Orapi products are marketed through a network of 2,000 distributors in France and reseller partners all over the world.

The Orapi Group boasts a dozen brands and turnover of EUR 70 million in 2007.

‘Thanks to the detailed reports we get from Sage CRM, we have a much more accurate view into our sales team’s activity and can manage their diaries better.’

Evelyne Civier, Director of Marketing Orapi

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Challenge After a period of significant growth and a high turnover of sales staff, Orapi recognized the need reorganize their sales force and for one centralized database where knowledge could be shared.

Centralized customer data Orapi has experienced significant growth, both internally and externally.

The Orapi brand itself, along with the subsidiary Luprotec (which sells products to small accounts in a fast turnover model) employs a total of fifty salesmen.

“We have high turnover in our sales team and this is a problem. Every salesman has a personal file. When one of them leaves us, we lose much of the history of the relationship and we can’t leverage on it. Orapi has made several acquisitions, which has further exacerbated the phenomenon. It was time to reorganize the sales force and to have a centralized database,” says Evelyne Civier, Director of Marketing at Orapi.

Solution Sage CRM’s flexibility and capabilities met the business needs perfectly and was implemented to manage the sales force and maintain better customer relationships.

Results Sage CRM has allowed Orapi to completely overhaul its sales organization and detailed reporting on sales activity has increased productivity throughout the business.

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‘Thanks to a harmonized database in Sage CRM, we now have a more global view of our end customers, who are not always the people we meet as we work with a network of re-sellers. In this way, recommendations to different levels of the sales channel can be more accurate.’

Choosing a well-oiled machine After trying a CRM solution that turned out to be inadequate, Orapi decided to move things up a gear and opted for Sage CRM. The specifications were defined and Yad Informatique, a Sage integration partner proposed Sage. The solution met the criteria perfectly.

Evelyne Civier, Director of Marketing Orapi

A phased installation In May 2007, Yad Informatique installed and set up 20 licenses in Orapi and 20 licenses in Luprotec. At the same time, it provided training to the sales team, this team being the main users of Sage CRM.

“For a 40 year-old company, we did not have reliable enough tools and our sales expertise was reaching its limit. That’s why we chose Sage: the solution was reliable and well-recognized. Our customers often mentioned it as an example. What do we hope to achieve?

To preserve our sales IP which is as precious as our industrial and technical IP! And also to be able to reorganize the sales force in order to maintain better customer relationships,” says Evelyne Civier.

“Given that maintaining the database is an additional overhead for the sales team, it is important to convince them.

But this lies at the heart of our sales assets and they are the active stakeholders in this. Thanks to a harmonized database in Sage CRM, we now have a more global view of our end customers, who are not always the people we meet as we work with a network of re-sellers. In this way, recommendations to different levels of the sales channel can be more accurate.

A tool that enabled significant managerial changes Since adoption of Sage CRM, Orapi has completely overhauled its sales organization. It is now centralized at headquarters and the regional office level has disappeared in favour of redeployment on the ground. Trips are now planned based on a cadence defined by analysis of customer needs: every 7, 14 or 21 days.

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“Thanks to the detailed reports we get from Sage CRM, we have a much more accurate view into our sales team’s activity and can manage their diaries better. We know what they are doing: demonstrations, orders, estimates, surveys, or just simple visits... It is also a way to see if we are meeting objectives and if the sales person is up to the task. Now any incoming call is turned into the possibility of making an appointment. Nowadays, our sales team are out on the ground more often and orders are the better for it,” says Evelyne Civier.

The future Orapi opted for caution because the implementation of a CRM tool requires training the teams, and its use is enhanced over time with the discovery of new features.

“It takes a while for mentalities to change, but we have already changed the way our sales team works. We feel they are already committed to the project, so this will allow us to move to a second phase: identification of sales opportunities and assistance in the preparation of marketing campaigns.

This means that our central database will continue to be updated regularly with information that arises every day, and the nature of this information will become ever more complex. We will be even more targeted,” says Evelyne Civier.

About Sage CRM Over 15,000 small and medium sized companies across the globe use Sage CRM every day to accelerate sales, drive business productivity and make every customer interaction count. It is used by enterprising, growing companies seeking new ways to interact with customers, leverage the power of social media and take advantage of the latest mobile developments to further grow their business. When combined with Sage ERP, our customers enjoy better business insight, increased efficiencies and productivity, and gain a single, customer-centric view across their entire business. So whether you’re just starting out or have already grown to several hundred employees, Sage CRM can help accelerate your business success.

Accelerate your business success with a free 30-day trial at www.sagecrm.com

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