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Cablecraft transforms its route to market with sales-i.


Bedfordshire-based company gain the confidence to launch a field sales team with sales-i software and iPad app.

About Cablecraft

Since 1990, Cablecraft has been supplying cable marking systems, cable accessories and cable management products not only within the UK, but throughout the world. The company serves industries from control panel building, electrical contracting, rail and signalling engineering to offshore oil and gas and petrochemical industries. Now offering what it believes to be the widest range of cable accessories available from one source, the company prides itself on offering a solution for virtually every cable identification, termination and cable management need.

"sales-i gives us more control and allows us to track everything: from sales to customer targets and spend trends."

The Challenge

Until January 2012, Cablecraft relied solely on a sales model that was online and call-centre based. It became increasingly apparent that there was a need to be more efficient and put the client at the core of a new sales structure, so it was inevitable that a field sales team would need to be developed.

However, with a client base of three major businesses, establishing a model that would allow field sales operatives to view entire catalogs of client information on the road was going to be tricky. Cablecraft needed sales software that offered the ability to record all sales activities, make all of the sale information available remotely on a mobile device, and provide the same excellent customer service to its valued clients – but without increasing overheads.

The Solution

After a recommendation to not one but two directors at Cablecraft from a business contact, Cablecraft contacted sales-i for a demonstration and quickly decided to implement the software. The revolutionary sales-i software has made it possible for Cablecraft to establish a field sales team for the very first time in the company’s history, meaning Cablecraft can now get out to see its customers on the road and have a one-stop mobile application which allows them to view the entire customer history at the touch of a button.

I can produce detailed sales reports for directors everyday within minutes! Michelle Perry
Sales Office Manager


Key to the business sales model and the feature that sold sales-i to Cablecraft, is the iPad app. As well as providing the sales team with a management app so they can manage their own calls via MyCalls, they can also gain access to the whole client history and spend on their mobile device. The system is able to generate calls at the beginning of the week, identifying all the main gaps in the business – so the sales team does not have to spend time analyzing a large number of accounts.

The app presents the sales rep with a snapshot report from the iPad, instantly showing gaps in customer spend and trends. It also enables them to show the customer this information and then email it to them in a printable format if required.

What's next?

Cablecraft also uses sales-i in-house as a sales reporting tool, producing daily detailed director reports within minutes. The ability to access centralized customer data was highlighted as important to managers and sales people alike at Cablecraft during the buying process. sales-i has streamlined the sales operation and the team are now able to access all relevant information about a customer quickly, with the assurance that data is up to date. sales-i has given Cablecraft real confidence to employ more staff and create the field sales team, due to the instantaneous nature of the information sales-i can provide.

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