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VECTA helps Orbital Fasteners
increase market share
Jayne Hill, new business development manager, www.vecta.net
Orbital Fasteners, based in Hertfordshire, UK, recently implemented the VECTA Sales Intelligence software solution, to
improve the operational effectiveness of its sales team. Jayne Hill, new business development manager at VECTA
sales solutions explains why it was essential that the solution delivered a tangible and substantial return on
investment.
The company specialises in the supply of happen effectively. The result of this is that • To identify and address potential sales issues
fasteners, fixings & tools, both to trade and sales people rely on ‘gut feeling’ and the in order to secure more business.
cash account customers, via its premises in feedback of customers, and are as a • To increase market share and ensure certain
Watford, UK, and the Internet. consequence, significantly disadvantaged sales opportunities are not missed.
Orbital Fasteners is a good example of a during sales conversations. Orbital recognised
business using technology effectively in order the impact of this approach and in order to VECTA now enables Orbital to instantly and
to improve productivity and this latest project improve the productivity of its sales team, consistently identify ‘winners, losers and
will facilitate controlled sales growth and elected to adopt VECTA. deserters’. This ensures that the sales team are
customer retention through the current With a controllable core product offering, as effective as possible, being equipped with
uncertain economic climate. Whilst the suitable for a large target audience, it believed key information at their fingertips and not
business is constantly seeking improved opportunities were being missed and issues having to rely on the IT team or phone calls
processing efficiencies, it demands that I.T. not always identified quickly enough, thus backwards and forwards with the office, to
projects demonstrably deliver the required impacting upon sales results and growth. understand their customers’ buying patterns.
results. As users of EDP Group’s CHARISMA Annually reviewing its data and classifying its This has resulted in time-savings across the
application software for many years, Orbital ‘winners, losers and deserters’, i.e. those board, reduced call costs and improved
constantly works closely with EDP to ensure customers spending more, spending less, or productivity.
that its technology solutions are optimised. having stopped buying, proved a routine and Paul Widdison, Orbital sales manger
The objective is to ensure stability through beneficial exercise. However, Orbital wanted a commented: “VECTA has enabled the external
proven, reliable and cost effective systems, manageable way to do this on an ongoing sales team to work much more effectively,
leveraging new technology solutions only at basis to help optimise sales opportunities and they use it to track their customer sales,
the appropriate time. Last year, Orbital elected reduce customer attrition. identify products which are not being bought
to move its I.T. systems to EDP’s hosted The objective therefore was to improve the and log and pursue prospective customers in
service, reducing exposure and overheads information available to the sales team, their areas. An increase in the effectiveness of
whilst enabling the business to focus its’ providing timely and fast access to key the calls made by the sales team has been
resources on core competencies opportunities, changes and any issues seen through using the information obtained
In common with many competitors, having requiring attention. The focus was to improve from VECTA”.
a comprehensive range of products and a call productivity, whilst also providing a simple The sales team is one of the most
substantial customer base makes the process way to record and provide visibility of cus- expensive assets of any distribution company,
of identifying market trends and customer tomer contact information across the company. however, many companies lack suitable
buying patterns a constant challenge. Although For Orbital, who start with a ‘blank order book’ facilities and consequently fail to optimise this
any business will recognise such changes in each month, it is vital to spot quickly if a most important resource. Orbital has recently
time, the need to be responsive and agile customer is not buying core product ranges or enjoyed exceptionally good sales results of
means Orbital places a high priority on its I.T. has not yet spent in that month. some 30% above target. A major contributor
solutions, particularly in the area of sales and to this success is the ability to instantly identify
marketing. Primary project objectives were: sales opportunities, address potential drift and
Many businesses find that obtaining the • To optimise time with customers. focus on the most important discussion points
necessary information to guide sales activity is • To ensure an appropriate reason and focus for each account. Orbital is using VECTA to both
time consuming and therefore does not for every sales call. drive and inform its sales team, to great effect.
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