Neff Rental Implements Salesforce CRM and Improves Follow-on Sales Results

Challenge

• Neff Rental, one of the nation's 10 largest equipment-rental companies, wanted to capitalize on a growing rental market by improving sales force effectiveness
• An inadequate paper-based system failed to effectively capture and track contact information
• Management had no system to track business conducted in five disparate regions; reports were difficult to generate
• The technophobic sales force required an easy-to-use solution to smooth adoption

Solution

• After considering Onyx, Neff Rental selected Salesforce CRM Enterprise Edition for its ease of use, Force.com's offline feature, and integration abilities; the company deployed the solution to 250 users across sales, telesales, and marketing
• A successful integration with Neff Rental's billing system alerts reps when rentals have been completed, prompting follow-up business
• Integration with an outsourced lead-generation system that reports on new construction jobs maximizes sales opportunities
• An incentive for users that download Force.com's offline every day drives user adoption among the company's most resistant users
• Salesforce CRM tracks leads generated via telemarketing campaigns targeting customers who might use that equipment, to increase equipment use
• Neff Rental created a custom application to document its customer satisfaction program
• The company installed and customized a recruiting manager application from AppExchange
• From AppExchange, the company also installed a marketing project management application that has improved project tracking and coordination
• Neff Rental deployed a custom Planner tab built by BlueWolf to allow sales reps to plan days and manage tasks more effectively; a task force of sales rep users generated specifications for the tab
• The company uses Salesforce CRM to track advertising and direct-mail campaigns, and to measure ROI 

Results

• Neff Rental reports double-digit, same-store growth every year resulting from its CRM solution and other sales initiatives
• Closer management of customer relationships, made possible by the Salesforce CRM implementation, resulted in a dramatic increase in follow-up sales across all regions
• Improved identification of prospective renters for underutilized equipment recovers sales revenue
• Increased operational transparency helps enforce internal incentive-based programs that drive productivity
• With Salesforce CRM, sales reps have reduced the amount of time spent planning and completing tasks
• Neff's customer satisfaction program significantly reduces delivery errors, saving the company money and improving customer loyalty