With unique approaches required for each customer base, GoldMine 5.0 has reduced the cost of sales and achieved a more consistent level of customer service across its client database. The software has been so successful that company has been able to ‘pay back’ its investment in GoldMine 5.0 in less than sixty days.

“GoldMine is by far the best contact manager database and sales management tool that we have ever used,” said Mr Chris Todd, Managing Director, Parkland Products Ltd.

Installing software for total flexibility

Parkland Products is New Zealand's leading supplier of heavy duty mowing, turf renovation and irrigation products. The company operates service outlets in both Auckland and Christchurch with mobile call-outs and same day cutting maintenance programs offered to clients.

Additional customer service programs focus on reel and bedknife grinding equipment with all service technicians trained to international best practice standards.

Installed in September 1999, GoldMine 5.0 was an upgrade from the company’s existing GoldMine 4.0 software. Version 5.0 of the software has proven successful with Parkland’s sales force primarily due to its inherent flexibility. Now each sales manager can segment clients from two different sectors with the appropriate approach for that particular sector.

“Golf courses and schools are almost opposing markets, with both having completely different requirements for irrigation, maintenance and product supply,” continued Todd. “Schools cater to some very heavy duty needs based on their student population, while golf courses are catering for a highly specialised and vocal clientele.

Sales managers need to direct their attention to the high value sales while still ensuring that there is no drop, or depersonalisation, in service. Automated email direct marketing campaigns and segmented electronic call reminders have allowed the sales team to spend more time servicing customers, rather than on administration.”

Capturing and retaining customers

GoldMine 5.0 acts as a SFA tool to source, store and analyse information on customers to retain their business for as long as possible. The product is ideally positioned between the complex and expensive competitive SFA offerings and ineffective low-end Contact Managers.

Customer information is always up to date and includes key documents distributed to individuals, allowing sales and marketing staff to always confirm who is receiving campaign literature. With the benefit of automated processes for sending literature and leads analysis tools, leads can be managed much more efficiently and transparently. The Internet is also considered with Web data capture and email distribution tools included.

Early return on investment

Feedback from Parkland management confirms that GoldMine 5.0 has undoubtedly assisted in closing new business opportunities.

“We undertook a direct mail campaign to schools and were able to track our results to the end of the campaign. In fact a new lead that we had never heard of before and did not exist on our database was able to be tracked and fully identified up until the time that the deal was closed,” continued Todd.

Tracking leads has not been the only transparent benefit of upgrading to GoldMine 5.0.

John Biggs, Managing Director of Complete Solutions, one of FrontRange’s New Zealand solutions partners said, “Chris and his staff were impressed by how easy to install GoldMine was, Firstly converting from their old UNIX system to GoldMine 4.0 and now to 5.0. Parkland’s sales force has responded extremely enthusiastically they can really see their own performance improving.”

Value for money

The value of the software was evidenced within the first sixty days, when a single large sale attributable to GoldMine justified the upgrade. Perhaps just as importantly, the ease of use and obvious results mean Parkland now has a system that its sales force actually uses.

Archie Wilson, Vice President Asia Pacific for FrontRange Solutions said that Parkland had achieved the three major benefits of sales force automation.

“Chief benefits include increased sales productivity, increase in close rates for sales staff and reduced sales cycle times. With a complete customer view from integrated sales and marketing procedures Parkland can become a fully operational Customer Relationship Management (CRM) focussed organisation in the near future,” he said.