Össur's Senior Analyst Weighs In On Mobile Sales Engagement

Challenge

At Össur, the global leader in non-invasive orthopedics - the sales team not only needed a sales mobility tool that would help them understand their territories, but also one that could integrate with their CRM data and schedule. It was important that the tool supported team collaboration which would lead to a higher level of engagement with customers, patients and employees.

“Imagine a situation where you’re on the road, days before the end of the quarter and you’ve exhausted your existing customer base looking for additional sales, a problem common to outside sales. What do you do?” observes the senior analyst of Enterprise Mobility at Össur, Imran Rafique. “Maybe you gamble on cold calling door-to-door sales approach, or just throw in the towel, accept defeat, and miss your quota. Time and again, I notice how reps struggle with finding solutions to increase sales activity, discover new leads, and understand where their customers are,” he notes.

A brief corporate snapshot: Össur is a global leader in non-invasive orthopaedics that help people live a life without limitations. Their focus is on improving people’s mobility through the delivery of innovative technologies within the fields of bracing and supports, prosthetics and compression therapy. Headquartered in Iceland, Össur has major operations in the Americas, Europe and Asia, with additional distributors worldwide. Össur Americas includes Canada, the United States, and Latin America.

Badger Maps as a Solution

Rafique first came across Badger Maps when searching for a location-based mobile application that reps can use to access customer information in the field. He saw the Badger Map and immediately thought this could be the tool to help his sales team capture leads, increase sales productivity, and boost CRM adoption.

Rafique and his team were able to implement the Badger Map to include:

1. Proximity Lead Generation: “Prior to Badger, our salesforce was struggling with visually understanding their territories. Managing heavy excel spreadsheets, hours of mapping your customers, sorting and pivoting excel tables, and trying to make sense of it all is unreasonable,” explains Rafique. “Additionally, sales reps often have unexpected downtime in the field, whether a canceled meeting or layover,” he adds.“The Badger Map makes it easier for our reps to fill their days, especially down time, with new leads,” says Rafique. “With Badger, one of our sales reps N. Ruiz (Michigan) was able to find a hidden gem on his daily route. Instead of wasting those hours, he simply used the application during lunch and noticed an account he was unfamiliar with. Lo and behold, after 5 minutes of using the Badgers customer mapping feature, he was contacting them to set up a sales call. Days later, that hidden gem turned into a significant customer who hadn’t purchased from Össur in years,” he explains.
2. Increase Sales Productivity: Rafique believes when sales reps use filters to navigate their territory, they may notice the areas that don’t get as much attention. New opportunities will present themselves in abundance, even in challenging areas like Miami Beach, as he explains, “Miami Beach is known for its nightlife, beaches, and delicious food. Most importantly in sales, it’s also a nightmare because of the dispersed territories and highly concentrated businesses. These factors keep you from leaving your comfortable routes as you hesitate to venture into the less known areas.” This is where the Badger Map comes in handy, adds Rafique, “ R. Soldatov, one of our reps in Miami, found a clever way to use Badger to identify areas of low penetration in his territory. Using the filters on Badger, Mr. Soldatov was able to “colorize” his customer accounts and immediately noticed an area of Florida he hardly visited only a quick drive away. Mr. Soldatov was soon visiting old and lost customers that he hadn’t ever gotten around to. More meetings equates to more sales and a happy sales rep.”
3. Boost CRM Adoption: Using the Badger Map, the Össur sales team is able to maximize the return on their CRM. As explained by Rafique, “Every company wants to maximize their CRM. There is one major problem with the traditional model though; CRM is built for the desktop, not for a mobile warrior. The mobile warrior needs the convenience of an app that manages their customer base.” Adds Rafique, “Badger is an intuitive mobile app that connects outside salespeople to their CRM while they're in the field. Better data, more engagement, and a positive user experience.”

Results

Another Badger Maps benefit, according to Rafique: the high adoption rate. “Shortly after the implementation, Badger was enthusiastically adopted by our reps. They are enthusiastic to reduce administrative tasks and increase productivity within their territory.

And as Rafique put it, “With a free trial available, I definitely recommend giving it a shot. There is very little to lose, but leaps to gain over your competition.”