How Chassis Cab Revved Up £150,000 in Sales with Sugar sales-i
Chassis Cab, a leading DAF Truck dealership in East Anglia, has been serving customers since 1982 with a strong reputation for quality and service. As a family-owned business, they’ve expanded to four locations, each equipped with workshops and parts departments. However, as the business grew, they realized that their traditional systems were holding them back from reaching their full potential. While functional, these systems lacked the real-time insights needed to drive proactive sales decisions. To stay competitive and fuel continued growth, they sought a smarter solution. That’s when Sugar sales-i stepped in to help elevate their performance.
What we'll Cover:
Struggling to Stay Competitive Without Real-Time Sales Data
Before implementing Sugar sales-i, the Chassis Cab team struggled to track customer interactions and measure efforts made by the sales team to chase upsell and cross-sell opportunities.
The team’s main challenges were identified in four key areas:
- Identifying underperforming products;
- Detecting account spillage;
- Increasing internal engagement with sales tools;
- Gaining insights into customer buying patterns.
A much slower decision-making process hindered their sales team from adequately engaging with the right customers due to a lack of insights into their data. This led Alistair MacDonald, General Parts Manager, to seek a new sales tool that utilized intelligence to analyze sales data and give insights into potential gains and losses.
“For Chassis Cab as a business, we sell parts to retail customers, people off-site. It’s extremely competitive. And I needed something to grow the business quickly and in a nutshell. Sugar sales-i helped me as a general parts manager for the business, to bolster that.“
– Alistair M., General Parts Manager, Chassis Cab
The Sugar sales-i Solution: Enhanced Data Visibility and Optimized Account Performance
After integrating Sugar sales-i with their back-office system, Chassis Cab gained improved visibility into their sales team’s activities, including call volumes, customer visits, and upselling or cross-selling efforts. The platform’s user-friendly interface made the transition smooth, providing the team with instant access to valuable insights on customers, products, and sales data, which led to a significant boost in business performance. With this data at their fingertips, they quickly identified key accounts that had stopped purchasing consumable goods and how long they had been inactive. This allowed Kieran Chaplin, Parts Sales Manager, to refine the sales strategy and launch targeted marketing campaigns to re-engage inactive customers.
“The old-fashioned way of sales management would be you’d have a customer, think they’re great, leave them alone, and then realize six months later they’ve stopped buying. With Sugar sales-i, we can react a lot quicker.“
– Kieran C., Parts Sales Manager, Chassis Cab
It was important for the Chassis team to use easy-to-implement and user-friendly sales tools because they minimize downtime, streamline operations, and allow the sales team to quickly focus on driving revenue and improving customer relationships without being slowed down by complex systems. Sugar sales-i was able to offer them the simplicity they were looking for, allowing them to pull data within minutes, track performance by week or quarter, and make strategic adjustments on the fly.
“Setting us up as a dealer was genuinely painless, and the team at Sugar sales-i are excellent at making sure the initial setup, training, and customer support always ran smoothly.“
– Alistair M., General Parts Manager, Chassis Cab
Key Features to Drive Success: From Gap Analysis to Campaigns
The Chassis Cab team found that the most useful feature in Sugar sales-i was Sales vs Gaps, which enabled them to shift from being reactive to proactive. With the real-time data analysis of sales gaps, they could respond more quickly to changes in their customer buying behavior, that led to them identifying previously overlooked sales opportunities.
“The biggest tool of Sugar sales-i is gap analysis. I can pull data quickly within minutes, find out what product groups are growing or falling, and adjust our strategies accordingly.”
– Kieran C., Parts Sales Manager, Chassis Cab
Another feature that propelled Chassis Cab’s growth was the Campaigns function, which empowered their internal and external teams to drive targeted promotions. By identifying customers who were purchasing certain products but not complementary items, the team used Sugar sales-i’s campaign feature to set up proactive alerts to changes in purchasing trends. This then enabled them to launch a highly targeted consumables campaign. They compiled a list of customers who weren’t buying specific product groups and involved delivery drivers in the effort. Equipped with consumable flyers, catalogs, and targeted customer lists, the drivers played a key role in promoting the products, leading to increased sales and engagement.
“The consumables campaign produced a list of customers we were already visiting but who didn’t buy consumables. Tracking the campaign’s progress incentivized drivers, leading to new sales.“
– Kieran C., Parts Sales Manager, Chassis Cab
A single Sugar sales-i campaign generated over £150,000 in additional sales for consumables alone.
Sugar sales-i daily updates, combined with its intuitive design, empowered the team to:
- Quickly spot sales gaps,
- Track sales and marketing performance effectively,
- Target key accounts with the most suitable product categories,
- Make informed, data-driven decisions in real time.
As internal collaboration improved, Sugar sales-i became an essential part of Chassis Cab’s daily operations. It helped the team quickly respond to changing customer demands and market conditions. The benefits of Sugar sales-i were seen in all areas of the business, serving as a valuable tool for proactive selling, effective marketing, and better teamwork between internal and external teams.
“Sugar sales-i bridges the gap between internal and external work. The insight function, when paired with the campaigns tool, leads every sales pitch and helps fill gaps when talking to customers.”
– Kieran C., Parts Sales Manager, Chassis Cab
The Essential Tool for Future Growth
“We’re 5 years down the line; we’ve still got so much to grow. We would be one year down the track, not 5 years in terms of sales without Sugar sales-i.“
– Alistair M., General Parts Manager, Chassis Cab
The future looks bright for Chassis Cab, as they continue to leverage the power of Sugar sales-i to refine their sales strategies, execute successful campaigns, and stay ahead of the competition. The team is confident that their continued use of the platform will unlock even more opportunities and further accelerate their growth.
“Sugar sales-i has been a revolution for Chassis Cab Parts. Without Sugar sales-i we simply wouldn’t have had such rapid sales growth. Sugar sales-i is far better than expected and really is the best CRM & Sales analysis tool I’ve used. I would highly recommend using Sugar sales-i to help grow your business.“
– Alistair M., General Parts Manager, Chassis Cab
“Sugar sales-i is the tool that provides any proactive business the sales data and CRM required to not only succeed but thrive.”
– Kieran C., Parts Sales Manager, Chassis Cab
With Sugar sales-i, Chassis Cab is set to keep growing, staying ahead in a fast-changing market, proof that the right tools can transform a business and its future.
If you want to read more customer success stories, you can do so here.
