11.9% more revenue. A sales process as clear as the label.
A health and wellness brand growing more than 50% a year on a sales process that had not kept up. So we defined it, then automated it.
- Client
- Project lead
Trav WhiteFounder and Head of AI Engineering
- Industry
- Health and wellness products
- Location
- Brisbane, Australia
- Solution
- Sales automation
- Award
- 2022 Impact Awards
01 The briefDefine the sales process in HubSpot for every kind of customer, automate the follow-up, attach wholesale deals to the right business, and replace the daily Excel reports with reporting that runs itself.
Growing faster than the process behind it.
Nutra Organics started as a garage passion project and grew into one of Australia's leading health and wellness companies, making skincare and nutritional products. It sells through wholesale, eCommerce and distributors.
Sales were beating their goals by more than 50% year on year. As the orders grew, so did the manual work behind them, and Brad Hooker came to us looking for help defining the stages of the sales process for the wholesale, eCommerce and distributor team.
It stayed that way because the business was growing faster than its process. Without agreed stages, every customer conversation ran a little differently. Wholesale orders came in through the Shopify integration, which is built for people buying for themselves, so each new deal was attached to a single contact and reps could not see a business's full history of orders. Reporting was done by hand in Excel every day, across departments, while the team was already stretched.
A full HubSpot audit confirmed it: the automation, sales and contact tools were in the portal but were not working together. We answered with a Sales Bootcamp.
Three things in the way
- No agreed sales stages. So follow-up and approvals depended on who picked up the customer.
- Wholesale deals attached to people. Shopify linked each deal to a contact, where reps needed the business's whole order history.
- Daily reports by hand. Pulled into Excel from more than 20 platforms, taking days of the team's time.
From first order to the next one.
Five pieces of the sales process, in the order a customer meets them. We mapped it with Nutra's own sales reps in a series of pipeline workshops.
A defined sales process
Clear stages for every customer type, wholesaler to distributor, with how often to follow up, how long to wait between, and who approves a customer to on-sell Nutra products.
A welcome series for new customers
An email series that explains in detail how to order and suggests products, adding one more contact alongside the sales rep's own follow-up.
Cross-sell by industry
Automation recommends second and third products from the customer's industry, a gym or a health food store, and HubSpot tells the rep the upsell and cross-sell options from deal history before the next call.
A back-burner stage
A customer who goes quiet stays in the pipeline, and the stage prompts a rep to revisit and follow up after 90 days.
Win back and re-order reminders
A win back email series for inactive companies, with task reminders for reps across six months, and a notification to the rep whenever a regular re-order is missed.
A quiet customer was often an order later. That was Nutra's own experience, so the pipeline plans for it and keeps reps focused on active customers and new business.
- The customer A beauty spa, buying wholesale.
- What they bought Collagen Balm.
- What the rep is told Recommend Collagen Mist on the next call.
The same rule runs for every industry Nutra sells into, so the suggestion is waiting in HubSpot before the rep picks up the phone.
Every wholesale deal now belongs to the business that placed it.
Selling to businesses through a store built for shoppers?
Sales, marketing and reporting, on one CRM.
Everything below reads from, or writes to, the same HubSpot records the reps use.
Sales Hub
The sales process itself, and the automation that runs it.
- A defined pipeline, wholesaler to distributor
- A back-burner stage with a 90 day follow-up
- Workflows for follow-ups and approvals
- Upsell and cross-sell prompts from deal history
Marketing Hub
The emails that keep a customer ordering.
- A welcome series on how to order
- A win back series for inactive companies
- Six months of rep task reminders
- Missed re-order notifications
Integrations
The three connections that fill the gaps.
- Shopify, for eCommerce and wholesale orders
- Associ8, to match deals to companies
- Databox, reporting from 20+ platforms
Training
How Nutra's team learnt to run it.
- Sales pipeline workshops with the reps
- A Databox workshop on building reports
- HubSpot training and support
Deals on the business, where reps look.
Shopify's HubSpot integration is built for consumer brands, so a new deal only attaches to a contact. Nutra sells mostly to businesses, and needed every deal on the company.
Why it matters to a rep. Nutra's team can keep working with companies in HubSpot, the way they actually sell, and see a business's whole purchase history on one record before a call.
How the four goals turned out.
What Nutra Organics asked for before the project started, and where it stood once it was live.
Goal 01
HubSpot support, and advice on working more efficiently
We ran a full HubSpot audit, then the Sales Bootcamp with training and support for the reps. Shopify was attaching wholesale deals to single contacts, and we fixed that with Associ8.
Every
wholesale deal matched to the business that placed it, automatically. Shopify had attached each deal to a single contact. Reps now see a business’s whole order history on one record before a call.
Goal 02
More time on the work that matters, with less manual input
We built the back-burner stage, the win back series, missed re-order alerts and cross-sell prompts, all run by HubSpot.
7.3%
more deals, helped by the win back series. HubSpot follows up the customers who have gone quiet and reminds reps about a missed re-order, so the reps spend their time on active customers and new business.
Goal 03
A clearly defined sales process in HubSpot
We set up stages for every customer type, with follow-up timing and approvals, and a welcome series for new customers.
11.9%
more revenue, and a 4.6% rise in average order value. The sales automation and one consistent way of looking after each customer contributed to both.
Goal 04
Reporting that is simple to use, analyse and display
We connected HubSpot to Databox, which pulls in the 20+ platforms reports came from, and ran a workshop on building reports.
20+
platforms now feed one Databox interface. Reports that were pulled into Excel by hand every day, taking days of the team’s time, now run themselves, and the team builds its own.
Put together, Nutra’s sales process has caught up with a business that was growing more than 50% a year. Revenue is up 11.9%, deals are up 7.3% and average order value is up 4.6%, on one defined process that HubSpot runs.
The reps spend their time on active customers and new business, while HubSpot follows up the quiet ones. Reporting no longer takes days of the team’s time in Excel.
“You guys were really helpful and you made it really EASY!”
Nicole Eaton
Nutra Organics
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the HubSpot audit and the Sales Bootcamp, through the Shopify and Associ8 fix to Databox reporting.
HubSpot Certified Trainer, Multi HubSpot Impact Award winner, Founded Neighbourhood in 2015
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