CASE STUDY

A self-service flow for a more efficient sales process

For whom

Bedrijfsfitness Nederland (BFNL)

Expertises

HubSpot consulting, Digital Marketing, HubSpot optimization, HubSpot onboarding, Sales Hub , Content Hub

The challenge

Through BFNL, employees can exercise more cheaply. This requires employers to enter into a framework agreement, after which employees gain access to the MijnFitnessPlan environment to purchase subscriptions. This process is relatively simple, but for smaller companies with fewer than 50 employees, it is not efficient for BFNL to involve sales staff in this. Moreover, there are different settlement options and the applicant is not always the one who signs the agreement. BFNL wanted to fully automate this process so that new applications can be processed without interference from the sales department.

Our approach

A self-service sales flow

To meet BFNL's demand, we developed an automated "Self-Service Sales Flow. In this workflow, the employer (BFNL's customer) can choose from three options. Each option has its own set of data and its own framework agreement.

First, we created three 'custom quotes' for the customer, each containing their own set of data tokens. Thus, each request gets a contract with the data applicable to that person.

We also built a HubSpot form that shows different fields based on the choices a customer makes. This makes it easy for the BFNL customer and allows us to store and process the correct customer information.

One of the complications we had to overcome is that the person filling out the form does not have to be the one authorized to sign. For that, we wrote custom code that checks if the email address of the "administrative contact" matches the person signing. If not, we create two contacts in the CRM and the code ensures that the correct person is added as the signer. This person is then also the one signing via HubSpot e-signing, while the 'administrative contact' is in the deal.

A deal is created for this purpose, which then enters a specially set up 'self-service flow' pipeline. Now a process is started that collects all the data and uses this to create the contract.

When this is done, the contract is sent to the appropriate people and a 'reminder workflow' starts. This reminder workflow reminds the appropriate contact - through a number of emails - to sign. When the contact does not sign, the deal is 'lost'. When the contact does sign, the workflow stops, the deal goes to 'won' and the contact owner is notified. The organization is then marked as a customer and all relevant data from the contract is automatically updated.

The Result

BFNL's new automated sales flow was successfully implemented and went live. This led to a significant improvement in efficiency, allowing the sales department to focus on larger companies and more complex deals. The first deals signed through this automated flow were successfully completed within days of going live. Thanks to the solution, smaller companies can now close framework deals easily and quickly without manual intervention, resulting in faster processing and improved internal and external customer satisfaction.

"We experienced a great partnership with Bright. The Self-Service Flow they developed for us was of strategic importance to provide even better attention to our larger customers. Together with Bright, we created a fully automated sales process in HubSpot, including various touchpoints throughout the sales process.

Antonio Barradas

CEO, Bedrijfsfitness Nederland

Moreover, the Self-Service Flow works so well that we have decided to support all clients with fewer than 75 employees in this way from now on. Thanks to this approach, we can now continue to approach new customers in an effective and scalable way, while freeing up our resources for larger and more complex projects. Bright's team provided us with excellent support in this regard, making the implementation quick and smooth."

Gerrit Faber

Head of Sales, Bedrijfsfitness Nederland

What Bedrijfsfitness Nederland says about Bright: