Overview
A South African manufacturer and retailer of modular overlanding and 4×4 storage systems partnered with ChillyChoo to rebuild its website, connect ecommerce to backend accounting, and roll out a CRM across its retail and wholesale sales teams.
With a growing dealer network and product range, the goal was to reduce manual work, improve pipeline visibility, and give the sales team a single source of truth – without slowing down day-to-day operations
Problem
Retail and wholesale leads were tracked informally across spreadsheets and inboxes – with no visibility into pipeline health and inconsistent handoffs to the sales team.
The situation included:
- No structured way to track leads from enquiry to close
- Frequent inconsistencies between what sales knew and what was actually happening
- Increased risk of leads slipping through the cracks entirely
win rate achieved once pipelines were structured properly
The lack of structure slowed down the sales process and made it difficult for the team to know where to focus their attention.
Approach
We stood up a CRM system with structured retail and wholesale pipelines, connected it to backend accounting and ecommerce, and rolled it out to the internal sales team.
The solution included:
- Separate pipelines built for retail and wholesale sales
- CRM connected to accounting eliminating manual data entry
- Team training and rollout so adoption actually stuck
This gave the sales team a single source of truth, replacing scattered spreadsheets and inboxes with one connected system.
Outcome
The sales team now works from structured, visible pipelines, with a strong win rate across both retail and wholesale deals. Manual data entry was eliminated, pipeline visibility became clear across both channels, and the sales team can now see exactly where to focus their attention – resulting in faster follow-up and better-tracked deals.
The results were real and measurable:
win rate across pipelines
+
tracked from enquiry to close
The sales team was able to shift focus to higher-value work, following up on live deals and building dealer relationships – enabling faster decisions, better pipeline visibility, and a smoother experience for both retail and wholesale customers.
Before vs After
The Difference a Proper CRM Makes
Manual Tracking
- Leads tracked in spreadsheets and inboxes
- No visibility into pipeline health
- Inconsistent handoffs to sales
- Deals slipping through the cracks
Structured CRM
- Every lead tracked from enquiry to close
- Clear pipeline visibility, retail and wholesale
- Consistent handoffs across the team
- 75% win rate across pipelines