A CRM for Sales Brokers

Who is Key Yachting?

Key Yachting is a family-run boat sales company that specialises in the sale, resale and brokerage of performance yachts.

Based in Southampton, England, Key Yachting focuses on developing long lasting customer relationships by providing a personalised customer journey. As a result, the company has built up a sizeable list of loyal customers who often return, not only because of the yacht brands on offer, but because they trust the outstanding advice and level of service.

Upgrading to CRM

Buying a yacht is an extremely personal process. Because of this, Key Yachting found the need to replace their Microsoft Office set up with software that created a detailed sales pipeline while providing them with tools for easy customer targeting. Marketing Manager, Gemma Dunn explained: “Clients were managed using Microsoft Outlook which restricted staff as it wasn’t suitable for data management. The result of this was a reduced ability to conduct targeted marketing campaigns as we found it difficult to segment customers.”

New leads are generated by attending industry events, where new contacts are qualified by which boats they are interested in, their budget and other considerations. On top of this, customer retention is an important consideration because a good experience will likely lead to repeat purchases.

After researching the best customer relationship systems for their business, the company landed on Really Simple Systems’ CRM. Gemma continued: “Implementing Really Simple Systems truly transformed our contact management activities. Because the CRM is cloud based, our staff can work remotely and still access client data from wherever they are. We’ve found the email integration feature particularly useful because it means all client communication is automatically recorded and stored in writing, thereby making it easier to build relationships and segment contacts based on their interests.”

Implementing Really Simple Systems truly transformed our contact management activities.

An Email Marketing CRM

Now that Key Yachting were able to effectively sort their leads it was time to start targeting them with personalised email campaigns “We now use the Really Simple Systems Marketing tool to select leads who are only interested in particular boats. As an example, we can target specific leads in a catamaran themed email campaign that includes newsletters, open day invites and sale events.”

Gemma continued “We once used Mailchimp to manage our email campaigns, however it wasn’t able to provide us with the data we wanted. The Really Simple Systems Marketing tool is great as we can see which contacts are receptive to our emails (e.g. who opened or clicked through) providing insight on who is likely to buy.”

We now use the Really Simple Systems Marketing tool to select leads who are only interested in particular boats

Versatile CRM Software

Gemma concludes: “Really Simple Systems CRM has transformed how we interact with contacts and is an invaluable tool for Key Yachting. Our staff use it all day every day; it’s now the only database we use.”

“This piece of software should be a serious consideration for businesses of any size. We personally found the customisation options and email integration the most beneficial features, however the primary reason why we continue to use the CRM is because Really Simple Systems’ support team is world class.”

Really Simple Systems CRM has transformed how we interact with contacts and is an invaluable tool for Key Yachting.

If this case study of Really Simple Solutions CRM being successfully applied by a Sales Broker resonates with you, you can research further by either visiting our in-depth review, or going direct to their website: