Headquarters: Warwick, Quebec, Canada
Use Case: Improving Sales Performance Through Structured Data and Processes
Industry: Aerial platforms, hydraulic tables, road equipment, industrial access solutions, and material handling equipment.
Website: metallomax.com

Founded in 2004, Métallomax quickly established itself as a leading manufacturer of industrial lifting equipment, particularly through its REDLIFT aerial platform. Founded by brothers Pascal and Maxime Picard, who bring more than 40 years of industry experience, the company modernized and enhanced the aerial platforms originally developed at Plafolift, the business founded by their father in 1973.

Now led by Vincent Tourangeau, Métallomax is continuing its expansion across Canada. Backed by an experienced team and a forward-looking leadership approach, the company has built a strong reputation in the industrial, commercial, and residential construction sectors, as well as in advanced manufacturing environments nationwide.

Challenges

  • Siloed Data Management: Relying on Excel’s limited information sharing prevented the centralization of customer data.

  • Inconsistent Follow-Ups: Without a structured follow-up system, the risk of losing potential leads remained high.
  • Fragmented Sales Visibility: The lack of a structured pipeline made it difficult to forecast revenue and maintain a clear view of sales activities.
  • Missed Growth Opportunities: Limited visibility into customer purchasing habits made it difficult to identify cross-selling opportunities and maximize customer value.

  • Detailed Purchase History Tracking: The team needed better visibility into customer purchases, including key details such as serial numbers, warranty start dates, and warranty expiration dates.

Solutions

Zoho CRM Implementation

  • Process Standardization: Structured the use of the Leads, Accounts, Contacts, Opportunities, and Sold Products modules to ensure consistency across data management and daily operations.

  • Smart Segmentation: Implemented advanced segmentation criteria, including industry, account type, contact type, language, product categories of interest, and purchased product categories.

  • Cross-Selling Opportunities: Deployed automations that allow sales teams to quickly identify product categories already purchased by customers within the sales pipeline.

  • Customer Purchase Tracking: Developed a custom module to manage serial number tracking, as well as warranty start and expiration dates for purchased products

benefits

  • Centralized and Reliable Data: The implementation of Zoho CRM replaced Excel with a single, structured platform, centralizing customer data, reducing duplicate entries, and improving overall data quality.
  • Improved Sales Follow-Up: By standardizing processes across Leads, Accounts, Contacts, Opportunities, and Sold Products, teams gained a more structured and consistent sales follow-up process, significantly reducing lost opportunities and improving conversion rates.
  • Better Revenue Forecasting: Structured sales pipelines provide a clear, real-time view of the sales cycle, enabling more accurate revenue forecasting and more strategic decision-making.

  • Increased Cross-Selling Opportunities: Smart segmentation and automation make it easier to identify additional sales opportunities by leveraging customer purchase history and buying behavior.

  • 360° Customer Visibility: The custom-purchased products module provides complete traceability, including serial numbers and warranty tracking, allowing for stronger customer service, more effective after-sales support, and improved long-term client relationships.

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“Before working with BSP, we managed our customer data through Excel and our accounting system, and we were losing opportunities due to the lack of a structured follow-up process. BSP completely transformed the way we work by implementing Zoho CRM around our specific needs: standardizing our sales processes, intelligently segmenting our customer base, deploying automations to identify cross-selling opportunities, and even developing a custom module to track serial numbers and warranties.

Today, our team operates with a complete 360° view of every customer, our sales pipelines are clear, and we are making better business decisions. BSP took the time to understand our operational reality and delivered a solution that produces real results. I would confidently recommend their expertise to any manufacturing company looking to take the next step.”

Vincent Tourangeau

President & CEO, Métallomax

Let’s make it happen!

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