“Effective onboarding not only ensures our customers have a smooth start but also lays the foundation for a strong, enduring relationship,” said Kristen Bell, the VP of Sales & Operations at Bell Forklift. While acquiring conquest customers is a primary goal, it’s equally important to cultivate long-lasting relationships with them. TMH Dealers realize many details need to be addressed when onboarding a new customer and that a comprehensive onboarding process is the key to building upon the customer’s initial sales experience.
“It is a different dynamic teaming up with a lead dealer. I’ve seen great collaboration between Bell Forklift and TMH,” said TMH Strategic Account Executive (SAE), Jewell Brown. Shortly after Central Transport was added as a Lead Dealer National Account, the Bell Forklift team earned an order for three hundred and fifty 8FBCU25s. TMH asked Kristen Bell if she would support the involvement of an SAE to help with the onboarding process. When Kristen agreed, TMH assigned Jewell, who previously worked with EquipmentShare (an LDNA for Forklifts of St. Louis).
“A great thing about Jewell is that she knows who to work with across the Toyota enterprise.” For both EquipmentShare and Central Transport, who are self-maintainers, Jewell teamed up with various departments on customer technician training, eCommerce parts purchasing, pilot reviews, and customer warranty training. When Central Transport forgot to include the stenciling of trucks with their first order, it was the collaborative efforts between TMH Design Engineering, Bell Forklift, and Jewell to find a solution shortly before production without impacting lead times. Upon receiving positive news, Central Transport ordered another 350 trucks (a few weeks before the pilot review of their first truck!).
“The purpose of a Strategic Account Executive is to ensure an excellent customer experience and to build loyalty,” said TMH VP of Aftermarket Operations, Bret Bruin. TMH has grown the Strategic Account Executive team to five associates. All assigned accounts are direct National Accounts except for EquipmentShare and Central Transport. “In four years, parts sales to SAE customers grew by more than $20 million, or about 35%. That revenue has provided a nice benefit to our dealers and TMH.” TMH will continue to look for opportunities to collaborate with lead dealers of national accounts to build on the success of these initial accounts.
As Kristen says, Jewell has been a lifeline with onboarding Central Transport. Her knowledge, leadership, and organizational skills have helped streamline the entire onboarding process. Her strong support has ensured a seamless transition of moving the customer into the Toyota product and the entire Toyota network. She has been a genuine asset to both the customer and to Bell Forklift.”
Pictured from left to right: Dorothy Johnson from Bell, Laura Smalarz from Central Transport, Evan Carosella from Central Transport, Kristen Bell, and Corey Boland from Central Transport.
