Webinar: How BRF Consulting scaled up LedWave sales with a customized Salesforce application

Presenting a compelling case study for companies that want to automate every aspect of their sales process, BRF Consulting recently hosted a Webinar to demonstrate how the implementation of a customized Salesforce application has helped transform LedWave's business.

As a leader in LED technology in Latin America, LedWave manufactures a vast portfolio of LED panels and related products. It also offers a comprehensive, 360-degree service solution that encompasses the sale of its LED panels to installation, metrics, content management, and technical support.

"When a customer comes to us, we take care of everything," says LedWave's Vice President, Alessandro Batista. "That's the complexity for us to develop and to deploy a project at LedWave."

LedWave's 360-degree service solution. Source LedWave

Since LedWave works with complex LED systems and time-consuming projects, it needed a powerful software that could integrate all its sales processes, maximize the time of its sales executives, and automate its services.

"It's not only about having the customer data, which products we are selling most, or which customers we should attend, but how to simplify the sales process," says Batista. "That's why we met BRF Consulting, and that was a really good surprise."

In 2023, LedWave contracted BRF Consulting to merge its complex portfolio and spreadsheet systems into a customized Salesforce Sales Cloud application. Since LedWave began using this application, the company has experienced more than 20% growth.

For Batista, "it's not only about being faster, but I also have the consistency and view of every process that is being done in the company, in the sales process. So, I think that's the beauty of Salesforce."

How was LedWave able to leverage its sales using Salesforce

After understanding LedWave's sales process, BRF Consulting customized a Salesforce Sales Cloud application, enabling LedWave to streamline its sales and automate operations.

"Ledwave had those spreadsheets that its sales team used to generate the proposals, so the main challenge here was to take an existing CRM program they used and replace all the formulas, all the coding," says BRF Consulting's Founder, Angelo Buss.

BRF Consulting also integrated Lightning Web Components (LWC), Visualforce, and Heroku into the application.

"What we did here was to create triggers for calculating the prices of the items and the total price and profit of each opportunity," explains BRF Consulting's Engineer Felipe Elijah.

"Every time that a commercial proposal is generated, it triggers Heroku using a future method, a sync method, to allow Salesforce to use a little more of the limits than the usual."

The application also facilitates the generation of editable PowerPoint commercial proposals, rather than static PDF files, therefore reducing manual effort and increasing efficiency.

"Everything is very customizable," Elijah adds. "You can easily create the data or gather the data into a table and allow users, later on, to modify it when the PowerPoint is generated."

BRF Consulting integrated LedWave's complex spreadsheet system into a Salesforce application, allowing the company to create .pptx proposals for its clients. Source BRF Consulting

The implementation of Salesforce Sales Cloud took about six months and significantly improved sales speed and visibility, enabling LedWave to manage larger client bases and complex projects more effectively.

From hours to minutes: How BRF Consulting helped LeadWave automate its sales using Salesforce

Q&A

How long did the process take to automate LedWave? And, how has this Salesforce application changed your company?

Alessandro Batista: From the very beginning, when we implemented Salesforce, it was around six months. But for companies considering having Salesforce, that's a project that never ends. I mean, every time you start using it, there are plenty of opportunities for you to improve and implement the process.

What changed in my business is that first, we sell more. And why we can sell more is because our sales team can be more focused on doing business, and letting the Salesforce platform do the work for them. Instead of taking one or two hours to respond to a customer, you can do it in 15 minutes. That allowed them to be more active in the sales process. We can see the growth of opportunities, and our sales have increased significantly as a result.

Which other integrations are you able to do inside Salesforce?

Felipe Elijah: We started working with LedWave, focusing on creating a commercial proposal using Heroku. It's a sort of integration, but it's not exactly from one software to another, so we can consider it the first integration.

Some of the integrations we managed to integrate are SAP, CNPjá, and, of course, RD Station. We also managed to gather data from Octadesk. But there is a huge variety of integrations that you can do with Salesforce, from any ERP to any other kind of software, including RD Station, which is more likely for a marketing department. So it's a huge, huge amount of integrations that you can do.

As Salesforce developers, you're aware that the platform has certain limitations, such as Governor Limits on the number of queries per transaction. Have you taken these limitations into account in your approach? If so, could you share what considerations or strategies were used to address them?

Angelo Buss: This is our daily work at BRF Consulting to make sure Salesforce can support all these integrations. Governor Limits is a problem for all the customers who leverage Salesforce. But we're improving our process as LedWave enhances its sales process while refining all the technologies around everything that is being implemented. So, it is a continuous work to be done.

Are you already looking into future evolutions in Salesforce, such as generative AI or more intelligent automation?

Alessandro Batista: We are already looking into this, as Salesforce has a powerful AI that we are already working with. So it definitely will support us even more.

Angelo Buss: We look forward to implementing Einstein AI, for example, from Salesforce. We are working with other artificial intelligence solutions for different customers, so we may bring new solutions for LedWave in the future.

As the number of clients increases, and the complexity does as well, do you feel that Salesforce has given you a solid foundation to handle that?

Alessandro Batista: Before we used Salesforce, we were using another software for CRM, and I think that's one of the reasons we merged to Salesforce, because we know that as the company is starting to grow, you have a customer database in your system. I think one of the softwares that gave us the support of having all that data on track was Salesforce.

So definitely, they have a solid foundation to handle all our data, not only from the customers' database, but also all the transactions, because when we do a project for a customer, it's not only having that basic information, but we also have to to keep a lot of documents, like certifications, engineering drawings, files. So Salesforce is very solid on integrating not only information about the customer, but also LedWave's complete service process.

*Questions and answers were edited for concision and clarity.

About the author: Anna Lopes is the Communications Associate for BRF Consulting, which specializes in the implementation and support of more than 20 technologies, including Salesforce and Heroku.