Digital transformation of sales with a sales app

RUF Maschinenbau faced a fundamental decision: should sales continue to work with printed documents and analogue processes, or move consistently into the digital world? The answer came down clearly in favour of modernisation.

In future, sales staff were to have access to all relevant information at any time and capture leads directly in digital form, whether at trade fairs or in customer meetings on site.

The project had a twofold aim: a more efficient sales process and, at the same time, a more professional, contemporary presence.

Everyday sales work at RUF quickly showed where things were stuck.

Paper sales manuals went out of date faster than they could be reprinted. Business cards ended up in piles instead of being captured and processed promptly. Important information was scattered across different places and hard to access during a conversation.

The consequences were noticeable: media breaks, incomplete data and increased effort in following up on customer meetings.

A digital solution had to meet several requirements at once.

On the one hand, leads were to be captured quickly and reliably, ideally during the conversation itself. On the other hand, a central platform was needed that brings together product information, presentations and sales documents.

There was also a quiet but decisive requirement: the application had to be intuitive to use and fit into the daily work of the sales staff without friction, without adding complexity.

Together with RUF, Werkdigital developed a sales app designed specifically for tablets that brings all relevant sales processes together in a single application.

Leads can be captured directly on site, including automatic business card recognition that makes contacts digitally available within seconds. A central contact list provides an overview and makes later processing easier.

In addition, the app provides a fully digital sales manual and access to an extensive media library with product photos, videos and further content. This means products can be presented vividly at any time.

The combination of lead management and presentation tool has created a central tool for everyday sales work.

Since the roll-out of the sales app, RUF Maschinenbau has been working in a noticeably more structured way in sales.

Leads are captured consistently, information is available at any time during conversations, and following up on customer appointments takes considerably less effort.

This benefits not only data quality but also the use of the company’s own resources. At the same time, the sales staff experience a modern, digital way of working that makes their everyday work noticeably easier.

The app therefore pays off twice: for RUF’s market presence and for satisfaction within the team. A clear step towards truly digital sales.