1. El Catador Streamlines its Sales Processes andImplements
Plans to Increase its Customer Base
CUSTOMER CHALLENGES:
EMPLOYEES
Lack of tracking customer retail store
201- 400
cash purchases
No formal lead generation program
INDUSTRY
Lack of proactive sales tactics
Wine import and distribution
CUSTOMER With over 30 years of experience in the According to Hank Perea, CFO of El
CREDENTIALS import and distribution of wines and other drinks from Catador,“We wanted a CRM that would change
Located in Santo Domingo, around the world, El Catador is the Dominican and have a fundamental impact on the way we
Dominican Republic Republic’s leading wine distributor. Its main retail sell, and many American-designed systems
store in Santo Domingo is the only shop in the don’t jive with the Latin American culture. Doble
Operated by the Bonarelli Dominican Republic to receive Wine Spectator’s Group has cross-border experience, which
family Award of Excellence for three consecutive years. reduced the culture gap, and we value the
technology experience of Mariano J. Doble, CEO
Leading distributor of wine in Though the company continues to be of Doble Group.”
the Dominican Republic successful and grow its business, El Catador wanted
to find a method to improve contact with past To begin the project, Doble Group
customers, especially those who buy from the reviewed the business processes of El Catador to
company’s retail store and use cash to do so. The see how they would fit with Salesforce.com. They
company’s management noticed that those cash generated a comprehensive document called a
sales were not being tracked and that little to no business process review which described how El
upselling was being done. Once El Catador decided Catador could go about changing some of its
that implementing a CRM system was the best course internal policies and procedures. These new policies
of action, its management reached out to and procedures allowed El Catador to better capture
Salesforce.com and was put in contact with Bianka and generate sales leads and increase their client
O’Kelly of Doble Group.The Miami-based consulting base. Salesforce CRM has also allowed the El
firm, combines sales performance improvement Catador sales team to be more proactive in its sales
consulting with cloud computing technologies to processes.
improve business results for companies throughout
the U.S., Central America, the Caribbean and Latin
America.
sales
performance
c ons ulting

2. Solution Delivered & Results
Solution delivered:
Salesforce Enterprise Edition
Integration with existing ERP system
Salesforce Administration Training
Ongoing support program – performance
management
Results:
Online tracking of sales leads
Introduction of proactive sales processes
Enhanced generation of sales leads
Formal tracking of cash-based retail store
customer purchases
Improved communication between sales team
members
“We needed a solution to help us
improve our sales in the future, especially with
below average economic conditions,” explained
Perea. “The cost for both the Salesforce.com
software and consulting from Doble Group made
sense for us. We’re happy with what Doble Group
has done for us, especially at the cost for which it
was done!”
Since its Salesforce CRM has been
implemented, El Catador has been busy cleansing its
sales database, adding customer e-mail addresses
and performing other updates. Perea and his team
hope to capture more clients to make more money in
the future. El Catador has been utilizing Doble Group
expert technical support to help the company
maximize its investment.
15715 South Dixie Hwy, Suite 202
Miami, FL 33157
Phone 877-362-5348
Email: info@doblegroup.com