CUSTOMER SUCCESS STORY

Salford Group Enhances Their Dealer Experience

CLIENT OVERVIEW

Company: Salford Group

Industry: Agricultural machinery manufacturing (OEM)

Founded: 1978

Customer Base: North American dealer network plus international markets

BACKGROUND

A Leading Agricultural Equipment Manufacturer

Salford Group is a prominent North American manufacturer specializing in innovative agricultural equipment. They are recognized for precision machinery, including tillage tools, nutrient/seed application systems, air carts, and spreaders. With a vast dealer network across North America, Salford manages complex equipment lines that feature numerous customizable options and components. Beyond original equipment, they operate a significant aftermarket parts business to support the maintenance of their equipment in the field.

OPPORTUNITY FOR ADVANCEMENT

Can Digital Tools Help The Dealer Experience?

MODERNIZATION

Salford has always placed a strong emphasis on supporting its dealer network and customers in the field. As the company’s equipment portfolio expanded and the installed base continued to grow, Salford began evaluating how modern digital tools could further strengthen both the dealer experience and internal operations.

Several opportunities were identified:

SIMPLIFYING CONFIGURATION & QUOTING

Salford equipment offers a wide range of configuration options
Building accurate quotes required careful coordination between teams
A modern configurator could streamline the process while maintaining precision

PROVIDING DEALERS WITH DIRECT ACCESS TO PARTS ORDERING

Thousands of aftermarket parts support equipment operating in the field
Dealers relied heavily on internal teams to locate parts and place orders
A digital parts portal could give dealers faster, self-service access

REDUCING MANUAL ADMINISTRATIVE WORK

Customer service teams handled routine tasks such as: Quote updates, Pricing lookups, Order entry
Automation could reduce administrative workload and allow staff to focus on higher-value customer support

CONNECTING SALES & OPERATIONAL SYSTEMS

Information often required manual transfer between quoting tools and internal systems
Improved system connectivity could streamline workflows and improve accuracy

By investing in modern digital capabilities, Salford aimed to strengthen dealer support while improving operational efficiency across both equipment sales and aftermarket parts operations.

THE SOLUTION

Salford and Genalpha Work Together To Support Dealers

SALFORD PARTNERED WITH GENALPHA TO IMPLEMENT A COMPREHENSIVE DIGITAL SUITE

B2B eCommerce Platform: A dedicated portal for the aftermarket parts business, allowing for 24/7 ordering.
Advanced Whole Goods Product Configurator: An easy-to-use, easy-to-manage tool for building complex equipment.
Integrated Self-Service Portal: A system that allows dealers to access pricing and submit orders directly into Salford's internal systems, offloading administrative tasks from the service team.
Digital Catalogs & Visual Aids: Implementation of illustrated parts diagrams and VIN/serial number lookups to ensure precision in parts identification.

THE RESULTS

Significant Improvement Across The Board

IMPLEMENTATION PROCESS

The implementation of the Genalpha platform has delivered significant improvements across Salford’s original equipment and aftermarket segments:

OPTIMIZED EQUIPMENT SALES & MANUFACTURING

Faster Sales Cycles: Reduced back-and-forth communication and manual quoting have led to higher close rates.
Increased Order Value: The configurator guides buyers toward compatible upgrades and "complete" builds, increasing average order value and margins.
Improved Accuracy: Rule-based configurations prevent incompatible options, ensuring manufacturing receives clean, valid orders with fewer reworks.
Operational Efficiency: The system converts configurations directly into Bills of Materials (BOMs) and SKUs, speeding up the order-to-production workflow.

ENHANCED AFTERMARKET REVENUE

Revenue Growth: By making it easy to find and order correct parts, Salford captures revenue that previously might have gone to competitors.
Reduced Returns: Machine-specific filtering and visual diagrams have led to fewer wrong-part orders and credits.
Lower Cost-to-Serve: Automation of parts lookups and ordering has freed up staff to handle higher-value support tasks.

DEALER & CUSTOMER EXPERIENCE

24/7 Availability: Dealers can order parts and build configurations outside of standard business hours, reducing equipment downtime.
Increased Confidence: Visual confirmations and clear lead times have improved trust and repeat business.
Scalable Growth: The digital-first approach allows Salford to handle increased sales volume and support a growing installed base without adding additional headcount.