Prabha Fashion: exhibition leads that no longer go cold
- Zoho CRM
- Dealer and buyer pipeline
- Built by Biz Systems
Prabha Fashion is a domestic fashion brand managing wholesale buyers and dealer accounts across India. Its pipeline lived in WhatsApp threads and visiting cards. After trade shows in particular, good exhibition leads had no structured follow-up and went cold within weeks.
The objective
Build a structured buyer and dealer pipeline with automated seasonal follow-ups. Every buyer, from a first meeting at a trade show to a confirmed repeat seasonal order, should be tracked. Manual follow-up calls were to be replaced by sequences triggered by buyer stage and the collection launch schedule, so that no seasonal window is missed whatever the team's workload.
The challenge
- Buyers met at exhibitions sat in WhatsApp and visiting cards, with no structured follow-up after the show
- Seasonal collection launches had no automated outreach and depended on team memory
- Management had no view of the pipeline without asking each salesperson
- Dealer accounts and wholesale buyers were mixed together, with no segmentation
- There was no record of buyer history, so relationships were invisible to new team members
What was built
- A buyer pipeline with automation at each stage
- Exhibition lead capture, so every trade show lead enters the CRM straight away
- A post-exhibition sequence: a thank-you on day 3, the catalogue on day 7 and a check-in on day 21
- Seasonal triggers that email segmented buyer lists at each new collection launch
- Dealer and buyer accounts separated, each with its own pipeline view
- A management dashboard showing the pipeline by team member, account type and stage
The buyer pipeline
- Enquiry
- Sampling
- Negotiation
- Order confirmed
- Repeat
The results
- A complete buyer and dealer database with order history for each account
- Exhibition leads no longer go cold, because the three-touch sequence runs for every show lead
- Seasonal collection outreach runs on its own against segmented lists
- Management sees the full pipeline by team, region and stage without asking
- Repeat order rates improving as structured follow-up replaces informal WhatsApp reminders
More case studies: Citrus Fashions, Durja Boutique
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