Personality, determination and a very good understanding of the drainage industry – all qualities that Vicky Smith puts to excellent use as an online sales executive at Lanes Group plc.

Helping customers with drain and sewer problems can be a tricky task. Drainage systems can be complex. Most are hidden underground, and often the people needing the service are not in the best of moods, naturally. It is not good when a drain blocks or a pipe leaks.

But Vicky, based in the marketing team at Lanes HQ offices in Eccles, Greater Manchester, has a simple approach.

She makes sure customers making online enquiries can get access to the best expert advice and the precise drainage service they need quickly and effectively anywhere in the UK.

Her success in supporting customers who make service enquiries to Lanes’ website over the last two years has earned her a Special Recognition Award.

Vicky says: “I love my job. The buzz of helping customers and, at the same time, making a sale, is fantastic. For me, Lanes is a great place to work, because it’s commercially fast-paced, and we’re providing a very good service that people really need. Everyone wins.”

Vicky’s first role at Lanes, when she joined the company in 2014, was as a marketing executive.

However, Head of Marketing Michelle Ringland needed someone to make sure increasing numbers of online enquiries – thanks to Lanes’ proactive digital marketing strategy – were being responded to effectively.

So, she asked Vicky if she wanted to spearhead the process. Michelle says: “Vicky has a very bubbly personality and had worked in telesales before, so she was the ideal candidate. She has grasped the opportunity with both hands and is doing a great job supporting our customers.”

Just over two years on, Vicky can lay claim to making sure Lanes has a good system in place for converting online enquiries from both commercial and domestic customers.

Sales from online enquiries grew by over 60% in the second year. In many cases, commercial enquiries have led to Lanes getting repeat business, turning a speculative enquiry into a loyal customer.

Vicky says: “My sales process starts with a phone call to the prospective customer. If they then prefer to communicate by email that’s fine. For domestic customers, I see the enquiry through to the end, making sure they get the service they need.

“For many commercial enquiries, I work with the national or depot sales managers. The better the initial experience a new commercial customer has, and the better the information I can pass on to my colleagues, either verbally or through our customer relationship management system, the better chance we have of winning the order.

“It’s great to know I can help Lanes build strong relationships with customers, and sales managers recognise the benefit of the work I do. But I do have commercial customers who keep coming back to me, and that’s fine too. I do benefit from sales bonuses after all!”

Vicky’s online sales success is likely to lead to further expansion of the service. Lanes is determined to stay at the forefront of digital marketing and sales in the drainage industry, and Vicky is determined to help it lead the way.