The customer's story

Ahlsell increases their sales efficiency by implementing Sweet Portal

Ahlsell, the leading wholesaler of installation products within B2B in the Nordics needed a better support for the sales persons to be able to increase the sales efficiency in the company – they wanted their salesforce to spend more time with the customers and less time at the office. By implementing Sweet Portal and Sweet Performance, Ahlsell now has a smart and mobile solution which has been received positively among Ahlsell’s 3600 sales persons.
Customer: Ahlsell Solution: CRM & Performance

Ahlsell is the leading Nordic distributor of installation products and tools which supplies addressing installers, contractors, facility managers, industry, energy companies and the public sector.

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Ahlsell’s former CRM-system was slow and difficult to use, therefore, it was not being used effectively. The company had been looking for a better system for several years to be able to increase sales efficiency within the company. They wished for a mobile solution that would help them increase their sales efficiency and performance. They chose Sweet Systems and the Sweet Portal solution, which is called “A-sales” internally .


To be able to develop a customized solution for Ahlsell, a reference group was formed containing 20 employees from various parts of the organization. This group participated in workshops and demos during the entire project. They tested and gave their opinions about the functions in Sweet Portal. The new solution focused on:

  • Optimizing performance
  • Mobility
  • Ease of use and overviewing relevant information
  • Updating the user interface, making it simpler and more user-friendly
  • Simple & user friendly

Sweet Performance was implemented in Ahlsell’s solution to improve an overview of sales activities, planning and following up on the sales goals. Agathe Børhaug is the Regional Manager at Ahlsell in Norway and one of the participants belonging the reference group.

” I think it’s great that we, the people who are going to work in the new solution, have been given the opportunity to be a part of the project to give our feedback along the way. With the new solution from Sweet Systems it is easier to share information about our clients in a coordinated and professional way. I have worked with several CRM-systems before and A-sales has an entirely different level”

– Agathe Børhaug
Regionchef, Ahlsell Norge

In short

  • Ahlsell’s previous CRM-system was not used effectively and was considered to be slow and difficult use.
  • Sweet Portal and Sweet Performance were implemented to increase the effectiveness of the sales representatives. The mobile Sweet solution has a high performance and is customized to meet Ahlsell’s requirements.
  • 2 500/3 600 of Ahlsell’s salespersons are using the new CRM-system. The solution is highly appreciated among the users.
  • The cooperation between Sweet and Ahsell continues and the goal is to improve other parts of the business.

Next step

The new CRM-system is a part of an ongoing project which will make Ahlsell’s work easier. The first step was focusing on improving the work of the sales department and Ahsell’s management team. The second step is to develop the solution further and apply it in other departments within sales and marketing. The KPI function in Sweet Performance will be expanded, the telemarketing system will be integrated and Sweet Automation for marketing will be furtherimplemented.