How Mahindra grew it's rural tractor sales
by 20%

"We weren't just leaking leads. we were losing visibility. Telecrm helped us track the entire customer journey."

- Mahindra CEO

15-20%

Increase in monthly business growth

100%

Visibility

20-25%

Rise in digital lead contribution

Industry: 
AUTOMOTIVE
Company Size: 
100+
Most Impactful Features:
One Click Dialer
Leaderboard Report
Whatsapp Broadcast
Call Reminders
Sales Reporting
Triggers & Workflows
Auto Call Recording
Agents Report
Bulk Edit Leads

The Challenge: Managing Rural Tractor Sales

Mahindra Farm Equipment Sector (FES), the world's largest tractor manufacturer by volume, have a dedicated vertical to help farmers buy and sell pre-owned tractors with ease. But in rural India, where customers aren't always digitally connected, this was something challenging.

Mahindra's used tractor division was managing thousands of customer inquiries manually, relying on Excel sheets and call centres for both online and offline leads.

Study Highlights

The Challenge Where things started breaking Turning point The Solution Results The Impact

Where things started breaking

Mahindra Farm Equipment Sector (FES), the world's largest tractor manufacturer by volume, have a dedicated vertical to help farmers buy and sell pre-owned tractors with ease. But in rural India, where customers aren't always digitally connected, this was something challenging.

Mahindra's used tractor division was managing thousands of customer inquiries manually, relying on Excel sheets and call centres for both online and offline leads.

Everything was happening but nothing was visible. We were operating blind.

Turning point

We realised In rural markets, customers always wanted to talk to any representative before taking action. But we couldn't track what happened after that call. We needed end to end visibility.

Mahindra needed a system that could:
  • Centralise lead management
  • Track caller and dealer productivity
  • Provide real-time reporting

The solution

That's when Mahindra made the switch to Telecrm—and built a brand-new flow from the ground up.

They brought their tele-calling operations in-house and divided the system into two teams:

1. A central tele-calling team to qualify and nurture leads who work remotely.
2. Local dealer responsible for store visits and conversions

This division brought clarity. Tele-callers focused solely on lead qualification, while dealers handled store visits and conversions

What Changed

Capture & Distribution

Whether a lead came from a digital ad or a toll-free call, it was instantly recorded, along with the location details. The lead was then automatically assigned to the sales representative at the nearest location provided in the form. Sales reps qualified each lead's profile with crucial details like budget, model preference, buy type (loan or cash), etc.

Seamless lead transfer

The moment a lead was qualified by the sales rep, it was transferred automatically to the right dealership based on location. But this time, it was different because the lead came with notes, preferences, and previous touchpoints, all in one place in the form of lead history and fields in Telecrm. Now, the dealers didn't have to ask the lead to repeat the details again. The process became smooth. There was no confusion about what the sales rep had communicated or committed to the lead.

Follow-up reminders

Earlier, follow-ups were inconsistent. because there were no proper system where the local dealer can see whom to follow-up with, when to follow-up, or anything to remind the farmers.
With Telecrm, every lead was followed up with precision: Automatic task reminders ensured no call or message was forgotten. Dealers had full visibility into follow-up history. Team could see which stage the farmer was in and act accordingly

Remote team management

Monitoring in-house team that works remotely was a real challenge. But with Telecrm's detailed performance reporting, Mahindra gained full visibility into each rep's activity—whether they were working from home or in the field.

The impact: bridging distances, building trust.

Telecrm didn't just optimise Mahindra's sales process—it helped them reconnect with rural India on a deeper, more human level.

Earlier, farmers felt like faceless leads, lost in a chaotic system. With Telecrm, they were heard, valued, and followed up with consistently—every interaction backed by context and care.

The results were both emotional and measurable:

15-20%

Increase in monthly business growth

100%

Visibility

20-25%

Rise in digital lead contribution

By streamlining the old tractor procurement process, Mahindra was able to buy back more pre-owned tractors from farmers.

This, in turn, boosted sales of new tractors, as many farmers chose to upgrade right after selling their old ones.
Telecrm didn't just plug the gaps between rural India and Mahindra's salesteams—it built a bridge.

It brought structure to an unstructured rural sales process—from first touchpoint to store visit—and enabled Mahindra to track and optimise the entire customer journey, even across the most disconnected regions.