Sales Development in the Steel Industry – The Success Story of Orha Művek and Salesforce

Orha Művek Zrt. has been a key player in the Hungarian construction and steel industry for nearly 15 years. Since 2014, the company has been engaged in steel wholesale, while also focusing on steel structure manufacturing, high-rise construction, and industrial hall construction and leasing. Its product and service portfolio uniquely covers almost the entire value chain of lightweight industrial facility construction in Hungary.

Their motto is simple yet powerful: quality, reliability, and continuous development.

The Business Challenge

While competitors typically limit themselves to selling raw materials, Orha Művek aimed to stand out by offering full-scale processing and service capabilities. To achieve this, the company needed a digital tool that could:

• provide full transparency across the sales process,
• support proactive customer engagement,
• ensure accurate and efficient customer database management,
• track offers, contracts, visits, and every customer interaction.

Salesforce Implementation

In 2015, Orha Művek chose Salesforce CRM. The primary business goals were to:

• support proactive sales,
• ensure transparent customer data management,
• document all relationships and interactions (emails, contracts, offers, meetings),
• plan and track business opportunities.

Within a short time, the system made daily work easier for employees and brought a new level of transparency to sales processes.

Evolutionary CRM Consulting

Implementation was only the first step. With the support of Attention CRM Consulting, Orha Művek launched an Evolutionary CRM Consulting (EVO) program – a continuous, multi-element collaboration designed to ensure ongoing system improvements and user adoption.

Key elements of the program included:

• developing a CRM strategy aligned with business goals,
• analyzing and optimizing processes,
• continuous monitoring and iterative improvements,
• ensuring data quality and security,
• user training and change management,
• designing executive reports and dashboards.

Thanks to this, Orha Művek remained agile and responsive in a rapidly changing business environment, while building stronger customer relationships.

Targeted Developments

Following discovery, the company defined several improvement priorities:

• Efficient lead management – Web-to-lead process, with automated lead and task assignment,
• B2C customer management – integrated newsletter subscriptions and opt-outs,
• Quote automation – converting opportunities into measurable deals,
• Customer focus – identifying top and dormant clients,
• Plan/Actual reporting – personalized dashboards for both sales reps and managers.

The next step: campaign management within Salesforce, enabling even more integrated customer communication.

Results and Lessons Learned

The story of Orha Művek clearly shows that digital transformation in the steel industry is not a luxury, but a competitive advantage. With Salesforce and Attention CRM Consulting, the company:

• built stronger customer relationships,
• made sales performance measurable,
• prepared itself for future market challenges.

The key lesson: CRM is not a one-time implementation, but a continuously evolving, business-supporting system that drives long-term growth.

Conclusion

Orha Művek’s example proves that even in traditional industries, digital solutions play a critical role. With the introduction of Salesforce and the adoption of Evolutionary CRM Consulting, the company not only optimized its sales processes but also laid the foundation for sustainable growth and a customer-centric future.