Case Study

SalesExec™ Enables Steinway & Sons to Route Internet Leads to Dealers and Franchisees, Streamlining Sales Efforts and Boosting ROI.

Dana Messina
Dana Messina

CEO (retired), Steinway & Sons

“I highly recommend this software for firms looking to manage the distribution of leads to dealers or franchisees. The software is easy to use and has excellent features compared to many of the systems we reviewed.”

Steinway & Sons


With two hundred authorized dealers worldwide operating out of nearly 80 countries and in many different languages, internal solutions were fail- ing to get every lead to the appropriate dealer in a timely fashion. Steinway & Sons customers were making web inquiries and expecting immediate action. Steinway needed a system to deliver each lead to the appropriate location instantly. They needed a system that could route leads based on multiple sets of different criteria including country code and zip code, in order to get leads to the correct location. They needed a system that could handle dozens of delivery rules, handle different languages, language character sets, and automate lead delivery.

Nearly 80% of Steinway & Sons prospective customers begin their search for information using one of the Steinway & Sons websites. The process of lead capture and delivery from these sites was manual, slow and did not provide Steinway with the ability to track the progress of a lead lifecycle. The delay of lead delivery from corporate headquarters to the local dealer was the reason for the implementation of automation in order to improve customer satisfaction. Steinway wanted online inquiries in the hands of a local dealer immediately. They wanted a system to verify delivery, as well as the ability to measure the response time and how it could improve customer satisfaction.



  • Lead Capture and Reporting Database – A central database that would capture phone and online lead inquiries, while allowing for real-time lead performance reporting. The system had to be easy to use and navigate for branch managers in US territories. The management team of Steinway & Sons wanted to use LeadExec & SalesExec reporting database to update lead delivery rules, input new dealer information, report on internet lead flow, and report on leads that needed attention.
  • Lead Distribution – The lead distribution rules needed to allow for country codes, US and Canadian postal codes, and dealer performance levels. In North America, regional managers change the zip codes constantly, as sales territories are changed.
  • Web-Based Dealer Locator – Steinway & Sons web-based dealer locators found on their main website required LeadExec and their website to update in real-time. This solution would display in real-time to potential customers a dealer in their area that could service them.


  • Improved Lead Response Time
  • Improved Dealer Participation by Tracking Open Rates
  • Centralized Solution for Management of Leads
  • Customized Lead Routing Options that Lead to Lift in Sales Revenue.
Steinway piano

About Steinway & Sons

Steinway & Sons is a world-class manufacturer of pianos. The pianos are recognized by their quality as well as the attention to detail that makes their pianos iconic and world-renowned. With more of their potential customers going online to re- search Steinway pianos prior to purchase, Steinway needed a solution to reduce contact time on internet inquiries as well as providing a level of service synonymous with their brand name.

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Key Features

Sales Workflows

Create multiple sales workflows with customized lead status

User Permissions

Multiple user permission levels and account hierarchy

Lead Fields

Add lead fields with field permissions

Import & Exports

Import lead lists, add leads, and export leads

Campaign Tracking

Track Marketing Channel, Campaign, and Lead Source ROI

Lead Source Integration

Integrate third party lead sources

Email Nurture

Automated email nurture with email template designer

Text SMS

Text SMS delivery with compliant messaging solution


Webhooks to update lead data or extract lead data

Push or Pull

Lead routing options include Push and Pull strategies

Lead Prioritization

Prioritize lead assignment based on criteria, first in, state calling hours, teams, and more


Respond to leads instantly via iOS or Android mobile device

Call Distribution

Intelligent Routing: Shotgun, Queues, Criteria, Forwarding, Redirect

User Availability

Salespeople opt to receive calls or set as unavailable

Dynamic Sales Scripts

Interactive sales scripts to help salespeople convert inbound calls

Real-time Notifications

Salespeople receive real-time inbound call notifications

Call Flows

Configure queues, redirect calls, messages, text to speech

Purchase Numbers

Purchase 1-800 or local numbers

Local Presence

Dial leads from local area codes

Voicemail Drops

Pre-recorded voicemails delivered instantly

Lead Disposition

Update leads with status and action

Suggested Leads

Pull leads and allow prioritization


State calling hours and DNC list management

Sales Stats

View real-time team performance

Call Recording

Listen to calls for coaching opportunities

Automated Email

Deliver emails based on lead status and action

Transfer Calls

Team members can pre-screen calls and transfer