How Claap Helped Dune Energie Standardize Sales Processes and Boost Closing Rates

With

Pierre Ardellier

Head of Sales

DUNE Energie

https://dune-energie.fr/

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About

Pierre Ardellier is a French professional with a background in energy and engineering. He has held positions at companies such as Altrad, a global leader in industrial services, where he has been involved in various projects and initiatives. His experience spans across different aspects of the energy sector, including engineering, project management, and business development. Pierre's contributions have been instrumental in advancing the objectives of the organizations he has been part of, particularly in the areas of energy efficiency and sustainable development.

Who They Are: A Trusted Partner in Energy Brokerage

Dune Energie unites a network of experts specializing in the gas and electricity markets. They provide energy brokerage services for businesses, local authorities, and retailers, collaborating with top-tier energy suppliers and network operators to offer tailored solutions for optimizing energy costs. With their expertise, Dune Energie helps clients navigate the complexities of energy markets while maximizing cost efficiency.

The Challenge: Turning Chaos into Clarity

When Pierre Ardellier joined Dune Energie, he found a sales team that relied on a high-volume approach with little structure or process in place. “The team relied on a high-volume approach, making endless calls and banking on quantity over quality to close deals,” Ardellier explained.

The lack of standardization created inefficiencies. Of the 28 salespeople, only five were designated closers, and the team struggled with disorganized deal tracking. Ardellier noted that “only 20% of projects were properly recorded in the CRM, with most deals still tracked on poorly maintained Excel sheets.”

Another significant challenge was the disparity in closing rates. Some senior closers achieved a 95% success rate, while others lingered at 60%. Without recordings or a centralized repository of knowledge, there was no way to analyze these differences or train newer team members effectively.

To hit their growth goals—scaling the team to 45 salespeople and building a specialized enterprise team—Dune Energie needed a major overhaul of its processes and tools.

The Solution: Claap as the Sales Engine

Ardellier implemented Claap to address these challenges, leveraging the platform to build a structured sales process and introduce data-driven coaching. Claap delivered value in two key areas:

Standardized Sales Workflows
Ardellier restructured the sales pipeline, from initial discovery calls to personalized proposal presentations. With Claap, every interaction was meticulously documented, ensuring greater consistency and accountability. Claap’s integration with Salesforce also automated manual data entry, reducing errors and saving valuable time for the sales team.
A Sales Academy for Knowledge Sharing
Claap empowered the team to record and analyze sales calls, building a library of best practices. Junior reps could study top closers’ techniques, learning how to navigate objections and structure pitches effectively. “We now understand what our top performers are doing differently and use those insights to improve the entire team,” Ardellier noted.

The Results: A More Efficient, Higher-Performing Sales Team

With Claap’s implementation, Dune Energie experienced immediate improvements:

Increased Closing Rates
By reviewing recorded calls and identifying common pitfalls, Ardellier and his team improved performance across the board. “We pinpointed weaknesses in pitch structures and trained the team to avoid them,” he explained. The result: more consistent success rates among closers.
Faster Onboarding for New Hires
New reps were able to ramp up more quickly by studying a repository of winning calls. Claap’s intuitive tools enabled them to grasp effective sales techniques in less time.
Streamlined CRM Usage
Claap’s integration with Salesforce eliminated the reliance on Excel spreadsheets. As Ardellier noted, “Now our CRM is up-to-date without added effort from the sales team, so they can focus on selling.”

The Future:

Scaling with ConfidenceDune Energie plans to grow its sales team to 45 reps in the coming year, adding specialized teams for enterprise accounts. Claap will remain central to this expansion, enabling the company to maintain consistency and efficiency as they scale.“Claap isn’t just a tool; it’s the foundation of our sales strategy,” Ardellier shared. “It lets us scale smarter, faster, and with far less friction.”A Culture of ExcellenceWhat began as a chaotic team with no clear processes has transformed into a well-structured, high-performing sales operation. By centralizing knowledge and standardizing workflows, Claap has helped Dune Energie create a culture of continuous improvement and data-driven decision-making.“Claap gave us the clarity and tools we needed to win more deals,” Ardellier said. “And we’re just getting started.”