# Two hundred customers stopped ordering and nobody noticed. — Radexus

> Reorder rhythms were entirely visible in the order history. Nobody was reading them, because the sales team called on their own rhythm instead.

*Source: https://radexus.com/cases/dealer-silence/*

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[Success stories](https://radexus.com/cases/)  /  Industrial distribution

# Two hundred customers stopped ordering and nobody noticed.

- Sector: **Industrial distribution**
- Scale: **North India, INR 260 Cr revenue**
- Duration: **2 quarters**
- Number agreed: **Active buying accounts**

In this success story
- [The simplest possible build](#h-0)
- [The result](#h-1)

Reorder rhythms were entirely visible in the order history. Nobody was reading them, because the sales team called on their own rhythm instead.

An industrial distributor with roughly four thousand trade accounts, most of them buying on a predictable rhythm: a workshop that orders every five weeks, a plant that orders quarterly, a contractor that orders when a project starts. That rhythm is sitting in the order history in plain sight.

The inside sales team called accounts in territory order, working through a list. So an account that had quietly stopped ordering four months ago would be called when its turn came around, not when it went quiet, and by then it had usually found another supplier.

## The simplest possible build

This engagement is included here because it was almost embarrassingly simple, and it produced the second-highest return of anything in this list. There was no model doing anything clever. There was a reorder interval computed per account from its own history, a due date derived from it, and a queue sorted by how overdue an account was rather than by territory.

The hard part, as always, was that the same customer existed several times: once under the workshop name, once under the proprietor's name, and sometimes once more under a GST registration entered differently. Until those collapsed into one account, no rhythm could be computed at all.

**Not everything needs to be clever**We proposed the sophisticated version first, with propensity scoring and basket analysis. The client asked what the simple version would do. The simple version did most of it, so that is what we built, and we told them the sophisticated version was not worth their money yet.

## The result

A hundred and eighteen dormant accounts placed an order within two quarters, from the same number of calls made in a different order. The sales manager's observation was that his team had not worked harder, they had simply stopped calling people who were fine and started calling people who had left.

**Active buying accounts**Number agreed, ordered in trailing 90 days

**+118 accounts**Result at 2 quarters, reactivated from dormant

**Same volume**Inside sales calls, re-sequenced by due date

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