Home Features Insights Case Studies Pricing Compare About Contact Sign in Start free trial
📋 Case Study · Control Systems & Automation

How Meridian Controls Stopped Losing High-Value RFQs in Email Threads

A control panel manufacturer recovered ₹2.4 Cr in lost RFQ revenue by moving from inbox-based tracking to a centralised RFQ management system. Quote conversion improved 27%.

🌍 India + Middle East Export 👥 18 reps, 2 regions ⏱️ 45 days to full adoption 📅 April 2026

Meridian Controls (name changed) builds custom control panels, PLCs, and automation systems for process industries. With average deal values of ₹15–80 Lakhs and 18 sales representatives, the company was winning approximately 1 in 5 RFQs — a conversion rate the sales director suspected was lower than it should be.

When the team mapped their RFQ journey, they found a disturbing pattern: of every 10 RFQs that came in, only 6 were formally logged anywhere. The other 4 arrived in personal inboxes, got buried under other emails, and were only discovered after the customer had already moved forward with a competitor.

RFQ Tracking Audit — What Happened to 100 Incoming RFQs
Retrospective analysis of 6-month RFQ pipeline
Formally logged
62 logged
Quoted within 48hrs
41 quoted
Followed up
28 followed up
Converted to PO
18 converted
Competitors won
44 lost

The Email RFQ Problem

Meridian's sales reps each monitored their own email inboxes. RFQs that came through website forms, LinkedIn messages, or WhatsApp were forwarded manually — or not at all. The company had no system to:

  • Know an RFQ had arrived within the same business day
  • Assign it to the correct rep based on territory or product expertise
  • Track whether a quote had been sent and followed up
  • Measure response time systematically
  • See all open RFQs in one view
"We found out about a ₹42L RFQ from an Oman refinery project because the customer called us 3 weeks after sending the email to ask why we hadn't responded. The email was in Rahul's spam folder. Rahul had been on leave." — Sales Director, Meridian Controls

🚀 How many RFQs are sitting unanswered in your team's inboxes right now?

VynDeal solves this in under 48 hours. Try free for 14 days — no credit card, no setup fee.

The VynDeal RFQ Workflow

Step 1

RFQ received → Lead created in 2 minutes

Whether by email forward, WhatsApp share, or direct CRM entry — every RFQ becomes a lead with source, product category, estimated value, and customer contact. Manager sees it immediately.

Step 2

Auto-assigned to correct rep

Territory and product rules route the RFQ automatically. No forwarding chains. No "I thought you were handling it." One rep, one RFQ, clear ownership.

Step 3

48-hour response SLA tracked

If no quote logged within 48 hours, manager receives an alert. Rep gets a push notification. First response time becomes a KPI that everybody can see.

Step 4

Quote built and sent from VynDeal

GST-compliant PDF quote generated in 2 minutes from product catalogue. Sent directly from CRM. Quote status tracked: Sent → Viewed → Responded.

Step 5

Automatic follow-up reminders

7 days after quote sent: automated follow-up reminder. 14 days: manager alert if no activity. 21 days: escalation. Quotes never go cold silently.

Results After 45 Days

27%
Increase in RFQ-to-PO conversion rate
4hrs
Average RFQ response time (was 3.2 days)
₹2.4Cr
Recovered revenue from previously-lost RFQs
94%
Of RFQs now formally logged within same day
Response Time Impact on Win Rate
Meridian Controls internal data — 180 RFQs over 6 months
Responded <4hrs
38% win rate
Responded 4–24hrs
24% win rate
Responded 1–3 days
14% win rate
Responded 3+ days
6% win rate

The Middle East Export Angle

Meridian exports to Saudi Arabia, UAE, and Oman through a distribution partner. Previously, export RFQs from the distributor would arrive by WhatsApp, get forwarded to the export team by email, and frequently get lost. Three months after VynDeal deployment, the export team's RFQ response rate improved from 71% to 98%, and the UAE distributor commented that Meridian had "become a completely different supplier to work with."

The response time improvement had a direct impact on distributor trust — which translated to the distributor prioritising Meridian over competing brands when presenting solutions to end customers.

98%
RFQ response rate
↑ from 71%
4hrs
Avg first response
↓ from 76hrs
27%
Quote conversion
↑ from 18%

📥 Get the Full Report + Implementation Checklist

Download the complete case study with step-by-step VynDeal setup guide. Free for qualified teams.

🔒 Company email required. No spam. GDPR & India PDPB compliant. Unsubscribe anytime.

Implementation Notes

Meridian's implementation was unusual in one respect: the CEO mandated that every incoming RFQ — regardless of channel — had to be logged in VynDeal before any other action. Not after the quote was sent. Not at end of day. Before the rep started working on the response. This simple rule, enforced consistently, drove the response tracking rate from 62% to 98% within 3 weeks.

📚 Related Resources

How Manufacturers Lose Deals Inside Email Inboxes → The 5-Minute Rule: Why Speed Decides B2B Deals → CRM for Manufacturers: What SaaS Tools Don't Understand → ← All case studies