Software: Integrated CRM Functionality Gives Distributors an Added Advantage
For many distributors, using a customer relationship management (CRM) solution in unison with their ERP system requires maintaining two databases and a lot of toggling back and forth between programs.
For Andrew Wright, COO of Mercedes Medical, Inc., and other distributors using Prophet 21, part of the Activant Distribution Suite, sales reps use only one database and one screen.
The difference? The Prophet 21 includes a fully integrated CRM solution.
"The real-time CRM functionality in Prophet 21 allows me to coordinate my sales and marketing efforts," said Wright. "There is synergy there that would be impossible with a two-database system."
Wright especially values how the CRM tools help his inside sales team: "The system allows them to drive through calls and schedule tasks faster because they have easy access to all the available information. After one year, my inside sales representatives are more productive and making more outbound calls. That equals increased sales."
Three-Prong Approach
Activant takes a three-prong approach to CRM: The first is sales force automation where a distributor's sales representatives have the lead generation tools to manage their pipelines and up-sell to customers. Distributors can track lead/sales progress by defining opportunities and reporting on their sales reps’ pipelines.
The second part of Activant’s CRM approach is contact management. This goes beyond maintaining customer addresses and phone numbers to actually tracking customers’ buying habits to enable you to anticipate their needs.
Finally, CRM includes marketing capabilities. Tools that allow users to fax and e-mail from the solution, generate lead generation call lists, and, most importantly, manage call center activity, enabling distributors to increase their customer base at a minimal cost.
"In today’s market it is absolutely critical that distributors are aware of what is in their sales channel and what will have an impact on their business," said Kevin Roach, executive vice president and general manager of Activant. "Effective CRM tools help distributors capitalize on what they have in their pipeline.
"In the past, many distributors relied on the knowledge their sales force had of the customers and prospects they served," continued Roach. "An effective salesperson would proactively give customers information on a product before they even knew they needed it, but visibility into this and other efforts were not there for the executive team of a company. Today, much of that proprietary knowledge is readily available in a distributor’s database and recapturing that positive customer-distributor relationship requires a strong CRM tool. That was Activant's goal in developing CRM functionality for Prophet 21."
