Herrmann Ultraschalltechnik GmbH & Co.KG

The CRM system should replace the double quotation writing system practiced at Herrmann Ultraschall GmbH & Co. KG with an optimized quotation writing tool which will take place directly in the CRM software. Since the company operates all over the world, they must rely on a multi-lingual tool. Since February 2003, Herrmann Ultraschall has successfully implemented SMARTCRM with almost 100 licenses in field service and back office. The SMARTCRM GmbH installed functions for sales projects, machine management, sales evaluation, target agreements and the data exchange of SMARTCRM. In addition, Herrmann Ultraschall covers the complete quotation preparation with SMARTCRM.


  • Data from abas ERP in SMARTCRM
  • Preconfigured bidirectional EDP interface
  • Multilingual quotation generation
  • Negotiations process with quotation options
  • Offer tracking with templates
  • Digital address file with all information about the customer

The quotation generation takes place in the module SMARTCRM.Projects. Each project is categorized, e.g., with phase, order type, machine type, competitors. For later evaluations, Herrmann documents in SMARTCRM all project phases, e.g., prototype, budget quotation, quotation, order or lost orders. Lothar Wagner, CRM project manager, explains: “Our quotation preparation starts with a template. This is a pre-configured set of components that results in a standard machine. A standard quotation includes all necessary individual positions and a range of options.” The scope of the quotation can be really different: ranging from a few different components, spare parts for instance, to the quotation for an individual special machine with up to 100 positions. The sales staff adapts the quotation to the customer’s wishes. SMARTCRM deletes all unnecessary components at the press of a button. SMARTCRM imports current product data and prices from the abas Business Suite, so the prices in the template are always up-to-date. “Especially with the quotation preparation, the interface between CRM and ERP pays off. Thanks to the interface, we have always in SMARTCRM and abas-ERP current information, so that no duplicate data maintenance is necessary.” said Bernd Breuninger, CRM project manager.

Project goals

  • Direct quotation preparation in the CRM system
  •  Multilingual quotation generation

The quotation preparation takes place in SMARTCRM with a click. Since the company operates all over the world, they need a multi-lingual quotation writing tool. For now, Herrmann uses the German, English, French, Italian and Czech languages. Other language versions are being developed. The complex order templates or order confirmations include extensive technical information per product. These data are stored as multilingual text modules in SMARTCRM and are automatically inserted in the offer. SMARTCRM generates then the offer in MS Word and can send it as a PDF file per e-mail. When the prospect or the customer is not satisfied with the delivered quotation, the offer can be modified in a few steps: the sales representative creates a new process in the existing project, copies the original quotation and adapts discount or equipment of the machine for instance. The negotiation process is completely transparent in SMARTCRM. “Today, our sales colleagues can edit independently the whole process from the first quotation to the order”, says Bernd Breuninger pleased with the successful project. In case of an order, a simple click is enough and the order is added in abas-ERP via the interface and without additional acquisition work. Lothar Wagner: “With SMARTCRM, we have significantly simplified our sales  processes.”

SMARTCRM optimizes the quotation generation and tracking at Herrmann Ultraschall GmbH & Co. KG. The module SMARTCRM.Projects supports sustainably the sales efforts and uses via an interface to abas Business Suite also the product and price information stored there. Thanks to the multilingual capability from SMARTCRM, the international operating company can also create extensive quotation in different languages. The CRM system allows Herrmann a significant simplification of its sales processes and so a huge time saver.
Bernd Breuninger, CRM project manager at Herrmann expressed about the CRM software: “SMARTCRM has become an essential support.”

We have eliminated our double quotation writing. The sales-relative data are current at any time for our sales employees and available all around the world. SMARTCRM facilitates our maintenance development and the assembly process.

Bernd Breuninger, CRM project manager at Herrmann Ultraschall GmbH & Co. KG

Implemented modules


Thanks to its modular structure, SMARTCRM perfectly adapts to your business processes and requirements. The foundation of each SMARTCRM installation is the module SMARTCRM.Basis. Hereby, our CRM system already covers the important CRM tasks even across-department.



  • A colleague is sick? What has been discussed with the customer?
  • Has the quotation already been sent? Should you do a follow up?
  • When is the next agreed visit?
  • What field service tours are planned for next week?

SMARTCRM.Basis can tell you: what, when, with whom and with what result – centrally available in the CRM system for all employees and traceable even years after.

  • SMARTCRM.OfflineSMARTCRM.Offline


    • All CRM data handy on the go?
    • Talking through the open offers with the customer while visiting?
    • Writing a service report right after a maintenance appointment?
    • And all this without internet connection?

    With SMARTCRM.Offline, you always have your CRM with you – wherever you are.



    • Customer visit over? Record the important agreements immediately in the CRM?
    • And send a task regarding the offer directly to the colleague?
    • Has he time tomorrow to clarify the details?
    • And all this using your smartphone, regardless whether Android or iOS?

    SMARTCRM.App is your practical CRM on the go. Reach for important CRM data online at any time.



    • Accessing customer information over the browser?
    • Retrieve the current statistics figures online?
    • Creating appointments and tasks over the Web and send them directly to the colleagues?

    SMARTCRM.Web is your practical CRM on the go.



    • On the road and time left for a spontaneous visit? Perhaps with a prospective customer who has an open quotation? Who is nearby?
    • After three months, stopping by customers with declining sales? How do you optimize your driving route? See the route on a map?
    • And how to integrate the new customers in the existing sales tours?

    SMARTCRM.GeoMap shows you the direct path to customers.

  • SMARTCRM.PlanningSMARTCRM.Planning


    • Annual planning depending on territories? Key accounts? Or individual customers?
    • And also considering the seasonal curves?
    • Should there be any plan deviations, how quickly can you react and adjust the projected figures?

    SMARTCRM.Planning offers you the long-term vision without losing sight of the latest developments.

  • SMARTCRM.ScannerSMARTCRM.Scanner


    • Push business cards straight into the CRM?
    • With minimal effort?
    • During the fair?
    • And without internet connection?

    With SMARTCRM.Scanner, you save yourself from the cumbersome typing.

  • SMARTCRM.Exchange.SyncSMARTCRM.Exchange.Sync


    • Keeping track – not only of your own appointments but also of the ones of your team colleagues?
    • And what did the colleague representing you agree with the customer?
    • Is there anything written on this topic? An e-mail perhaps – and not only in the Outlook of the colleague but also centrally in the CRM?
    • And everything, without having to worry about how the data end up in Outlook and in the CRM – because everything runs automatically?

    With SMARTCRM.Exchange.Sync you are still in control of your appointments while on the go.

  • SMARTCRM.TargetsSMARTCRM.Targets


    • Targets defined – and now?
    • How close are you to your target agreements?
    • How close is your team? And the whole company?
    • Are there any indications that you cannot achieve your goals? How can you react?

    With SMARTCRM.Targets, you keep the target in mind.

  • SMARTCRM.ProjectsSMARTCRM.Projects


    • Creating quotations in a few clicks and keeping track of all of them for follow-ups?
    • How high are the chances of success?
    • What is the current project forecast?
    • Who plays which role in the project and which arguments could convince the decision-makers?

    With SMARTCRM.Projects, you know exactly in each phase of your sales project you need to start.

  • SMARTCRM.MachinesSMARTCRM.Machines


    • Which machines has the customer in use?
    • When does the warranty expire and how long is the service contract?
    • When is the next maintenance work?
    • And at the customers’ premises? All urgently needed device information at hand?
    • Directly organizing a spare part delivery?
    • After the repair, immediately creating the maintenance report?

    SMARTCRM.Machines is our support for your service department.



    • Quickly finding real solutions for customer calls?
    • Creating service cases and directly informing the relevant colleagues?
    • Coordinating and monitoring service appointments?
    • Early detection that several customers have already reported the same error?

    With SMARTCRM.Ticket, complaints become an opportunity to whip up enthusiasm in your customers.



    • Always the corresponding solution for a customer problem?
    • Whipping up enthusiasm in your customers with quick help?
    • Sharing your solutions with colleagues?

    This works! With SMARTCRM.FAQ, your company-wide knowledge database.



    • Checking the current sales development before the annual evaluation meeting?
    • And comparing the sales trend of the top customer in your territory?
    • What products, that he has not been using yet, can you offer him?
    • Where can you see potential which are not yet used?

    SMARTCRM.Sales shows you the answers since this is the CRM with your figures.



    • Here, CRM with customer information, there, ERP with figures and products – is there an easier way?
    • Everything important in one system? A centralized access for all colleagues?
    • Connecting ERP and CRM hassle-free? Best with a “finished” interface, which can be quickly and easily set up as a standard solution?

    With SMARTCRM.ERP, all customer-related ERP information can be found directly in SMARTCRM. 98% of our customers use the interface between SMARTCRM and their ERP solution. Do the same and rely on our interface competence.


Connection to the ERP system

Herrmann relies on the interface between SMARTCRM and abas ERP:

Connection between SMARTCRM and Inxmail

Herrmann benefits in marketing from the interface between SMARTCRM and Inxmail Professional.

Inxmail Professional


SMARTCRM and Inxmail professional ensure efficient e-mail marketing. Minimize your distribution losses and easily send personalized mailings.