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 multilingual tool. Since February 2003, Herrmann Ultraschall has successfully implemented SMARTCRM with almost 100 licenses in field service, back office and service. 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 preconfigured 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

  • 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.InxmailSMARTCRM.Inxmail


    • By using SMARTCRM and Inxmail professional you automate your mailing processes. Indeed, a central database, extensive selection options, a complete documentation and a professional e-mail marketing solution all meet here.
    • Define your target group at any time, minimize the waste coverage and easily send personalized mailings and newsletter.

    SMARTCRM and Inxmail support you with a wide range of data protection, tracking and double opt-in features for GDPR compliant e-mail marketing.



    SMARTCRM already has an integrated document management system offering you numerous possibilities.

    This allows you to trigger different processes to edit, produce or manage documents directly from the CRM workflow.

    In addition, SMARTCRM can also be connected to third party document management systems.



    • All important data in one system?
    • A centralized access for all colleagues?
    • Connecting ERP and CRM hassle-free?
    • Best with a ready-to-use 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. 

  • SMARTCRM.Exchange.SyncSMARTCRM.Exchange.Sync


    • Keeping track – not only of your own e-mails, activities and appointments but also of those of your team colleagues?
    • Gathering all information centrally in the CRM
    • And this, without having to worry about how the data end up there?

    Central instead of local: so easily SMARTCRM cares for the synchronization of your communication and contact data between the CRM solution and Outlook through Exchange Sync.



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

    SMARTCRM.Web is your practical CRM on the go.



      • Checking the current sales development before the annual evaluation meeting?
      • And comparing the sales trend of the top customers in your territory?
      • Which products they have not been using can you offer them?
      • Where can you see potential which are not yet used?

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

    • SMARTCRM.PlanningSMARTCRM.Planning


      • Annual planning based on territories? Key accounts? Or individual customers?
      • And even considering the seasonal curves?
      • Should there be 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.



    • 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?

    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.



      • On your way back from a customer? The most important agreements immediately into the CRM?
      • And at the same time send a task to a colleague because of the offer?
      • Does he have time to clarify the details tomorrow?
      • And the whole thing using any mobile device, whether Android or iOS?

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

    • SMARTCRM.OfflineSMARTCRM.Offline


      • On the go and all CRM data accessible ?
      • Discussing the open quotations while at a customer site?
      • 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.

  • 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.



    • On the road and time for a spontaneous visit? A prospective customer with an open quotation perhaps? Who is currently nearby?
    • Back to the customers with declining purchasing volumes after three months? How do you get there? Look at the trip on a map?
    • And how do you integrate new customers into existing sales tours?

    SMARTCRM shows you the direct path to customers.

  • SMARTCRM.TourPlanningSMARTCRM.TourPlanning


    • Is the next weekly planning for the sales or service staff pending?
    • Which customers should be visited on the tour?
    • Which appointments have been already made?
    • To which tour can you combine them with?

    Schedule your tours with SMARTCRM at the blink of an eye: save time with visit suggestions, calendar entries and predefined visit reports.



    • Finding real solutions quickly when a 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.

  • 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?
    • Creating the maintenance report immediately after the repair?

    SMARTCRM.Machines is our support for your service department.

  • SMARTCRM.CompetitionSMARTCRM.Competition


    • How is your market situation? Who are your direct competitors?
    • Which customers work with the competitor?
    • Which competitive products are in use?
    • What are the strengths of your products compared to the competition?

    With SMARTCRM.Competition, you keep an eye on your competitors and always find the right arguments for successful sales work.


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.