CRM in wholesale

Uncover your potential in wholesale

Does a trade company ever need a CRM system? If this question has already come to your mind, then think beyond this: which of your customers are using products from the competition? Which of your customers are still holding huge potential for you? Which of your customers are the right contact persons for a marketing campaign? How do you quickly and easily address this target group? The right CRM system will give you the answers in just a few clicks.


Tracking turnovers

As a trade company, you can fall back on extensive figures. However, they are meant to be used. This is where a CRM system sets in: if the figures are imported over an interface from the ERP system into the CRM system with the corresponding features, then numerous evaluations are there available – and this on different levels. On the one hand, where the company stands is obvious: daily comparisons at month or year levels can for example clarify the sales development of the past months or years. On the other hand, the right CRM system gives you an overview of incoming orders or open items at any time. This enables targeted planning. If the CRM software also offers SRM features, i.e. functionalities for supplier relationship management, these evaluations are also available for purchasing, for instance for orders or open invoices.

Analyzing purchasing behavior

The greatest added value for the trade company is however the overview of each customer. If the CRM software offers the appropriate functions, it shows you which product a customer has already bought. Using this knowledge, cross-selling potential can be uncovered. This way, you can offer your customers products tailored to their needs, such as suitable accessories in a marketing campaign or during a sales meeting.

  • Which customers have not bought anything for a long time?
  • Which customers are late payers?
  • Which customers buy often but also frequently return goods?

A comprehensive CRM system delivers this valuable information to the sales employees at all times. The sales staff knows the purchasing behavior of a given customer at a glance in the CRM system – and can then approach him on purpose and optimally act. Analyzing the purchasing behavior and using the gained knowledge through an individual contact and support is only partially possible or time-consuming without the use of a CRM system. In a good CRM software, the necessary analyses are created with just a click.

Exploiting potentials

One further aspect not to be underestimated is the competition. To be able to place your own products, you have to know which competitive products your customer uses. Then, this is untapped potential – far too valuable not to be exhausted. If a CRM system enables the documentation and the analysis of the competition, then it gives you an overview of which customer uses which competitive products. At this point, it is important to introduce him your own corresponding products and to highlight their advantages for instance during your next appointment. If these pros and contras of your own products and those of your competitors are also stored in the CRM software, then the field staff can always refer to them and quickly obtain further information before talking to the customer.

Finding target groups

In marketing, it is important to reach the right contacts and not any contact. If one addresses any marketing action to all contact persons from your address pool, some will probably turn annoyed, for instance when they cannot do anything with the advertised product. Therefore, target groups must be defined and selected for each marketing action. An ERP system is here not really useful. A CRM software tailored for marketing provides the right contact persons practically at the press of a button. The only requirement: they are classified as detailed as possible – which means they were assigned features for example. The features suitable for an action can be easily selected by the marketing staff and, if the CRM system supports this function, the detected contacts can be directly written to from the CRM system per mailing letter or e-mail.

An optimal CRM system uses the available figures to generate valuable knowledge using analyses and evaluations – knowledge concerning the purchasing behavior of the customer. Identify where your potential lies and for which customers the limit has already been reached. Use then your energy to properly address the right customers.

CRM in wholesale

SMARTCRM covers the requirements of wholesale SMEs with versatile modules.



SMARTCRM – Your CRM building set that adjusts to the company requirements and remains expandable at any time.


Our customers from the wholesale trade sector


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