Getting the Most Out of CRM: Best Practices for Wholesaler-Distributors

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This research study is published by the NAW Institute for Distribution Excellence, a leading publisher of research exclusively for and about the wholesale distribution industry. More>>



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Mark Dancer

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Experienced distributors know that customer relationship management (CRM) has become a standard practice.

CRM has become an essential tool for managing a high-performing distribution sales organization. CRM will help you to improve cross-functional collaboration within your organization so you can achieve data-driven and results-focused partnerships with your suppliers. CRM is not a panacea, but when executed by committed leaders with a strategy and vision, CRM has become an integral business tool for distributors.

By following the sage advice offered by CRM-experienced wholesaler-distributors in Getting the Most Out of CRM: Best Practices for Wholesaler-Distributors, you will avoid common mistakes, overcome predictable challenges, minimize frustration and disruption, and achieve more targeted benefits and faster business results. This book provides a soup-to-nuts planning framework, best practices from leading distributors and ready-to-implement management tools for engaging your leaders and salespeople.

CRM can help distributors because CRM fills a void. Automation tools are common in all other aspects of running a distributor’s business, but they are sorely lacking in the sales organization. When aligned with an effective strategy and deployed with thorough planning, CRM will deliver data-driven business results. Increasingly, CRM is becoming necessary to stay competitive and improve profits. In the long run, CRM will be instrumental for distributors to survive and thrive in today’s economic environment.

This book will help you get to the next level of continual improvement, business performance, and customer satisfaction. It will show you how to improve productivity and maintain your leadership position in the value chain.

After you read Getting the Most Out of CRM, you’ll

• understand the current use of CRM by wholesaler-distributors
• identify the benefits that are most important for your business
• learn how CRM helps salespeople, sales managers and sales leaders achieve better results
• be able to turn your transactional salespeople into growth-oriented opportunity managers
• manage your sales organization like you run the rest of your business—with metrics and a disciplined process
• pick the right CRM vendor and then implement effectively
• drive CRM adoption, overcome barriers and optimize results.

This book is part of an ongoing series that includes: Getting Results From Your Digital Investments and Becoming a Digital Distributor: Strategies and Tools That Create Value.

Subscribe to this blog series, "Distributors in the Digital Era," to stay current with digital transformation topics.

What Readers Have to Say

“This book does a great job of identifying the various challenges distributors face in managing sales organizations and how CRM as a tool can contribute to running a more effective and efficient sales organization. I particularly enjoyed the section talking about how and why distributors must focus on the sales behaviors that are enabled or required by CRM as they move from selection to implementation to ongoing sales force management so they get much better results. This book really addresses today’s business challenges!”

Bill Parsley, President, Carswell Distributing Company

“I enjoyed reading this book for its common sense and practical approach. I think medium to small distributors especially will gain a lot of knowledge and good ideas from it. I intend to use this book in refining our CRM system.”

Micheal Medart, President and CEO, Medart Engine & Marine

“In this data-driven world we live in, this book communicates in a down-to-earth and comprehensive style what distributors need to think about in deciding how to implement CRM. The wisdom conveyed that CRM must have a strong sense of purpose to succeed is the appropriate message. This book shows distributors a vision for the future and impresses upon us the need for change. The top 10 and punch lists included are very clear and practical how-tos in using CRM. I love the specificity in this book.”

Bruce Zwicker, Former President and CEO, Haines & Co. Inc.

AUTHOR

Mark Dancer

Mark is a channel strategist and leading authority on digital transformation. For more than 25 years, he has worked to design and optimize direct, indirect, and digital channels. As Founder and President of Channelvation, Inc., and a Fellow of the NAW Institute for Distribution Excellence, Mark works collaboratively with leaders and teams to build visions, solve problems, and strengthen capabilities. His experience spans global markets and technology, commercial, industrial, services, and construction sectors.

  • Speaking

    NAW Executive Summit, 2013, 2015