Forget Donuts - The CRM is Your Rep's Best Friend

CRMs used to be like digital Rolodexes – great for storing contact info, but that was about it, says Benj Cohen, founder of Proton.ai. With the advent of AI – the major trend occurring in real time with this software – CRMs are no longer just about tracking reps' activities. Instead, they’ve become powerful tools that offer real help to sales reps. They’ve shifted from being management tools to being allies for the distributor’s sales reps.

“AI helps CRMs analyze data from various systems, like ERPs, and turn it into useful insights,” he added. “A modern day, distribution-specific CRM like Proton can flag which customers need attention, spot slipping accounts, and suggest what products to pitch to close spending gaps. This means reps aren’t just reacting to customer requests or dropping off donuts – they’re having consultative conversations and being proactive.”

According to Pipeliner CEO Nikolaus Kimla, most CRM platforms are tacking AI on top of their existing platforms or linking out to tools such as ChatGPT. But the best solutions are building AI directly into their platforms, allowing users to stay within the CRM environment.

“Early AI implementations are quickly proving useful within CRM platforms,” said Kimla. “Our Voyager AI Gen I provides users with access to generative AI capabilities when crafting email or text communications, removing the busy work of communicating with customers by ensuring higher quality, targeted messages. Voyager AI Gen II, launched earlier this year, added additional AI-powered capabilities, including customer sentiment analysis, customer/account summaries, forecasting and cross-sell/upsell recommendations based on customer data.”

For many industrial distributors, reps are often on the road, meeting with customers face-to-face. The mobile experience of some distribution CRMs has come a long way, tailored specifically for these needs, says Cohen. Today’s CRMs are designed to work just as well on a phone as on a desktop, offering a seamless, user-friendly interface that keeps reps connected. Whether they’re checking account status, updating notes, or accessing key insights, the improved mobile functionality helps reps stay effective, no matter where they are.

New Users, New Needs

A robust CRM platform is critical to sales success in the modern marketplace, and any customer-serving company should have a CRM in their tech stack, Kimla noted. When selecting one, it’s essential to consider the needs and preferences of its sales team to ensure high adoption rates.

“More teams than you would think often underuse their CRM platforms due to clunky, outdated interfaces and a lack of onboarding and training,” he said. “If this is the case, companies should reconsider their solution, polling their team on what does and doesn’t work and then engaging a platform that checks off what they need. Most often, this means intuitive, visual interfaces, quick and easy onboarding, and a platform that has all the required tools in one place, preventing the distraction of switching between windows.

In terms of users within the industrial distributor, customer service teams are now tapping into CRMs to do more than resolve issues – they’re using them to upsell and cross-sell products, according to Cohen. “By having access to customer purchase history and preferences, these teams can proactively suggest relevant products during service interactions. Plus, they’re collaborating more closely with sales, ensuring a unified approach to customer engagement.”

Meanwhile, sales managers are also using CRMs in new ways, Cohen observes. “It’s no longer just about keeping tabs on reps’ activities like a ‘Big Brother.’ Instead, they’re leveraging CRM data to offer targeted coaching. For example, if the data shows that Rep A converts 12% of conversations into sales while Rep B converts 45%, there’s an opportunity to learn from Rep B and coach Rep A. This data-driven approach helps managers support their teams in a more constructive and impactful way.

“For example, a large industrial distributor using Proton’s CRM was struggling to grow their share of wallet as quickly as planned,” Cohen continued. “Proton’s CRM allowed them to pinpoint exactly which sales activities were converting into revenue. By benchmarking their conversion rates – such as the percentage of new category recommendations that led to sales – against anonymized averages from other Proton clients, they identified areas where their team was underperforming in converting customer interactions into revenue.

“This insight enabled them to drill down at the individual rep level, revealing which reps were more effective at turning these touchpoints into sales. Armed with this info, they set targeted goals and focused on specific areas that would drive wallet share growth—precision that would have been impossible without the insights provided by the CRM.”

Essential for Solving Distributor Challenges

Industrial distribution sales cycles are often long and complex, involving multiple touchpoints and key decision-makers, Kimla observes. Having a CRM makes managing the sales timeline and customer communications much easier, helping to avoid missed opportunities, incomplete follow-ups, or a lack of transparency while ensuring a clear timeline of conversations had, information shared, and next steps required. CRMs also help handle the automation of more rote tasks, allowing sales professionals to focus on the human side of sales while ensuring nothing falls by the wayside.

“Once a sale is secured, CRMs also help with maintaining a solid customer relationship, monitoring sentiment, tracking preferences and capturing purchase history,” Kimla said. “The result is a more personalized relationship where the customer feels like their needs are being addressed, and the sales professional can quickly identify opportunities to further support the client.

Five big pressure confront industrial distributors today, according to Cohen.

1) Boards are demanding faster growth. But many distributors aren't hitting their targets. The old methods – adding headcount or opening more branches – aren't cutting it. Distributors need to find new ways to grow without simply expanding their footprint. This means getting more out of the team they already have and leveling up their existing salespeople. A modern CRM helps reps work smarter, prioritize effectively, and focus on high-impact activities, making growth possible without adding more reps.

2) The next generation of salespeople expects modern technology. What worked for the last generation – like outdated or clunky tools – doesn’t work for them. They’re tech-savvy and won’t stick around if they’re forced to use outdated systems. Modern CRMs that are easy to use, provide analytical insights, and are mobile-friendly can help attract and retain top talent who want to work efficiently and effectively.

For example, a sales rep who recently joined a distributor using Proton’s CRM shared, “On my first day at work, facing the task of managing 417 customers, I was overwhelmed. Then we opened Proton, and the anxiety disappeared. I had every client's metrics in front of me. I could see exactly what they were purchasing, what they weren't purchasing, and what the last person working the territory had focused on. I could just pick right back up where they left off." The company's VP added, "Proton has helped us greatly reduce ramp-up time for our new sales staff. Today, it's around 60 to 90 days – just a third of what it used to be."

3) Losing valuable knowledge as experienced salespeople retire. When they leave, they often take years of customer insights and relationships with them. There’s a time crunch to capture this legacy information and get it into a CRM. To do this effectively, the CRM needs to be user-friendly so reps of all ages and tech comfort levels can easily input information.

4) Industry consolidation. Companies that embrace modern technology are pulling ahead, while others risk being left behind or even bought out by more tech-savvy competitors. Investing in a modern CRM is a way to stay competitive and grow proactively rather than becoming a target for acquisition.

5) The rise of retailers and e-commerce giants. A significant threat to distributors, they’re changing customer expectations around service, speed, and availability. To compete, distributors need a CRM that provides insights to help reps deliver a more personalized, proactive service experience – something that pure retailers can’t replicate as easily.

Proton's CRM brings everything into view, promotes accountability, and tells your team where to focus their efforts for maximum impact.

What to Consider

There are three factors distributors should consider when evaluating a CRM system, according to Kimla: price, usability and agility. Any solution should, of course, always work within a company’s available budget. Beyond that, distributors must select a CRM that their team will use.

“This means easy onboarding, an intuitive interface and all the functions and features they need within the platform,” he said. “Too many legacy solutions, such as Salesforce, require a myriad of plugins and add-ons to perform in the way users desire. When these functionalities are built directly into the user interface it makes it easier to use and minimizes potential distraction or human error that can be caused by switching windows and applications.

“Last, they need to look for a platform that can easily adapt to the pace of tech innovation. A lot of legacy solutions are built in a way that makes quick updates a feat to roll out. At Pipeliner, we’ve built our platform based on open-source technology. This allows us to continuously roll out new updates that account for both user feedback and innovation.”

Cohen outlines more criteria to add to the distributor’s shopping list:

ERP integration: Your CRM should integrate smoothly with your existing ERP system. As distributors, your operations depend on ERPs for managing inventory, orders, and other essential processes. A CRM that directly connects with your ERP will pull in useful data without the need for extra manual work. This ensures that your systems work together seamlessly, saving time and reducing errors.

Distribution-specific: Not all CRMs are built with distribution in mind, and that’s where many systems fall short. Generic CRMs often don’t integrate well with ERPs and require significant time and money to configure for a distributor’s needs. This can lead to a Frankenstein tool that’s costly and cumbersome. Unless you’re a multi-billion-dollar corporation, customizing a generic CRM doesn’t make sense – it’s often better to choose a CRM specifically designed for distribution. A CRM tailored for your industry will handle high SKU counts, large customer volumes, and multiple sales channels right out of the box, providing immediate value without the heavy investment in customization.

Designed to increase sales: The right CRM should make it easier for your sales reps to sell. Look for features like AI-driven recommendations, intuitive interfaces, and mobile access. Tools that help reps identify upsell and cross-sell opportunities are key. A CRM that guides reps on where to spend their time can drive better results with less effort.

Closed-loop system: Leadership needs visibility into what’s working and what’s not. A strong CRM offers clear insights into which sales activities are driving revenue. Look for systems with robust reporting and analytics that connect actions to outcomes. This helps managers coach reps more effectively and make data-driven decisions that lead to growth.

Important Features: Proton a.i
“We’re continually developing new CRM features tailored to the specific challenges faced by distributors,” said Cohen. Following are three features Proton is excited about:

Pronto: Pronto is a conversational AI assistant directly within our CRM designed to make interacting with your data straightforward. You can ask questions about customers, get summaries of past conversations, compare products, or handle tasks like drafting emails.

Pronto addresses key challenges in distribution: It bridges knowledge gaps by making customer and product insights accessible without digging through data. With the generational shift, newer reps expect tools that help them start strong. Pronto also provides analytics without needing to be an analyst, helping reps make informed decisions quickly. As distributors face the great crew change, Pronto helps retain talent, close knowledge gaps, and empower teams with the insights they need to succeed. It’s like having an always-on assistant that’s ready to help with call prep, data analysis, and revenue-generating insights.

Workflow Builder: When talking with industrial distributors about their CRM frustrations, a common theme emerged: “Our CRM was trying to be a Ferrari, but we just needed a reliable Civic.” Many CRMs try to be everything to everyone, packing in features for accounts payable, email marketing, ticketing, and more, which often makes them clunky and hard to navigate. We’ve chosen a different path. Our focus is simple: building a CRM that excels at one thing—helping reps sell more.

There’s enormous potential for automation in distribution. Spend a day with a rep, and you’ll see how much time is wasted on repetitive admin tasks—tasks that could easily be automated to free reps up for revenue-generating activities. Rather than overloading Proton with every possible feature, we prioritize seamless integration with the systems distributors already rely on. Our Workflow Builder lets distributors automate tasks and connect their existing tools effortlessly, keeping the CRM streamlined and centered on selling.

Quote workflow: Quote follow-up is a common challenge in distribution. Reps send quotes, but it’s often hard to track if everything was purchased, and open quotes in the ERP can easily get overlooked. Our CRM has always supported reps in staying on top of quotes, with some clients seeing up to a 60% conversion rate on quote reminders. Reps already benefit from daily summary emails that show the number of outstanding open quotes, keeping them informed at a high level and allowing them to drill in as needed. Now, we’re taking this a step further by adding a full quote follow-up workflow with quote entry within the CRM.

Important Features: Pipebuilder
“Our AI capabilities are quickly proving to be some of our most-used features, helping sales professionals automate some of the more time-consuming administrative tasks that can otherwise take away from time spent on strategic initiatives and nurturing customer relationships,” Kimla said.

“Our reporting capabilities are a key feature for our users. Excellent reporting is a crucial function of any quality CRM platform, as sales teams rely on accurate, up-to-date data to identify trends and capture snapshots of all customer relations activities. With this in mind, we offer our customers a robust suite of flexible reporting features, including multiple chart types, advanced formulas for form fields and report filtering. The result is an ability to achieve Excel-like results within the Pipeliner CRM platform, which allows our users to work more effectively and eliminates the need to split efforts between separate systems to achieve the same results.

Share This!

INDUSTRIAL SUPPLY MAGAZINE

The November/December issue of Industrial Supply magazine features an in-depth cover story about Kimball Midwest. Plus, we're featuring articles by contributing writers Dirk Beveridge, Frank Hurtte, and Mike Marks, as well as interviews with numerous product and distribution industry experts.