Find out how to use the right CRM tools to increase your B2B sales. Used correctly, CRM (Customer Relationship Management) functionality can help B2B sales teams achieve better results by improving access to data and streamlining sales activities.

Read on to discover our top tips for how to use CRM tools to increase your B2B sales.

Centralised customer information

With CRM functionality at their finger tips, reps have all customer details in one place. Including past orders, payment history, and any communication records. This single source of data helps reps prepare more relevant pitches. Making it easier to identify customer preferences and recommend suitable products on the spot.

Aspin’s sales app for reps, PixSell, goes a step further, providing visual customer site images and order histories. These help reps familiarise themselves with each account before visiting, making pitches more tailored and informed. Access to these details also saves time, reducing the need for repetitive follow-ups to gather basic information.

Pipeline and lead management

CRM tools make it easier to track where each customer or lead sits within the sales process. This visibility ensures reps follow up consistently and don’t lose potential business due to overlooked opportunities. Through pipeline management, CRMs enable reps to forecast sales and allocate their time to the most promising leads, which can improve overall sales performance​.

In PixSell, reps can review a customer’s purchase cycle and see notes from previous visits, making it easy to prepare targeted pitches. This streamlined approach helps sales teams focus on moving each customer through the sales cycle. This reduces bottlenecks and missed chances.

Improved reporting for better decision-making

A CRM’s reporting capabilities will provide managers with a view of each rep’s performance and overall sales trends. This data allows businesses to identify high-performing territories and products, quickly identify any issues that need attention. Sales managers can use these reports to adjust strategies, coach reps, and allocate resources where they’ll be most effective​.

PixSell’s CRM capabilities also provide field reps with feedback on their own performance. Reps can review past sales and customer responses, allowing them to refine their approach and improve their pitch based on real data.

Enhanced communication and coordination

CRMs improve communication between field reps and office teams by providing shared access to customer details and sales progress. Notes, updates, and past interactions are visible to everyone, allowing for better continuity in customer care. This is especially helpful in B2B sales, where multiple interactions might be necessary before a deal closes.

For instance, PixSell allows reps to upload images of customer sites or document specific requests from each visit. This functionality helps both reps and managers stay informed, providing customers with consistent, accurate information, regardless of who they interact with.

Automating routine tasks

CRMs help reduce time spent on administrative tasks by automating reminders, follow-ups, and reporting. This lets sales reps dedicate more time to meeting with customers and closing sales. Automated alerts ensure no lead is missed, and standard tasks, like recording order history or scheduling meetings, are handled in the background​.

Product distributors may consider a few well-known CRM systems, each with unique advantages and some limitations. Here are some of the top options and what they offer:

HubSpot CRM

• Pros: HubSpot CRM is known for its user-friendly design and offers essential CRM features for free, making it a good starting point for smaller distributors. Its integration of marketing, sales, and customer service functions in one system can enhance customer relationship management with minimal cost.
• Cons: HubSpot’s free and lower-tier versions are limited in customisation options, and the cost rises considerably for advanced features. This might not suit distributors needing extensive sales and pipeline management capabilities​.

Zoho CRM

• Pros: Zoho CRM is a cost-effective choice with flexible pricing, appealing to smaller distributors with tight budgets. It includes essential features like lead tracking, sales forecasting, and workflow automation, making it an efficient option for basic sales management.
• Cons: Zoho’s interface can be less intuitive than other CRMs, and some users may find its customisation options somewhat limited without third-party add-ons. Its suitability depends on the distributor’s complexity and need for specialised features​

Microsoft Dynamics 365

• Pros: This CRM is highly robust and integrates seamlessly with other Microsoft products like Outlook and Excel, which is beneficial for distributors already using Microsoft’s ecosystem. It offers advanced analytics, AI-driven insights, and strong customisation options for detailed sales and pipeline management.
• Cons: Microsoft Dynamics can be costly and complex, often requiring dedicated IT support. This may not suit smaller distributors who need a more straightforward, plug-and-play CRM solution​
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Each of these systems have strengths that might fit different distribution business models. By aligning CRM capabilities with business priorities, distributors can select the right system to enhance sales operations and customer engagement.

For some product distributors, a full-scale CRM system may not be necessary. Large CRMs often target businesses with complex workflows and large sales teams. This complexity can introduce unnecessary steps for smaller distribution businesses. In these cases, distributors can look to order-taking apps to cover core CRM needs.

Aspin’s sales app for reps, PixSell, offers essential CRM functionality. PixSell provides customer sales history, product-specific data, and financial history. It also supports site images, journey mapping, and notes on each customer. This setup allows sales reps to access all relevant data for effective sales calls.

Using an order taking app with CRM features gives reps the information they need without added CRM setup and training. This simplified approach improves productivity and enhances customer relationships. It also avoids the cost and effort of implementing a full CRM.

If you would like to see first hand what PixSell’s CRM functionalities can do for your business, click here to book a demonstration. Or call our sales team on 01794 500 200.