Wholesale & Distribution International 2018 - Volume 5, Issue 1 - 4

BEST PRACTICES

A DUAL
SOLUTION
COMBINE YOUR CRM AND ONLINE REWARD
PLATFORMS FOR MAXIMUM ROI. BY STEVE DAMEROW

CRM stands for "customer
relationship management,"
but the term has morphed
into "managing direct salespeople." There are more
than 40 CRM platforms on
the market that do the same
thing - manage salespeople. If you use a direct sales
4 www.wdimagazine.com Volume 5, Issue 1

approach, you can force
your team to adopt CRM;
however, US Commerce
data maintains that 80 percent of the U.S. sales economy operates through a distributor, dealer or channel
network - and you can't
force a dealer to adopt CRM.

It's time to focus on integrating CRM
platforms with new online/mobile incentive reward platforms that will reach
all the goals of "forcing" the team, yet do
it with a carrot instead of a stick. The net
effect will be better sales accounting and
a more engaged dealer network.
My proposal is to merge the sales tracking process with the new online/mobile
incentive rewards platform to promote
the activities that generate the sought-after goal for both internal and indirect
sales channels within the wholesale and
distribution industry. Here's how:

STEP #1: PROMOTE ADOPTION
Create and communicate your expectation of "good adoption" by segmenting
users by your objectives. Establish key
performance indicators (KPIs) for each
segment and use CRM platform as a "tutorial" to communicate KPIs.
Measure who is doing what, how much
and how often. Use performance tracking
features within CRM as means of quantifying goals. Also utilize CRM to create a


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Table of Contents for the Digital Edition of Wholesale & Distribution International 2018 - Volume 5, Issue 1

Table of Contents
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - Cover1
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - Cover2
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - 1
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - Table of Contents
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - 3
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - 4
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - 5
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - 6
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Wholesale & Distribution International 2018 - Volume 5, Issue 1 - Cover3
Wholesale & Distribution International 2018 - Volume 5, Issue 1 - Cover4
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