ILMA Compoundings February 2017 - 19

Creating a digital form that forces complete data capture, which is
then sent to the predefined CSR via a workflow task, ensures that the
sample request is processed quickly and accurately."
ordering system. This takes coordination
and task completion by two parties and
is very subject to human error. However,
using technology, an SR can enter the new
price in the CRM, get it approved and
have it automatically updated in the ERP.
I know many of you are thinking, "There
is no way I'm allowing my sales representatives to change prices in my ERP. It will
be a disaster." But a safety net is built into
the ERP system. Sophisticated systems
send out alerts and have profit checks and
data validation tools to prevent errors from
happening.
Another element of the SR's interaction
with the customer is the promise of services. Companies routinely provide special
services for customers to add value to the
transaction. Some of the common services
are special delivery times, specific container packaging, shrink wrapping, returnable
containers and unique palletizing. These
promises create expectations that create

a baseline for behavior. If the SR fails to
communicate these requirements to the
CSR, a breakdown in service will occur.
Automated task assignments detailing
these requirements generated from the
SR's call report can help meet expectations.
The CRM can automatically send a task
and place it on the CSR's to-do list. Upon
completion of the task by the CSR, an
email is sent back to the SR indicating
that the task was completed. This provides
a good check-and-balance system that
also eliminates finger pointing between
parties because there is a digital record of
accountability.
Fulfilling sample requests can be a
time-consuming and costly process. Prospects and customers request samples on a
regular basis. Many SRs feel that getting
a prospect to request a sample is a good
way to move along the sale. Statistically,
this has proven to be true, so it's critical
that the prospect has a good experience in

this transaction. The process of sending
emails or making phone calls to request a
sample is laced with errors. Very often the
data is incomplete, gets sent to the wrong
person or simply slips through the cracks.
Creating a digital form that forces complete data capture, which is then sent to
the predefined CSR via a workflow task,
ensures that the sample request is processed quickly and accurately. It forces the
SR to do a little more work on the front
end of the transaction but streamlines the
process internally. The added benefit to
the digital form is a record of the sample
request for analysis.
In addition to samples, prospects and
customers are constantly looking for
backup data for products such as COAs,
SDS and spec sheets. In the past, these
documents would be sent at the request of
the customer, the SR or with every order.
The fulfilment of these ad hoc documents
can suffer the same fate as samples where

19
ILMA Compoundings February 2017

Table of Contents for the Digital Edition of ILMA Compoundings February 2017
