CRM for distributors: one chain from order to collected payment

Why a typical CRM is not enough for distribution

A classic CRM is built for leads and deals: calls, meetings, quotes, contracts. A distributor's day looks different: hundreds of existing customers, weekly repeat orders, two or three price types, stock balances, delivery by van and sales on credit. That is why a CRM for a distributor has to work together with orders, stock and receivables. Otherwise salespeople work in the CRM, the warehouse in Excel and the accountant in 1C, and nobody sees the full picture.

1. Price types and minimum orders

The same item is sold at a retail and a wholesale price, and the wholesale price comes with a condition: a minimum quantity or a minimum order amount. These rules belong on the product card and the customer card, not in the salesperson's memory. In SBT CRM, changing the price type on an order recalculates every line; if the threshold is not met, the order is not accepted, and the system suggests switching to retail or increasing the quantity. For some large customers you can set a separate minimum order amount.

2. Field reps and customers ordering on their own

Most orders start in the field. A sales rep visits shops along a route, logs each visit with GPS and enters the order on the phone — even without internet; the order reaches the system once the connection is back. The manager sees who is where and which visits ended with an order. More on this: crm.sbt.az/blog/seyyar-satis-komandasinin-idaresi.

Regular customers often reorder the same goods. A Telegram bot works well for them: the customer opens the catalogue, fills the cart, and the order lands in the CRM with the same price and minimum rules. The rep does not have to wait for a call, and there are no mistyped quantities.

3. Reservation, delivery and partial delivery

• Items are reserved as soon as they are added to an order, so another rep cannot promise them twice.
• Any shortage is shown on the form and is reserved automatically when goods arrive at the warehouse.
• Delivery can be made from several warehouses and in parts; bonus goods are given free but still leave stock.
• The order due date is counted in working days, skipping weekends and holidays.
• When an order goes into fulfilment, the waybill is generated from a template, and the same order can be repeated with one click.

4. Credit limits and receivables

Selling on credit is a natural part of distribution, but uncontrolled credit eats working capital. Every customer needs a credit limit and payment terms. In SBT CRM, if the current debt plus the new order exceeds the limit, or the customer is blocked, the order waits for finance approval. Payment terms start from delivery, instalment schedules can be set up, and the Finance section shows debt by ageing bucket. More on managing debts: crm.sbt.az/blog/debitor-borclara-nezaret.

5. Analytics: region, product, salesperson

At month end a manager needs answers to three questions: which regions and customers are growing, which products are not selling, and which reps are hitting their targets. Since these figures are built from the same orders, no separate Excel report is needed. Sales bonuses can be calculated from the same numbers too: from sales, from payments received or from profit.

A practical order for getting started

• Upload products, prices and balances from Excel (or sync them from 1C).
• Upload the customer base from a separate Excel file and enter credit limits and payment terms.
• Add wholesale prices and minimum quantities to product cards.
• Add your sales reps, install the app on their phones and run in parallel for a week.
• Send the Telegram bot link to your regular customers.

With SBT CRM

Orders, stock, field sales, POS, the Telegram bot and 1C integration are in the SBT CRM Business plan (299 AZN/month); for larger teams, Enterprise terms are agreed individually. Plans: crm.sbt.az/pricing. Full list of wholesale features: crm.sbt.az/solutions/topdan-satis-proqrami. 7-day free trial, no card required: crm.sbt.az/signup.

If you also need a website with a catalogue, SBT Web builds one on subscription (from 63 ₼/month excl. VAT): web.sbt.az. Take the website and the CRM together and both get 20% off. Questions: info@sbt.az · +994 55 455 27 26.

Frequently asked questions

Can the same customer buy both wholesale and retail?

Yes. The price type is chosen on each order; a legal entity is not automatically treated as a wholesale buyer.

Can a sales rep take orders without internet?

Yes. The order is entered on the phone and sent to the system when the connection is restored.

Is an order over the credit limit blocked completely?

No. The order is created but does not go into fulfilment until finance approves it, so exceptions can still be managed.

Can customers place orders themselves?

Yes, through the Telegram bot. The bot follows the wholesale price and minimum rules, and the order goes straight into the CRM.