See the full customer picture before every conversation.
Your business already holds valuable customer information, but your sales team needs it brought together in one place to make the most of it.
Your CRM often holds calls, emails, notes and open opportunities, and our ERP holds orders, pricing, stock and product information. When this data sits across separate systems, salespeople can waste hours searching before customer calls.
They review previous conversations, check recent orders and look up product details. Important details can often get missed. An open quote, a drop in order frequency or a gap in buying history may go unnoticed.
Your CRM should be helping your salespeople decide where they need to focus on next.
A CRM should help your team sell
Your CRM should help your team manage leads, track opportunities and complete follow-ups. It should also give salespeople current account information before every customer conversation.
A standalone CRM often creates extra admin. Salespeople end up re-entering details, copying information between systems and searching for order history before contacting an account. Over time, records become incomplete and the CRM stops being a natural part of the day-to-day sales process. Important customer knowledge can then end up scattered across spreadsheets, notepads or, even worse, stored in someone’s head.
Your team does not need more data entry. They need faster access to the data your business already holds.
Connected CRM and ERP
Your ERP holds the commercial side of each customer relationship. It shows what customers buy, how often they order, what they pay and which products they purchase.
Your CRM holds relationship history. It records contacts, calls, emails, notes, tasks, leads and opportunities.
But when your CRM and ERP work together, your salespeople see both sides of the account in one view. They see recent sales activity alongside order history, live pricing, stock and product information.
This gives your team clear reasons to contact each account. They follow up on open quotes, check changes in order frequency, review dropped product lines and raise relevant product categories with existing customers.
Your team also creates quotes using current pricing, stock and product data from the ERP. This reduces duplicate work and keeps sales records aligned.
Look for gaps in customer buying
Your next sales opportunity often sits in products a customer does not buy from you.
A customer might buy paper, stationery and printer supplies from you while buying furniture, workwear or facilities products elsewhere. They already know your business. They already place orders. Your salesperson has a relevant reason to start a conversation.
Instead of sending the same promotion to every account, your team can use buying history to ask better, more relevant questions. This shows the customer you understand their purchasing behaviour and gives your salesperson a natural reason to introduce another product category. With AI, it is becoming even easier to spot these patterns, identify gaps and surface potential opportunities.
”“I see you buy workplace essentials from us. You do not buy workwear. Where do you source workwear today?”
Use AI to prepare for calls
Salespeople often review months of notes, emails, calls and account activity before speaking with a customer. This takes time, and key details get missed.
AI-powered summaries bring previous conversations, open actions and account history into a short account overview. Your salespeople see what happened before, what the customer buys and which tasks remain open.
Your team spends less time searching through records and more time preparing for customer conversations.
Give managers a clearer view
Sales managers need reliable information to support their teams. Connected CRM and ERP data gives them a clearer view of pipeline progress, account activity and follow-up work.
Managers see stalled opportunities, accounts needing attention and overdue follow-ups. They use this information to agree the next step with each salesperson.
A shared customer record also keeps account knowledge in your business. When account ownership changes or a colleague is away, other team members see previous conversations, sales activity and buying history.
Turn customer data into action with Prima ENGAGE
Sales teams need one view of the customer. They need relationship history, buying data and live product information where they manage sales activity.
Prima ENGAGE is a fully integrated CRM platform for Prima ERP, developed for office supplies businesses.
It brings customer information, sales activity and ERP data into one sales-focused view. Your team manages leads and opportunities through customisable pipelines. They keep emails, calls, notes and tasks together. They create quotes with live pricing, stock and product information from Prima ERP.
Your salespeople use buying history and account activity to identify relevant opportunities, prepare for calls and focus on the right accounts.
Prima ENGAGE helps your salespeople focus on the right account, start more relevant conversations and follow up with purpose.
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info@primasoftware.co.uk