1. Failing to prioritise integration capabilities

Integration capabilities are crucial for B2B businesses where multiple systems like ERP (Enterprise Resource Planning), marketing automation, and logistics platforms coexist. Selecting a CRM that lacks seamless integration with these existing systems can result in data silos, inefficiencies, and redundant manual efforts. The ability to integrate with other systems is essential for CRM solutions because they facilitate data synchronisation, streamline workflows, and provide valuable insights. The seamless exchange of information between different systems contributes to more efficient operations, improved customer satisfaction, and better overall business outcomes. 

Organisations that effectively integrate their CRM solutions with other tools and systems can respond faster to market changes and customer demands. This agility gives them a competitive edge by enabling them to adapt more quickly and provide exceptional customer experiences.

2. Choosing a one-size-fits-all CRM solution

Many businesses fall into the trap of opting for a generic, one-size-fits-all CRM solution. One-size-fits-all CRMs often come with a multitude of features that may not be relevant to your business. This can clutter the interface and overwhelm users, making it difficult to find and use the features that truly matter. Unnecessary features can distract users from their core tasks and contribute to a poor user experience. Such systems may lack the flexibility to accommodate the specific needs of wholesalers, manufacturers, and distributors, resulting in suboptimal processes and customer experiences. Instead of pursuing a CRM with a long list of features, it’s better to find a CRM that has strong features that align with the business’ needs.

Every business has unique processes and workflows. A one-size-fits-all CRM might not align with your existing practices, forcing you to modify your established workflows to fit the system. This can lead to reduced efficiency, increased complexity, and resistance from employees who are accustomed to certain ways of working. Make use of Free Trials available and test the systems you’re thinking of investing in to ensure the features and functionality you require are incorporated into the solution. It’s important to trial systems before investment so you can spot any CRM red flags before it’s too late. 

3. Neglecting industry-specific features

One of the most common mistakes that B2B businesses like wholesalers, manufacturers, and distributors make when selecting a CRM is overlooking industry-specific features. Each sector has unique requirements and workflows, such as inventory management, order processing, and supply chain integration. Wholesalers and distributors, for example, require a solution that’s stock-aware to track stock levels in real time, prevent overstocking and optimising order fulfilment, leading to better inventory control and cost management. Ignoring these distinctive needs can lead to inadequate CRM functionalities, hampering overall productivity and customer service.

According to a research study conducted by Forrester, industry-specific CRM solutions can improve operational efficiency by up to 40%, contributing to better customer experiences and increased revenue. When choosing a CRM, make sure you’re aware of the key functions that B2B product sellers need to see real sales growth. 

4. Overlooking end users & mobile accessibility

It’s Important to make informed decisions about a CRM solution based on the needs of the end user, a CRM should be sales-friendly, intuitive and easy to implement and use. With the increasing reliance on remote work and field sales, overlooking mobile accessibility is a significant mistake.  A survey conducted by Innoppl Technologies found that 65% of sales representatives achieved their sales targets using mobile CRM, compared to only 22% without mobile access, highlighting the importance of mobile-friendly CRM solutions. A CRM system with limited mobile capabilities can hinder sales representatives' efficiency and responsiveness to customer needs, reducing overall sales performance. 

5. Ignoring data security and compliance 

Wholesalers, manufacturers, and distributors handle sensitive customer data, including financial information, purchase histories, and contact details. Neglecting data security and compliance when selecting a CRM can lead to data breaches, regulatory fines, and reputational damage. A study by Ponemon Institute indicates that the average cost of a data breach in the manufacturing sector is $5.81 million. Implementing a robust CRM system with encryption, access controls, and compliance features can help mitigate these risks. 

Selecting a CRM system that incorporates ISO standards of security is crucial for protecting customer data, building trust with customers and partners, and fostering a culture of security within the organisation. Make sure to refer to reviews on trusted software review sites like G2 and Gartner to ensure the solution you want to implement is what it says on the tin! 

Choosing the right CRM system is a critical decision for wholesalers, manufacturers, and distributors. By avoiding the aforementioned mistakes and considering industry-specific features, integration capabilities, mobile accessibility, data security, and tailored solutions, businesses can enhance their operational efficiency, elevate customer satisfaction, and boost revenue. Academic research emphasises the importance of making informed choices when selecting a CRM, ultimately leading to sustainable growth and success in the dynamic landscape of these industries. To make sure you’re selecting the best CRM for your business, consider CRM comparison guides to help you make the most informed decision for your company.

Prospect CRM's 14-day free and integrated trial helps you see your data in action, completely credit card free! Check out our Integration Marketplace and connect your trial to your back-office systems to have your data extracted within minutes.