As we described in the article about the sales funnel, the classic sales funnel is a system of recording the flow of transactions by stage. At the same time, the system is a set of rules. In a company’s cycle of producing irreparable benefit to the customer, sales is only part of the overall process of the company’s functioning. In this case, an information system that takes into account only the process of transaction flow closes only one local business task. Also, this can help crm for moving company.


Template-driven CRM systems have become widespread because the process of moving a transaction card containing the transaction amount and customer contact information is a fairly template-driven task. However, when it comes to the production process, order formation, estimating or delivery – these processes are individual to each company. That’s why template CRM or SaaS solutions are limited to the overall process and don’t cover most of the company’s processes. Otherwise, they become less applicable.

A logical continuation

The custom development of CRM systems is usually not limited to the sales funnel. Indeed, a deal is a kind of information entity responsible for the entire process of order flow. But once the deal is made, its life does not end. Within the sales funnel, you can make “Production” or “Fulfillment” stages. At the end, before the “Sales” section, put the “Final payment” and “Signing of receipts” stages, but these are only marks. These processes can also be automated as part of a custom CRM, speeding up the work of employees at these stages, increasing convenience, reducing parasitic loss of time and reducing errors.

Expanding the evaluation phase

In custom made CRM systems, the most common functionality is the automation of order valuation. This makes sense, since there are many more transactions in the sales funnel at the estimation stage than in the production itself, so more time is spent on this process. In addition, transactions at the production stage are sometimes handled by another department and this is not handled by the sales manager. And the system is called CRM, and the main area of automation of such a system is sales. In some companies it takes a very long time, sometimes up to several days for one manager to estimate the cost of the order and make a commercial offer. Sometimes this process is related to communication with the production department (for factories and manufacturing companies), when the cost calculation is performed by the production department and this calculation is individual.

Option 1 – calculation is performed by the manager

If the calculation of the cost of the order is performed by a manager, in this case the logic of calculation is laid down in the algorithms of the CRM-system and this is a fairly simple task. In the information system is added to the section and the essence of the nomenclature of goods or services that the manager adds to the order. There is a complication of the task, when regardless of the value of the goods it is necessary to adjust the amount of the final order under a certain value. Then the cost of all items is proportionally increased or decreased to a certain total amount and the preparation of estimates is automated. In this case the manager presses only one button. In the calculation, in addition to the items of the order, several additional parameters may participate, such as the manager’s remuneration and the company’s income. These parameters can be closed and adjusted by a company manager with special access. The cost of goods and services can be entered as a purchase price or a sales price. Any combination of parameters and calculation logic can be implemented. The main thing is that in the end the calculation of the cost of the order is reduced to the click of a button.

Option 2 – The calculation is performed by production specialists

In this case, the CRM system adds a special access and interface for the calculator. The encapsulation principle used in programming can work here. In this case, the manager enters the parameters and inputs necessary for the calculation into the order, and places the order in the calculation block. The calculator receives notification that it is necessary to make a calculation. Logs into the system under his account and sees the orders in the calculation stage, only the information he needs to produce calculations. Order card for the calculator can contain special fields and mechanisms to speed up this process. We used to make an information system, where a calculation specialist had an assortment, material properties, up to 6 parameters of the workpiece, the required number of manipulations (galvanizing, grinding, turning, OTK, etc.). The system had standards for operations and their cost in terms of time. The calculator entered information on how much time was required for each operation and which operations were required. What kind of blanks would be required to fulfill the order. As a result, the manager received the final estimate automatically.

Generating a quote

The result of the calculation is a commercial proposal, which the manager sends to customers. In each company, commercial proposals look different. In some companies it is a total cost or price range, in others it is a detailed estimate. As a rule, a commercial proposal is a beautiful document on the company’s letterhead.

CRM-system can, as with a subsystem of calculation and without it, have a functional formation of commercial proposals. In addition, you can take into account the formed CP to the transactions and store them. You can add text and image inserts. They can contain both general data about the company, and, depending on the goods and services in the order may have additional information that is formed on the basis of the type of services. Thus, the output is an individual proposal.Example – the formation of commercial proposals for the builder. In this case, the commercial proposal is formed on the basis of the apartments added to the shopping cart, the manager chooses whether to display information about the house, technical parameters of the house. A document is compiled on the letterhead of the developer, with the data manager, all the details of the selected apartments, finishing, Residential Complex, in which these apartments are located. It is all drawn up on a corporate, pre-prepared document format.

Why it’s needed

The process of calculation and the process of forming a commercial proposal in many companies eats up a huge amount of managers’ working time. As for the calculation, in some companies the cost of the order is done “by eye”, the logic is not fixed, and sometimes it is done by the head of the company. Automation of this process is useful not only in terms of speed, but also in terms of determining and digitalizing the logic of calculation, which allows you to perform calculations by any employees who have access to the appropriate section of the CRM-system.