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CRM for Wholesalers

Wholesalers deal with a complex network of customers and suppliers. Managing relationships across manufacturers, distributors, retailers, and end-consumers poses unique challenges. CRM systems, especially tailored for wholesale distribution, such as CRM for Wholesalers, help streamline these multifaceted customer interactions for greater efficiency and sales growth.

Best CRM Software for Wholesalers

  • Salesforce
  • Zoho CRM
  • HubSpot CRM
  • Pipedrive
  • NetSuite CRM

List of Top CRM Software for Wholesalers with Reviews

Last Updated on: February 25, 2024

Salesforce Verified

Salesforce, a pioneer in CRM software, offers wholesalers a robust platform for managing customer relationships, sales pipelines, and marketing efforts. With its highly customizable features, Salesforce empowers wholesalers to streamline operations, track leads, and enhance customer engagement. Its comprehensive analytics and reporting tools provide valuable insights for informed decision-making. Moreover, Salesforce’s cloud-based architecture ensures accessibility and scalability, making it an ideal choice for wholesalers seeking a powerful CRM solution to optimize their sales processes and drive business growth.



  • Analytics Dashboard
  • Sales Analytics
  • Workflow Automation
  • Inventory Management
  • Lead Tracking
  • Integration Capabilities

Zoho CRM

Zoho CRM is a versatile solution tailored for wholesalers, offering a suite of tools to efficiently manage customer interactions and sales processes. Its user-friendly interface simplifies lead tracking, contact management, and pipeline monitoring. With integrated email marketing and automation features, Zoho CRM enhances customer engagement and nurtures leads. Additionally, its affordability makes it accessible for businesses of all sizes. Zoho’s analytics and reporting capabilities empower wholesalers with actionable insights, facilitating strategic decision-making and driving revenue growth in a competitive market.


  • Sales Pipeline
  • Forecasting Tools
  • Email Marketing
  • Mobile Accessibility
  • Contact Segmentation
  • Document Management

HubSpot CRM

HubSpot CRM provides wholesalers with a powerful and free solution to streamline customer relationship management. It offers intuitive tools for tracking leads, managing contacts, and automating tasks. HubSpot’s seamless integration with marketing and sales automation tools enables wholesalers to nurture leads and drive conversions effectively. The user-friendly interface and robust reporting features make it accessible and insightful for businesses of all sizes. With HubSpot CRM, wholesalers can enhance customer interactions, optimize sales processes, and ultimately grow their revenue in a competitive market.


  • Contact Activity
  • Sales Reporting
  • Email Sequences
  • Contact Scoring
  • Task Automation
  • Team Collaboration


Pipedrive is a sales-focused CRM platform tailor-made for wholesalers. Its visual pipeline interface simplifies lead and deal tracking, aiding in efficient sales management. With robust customization options, Pipedrive adapts to specific wholesaler needs seamlessly. The platform emphasizes deal progress, making it easy to monitor and optimize sales cycles. Its automation features streamline repetitive tasks, saving time and boosting productivity. Pipedrive’s insightful reporting tools offer valuable sales metrics. Overall, it provides wholesalers with a user-friendly, sales-driven CRM solution to enhance customer relationships and drive revenue growth.



  • Deal Tracking
  • Contact Filtering
  • Email Integration
  • Pipeline Management
  • Goal Setting
  • Sales Forecasting

NetSuite CRM Verified

NetSuite CRM is a comprehensive solution designed for wholesalers seeking advanced CRM capabilities. Integrated with powerful ERP functionalities, it offers a unified platform for managing customer relationships, sales, and operations. NetSuite provides in-depth customer insights, streamlining lead-to-order processes. Its robust analytics and reporting tools offer real-time visibility into sales performance and customer behavior. With scalability and cloud-based accessibility, NetSuite CRM caters to businesses of all sizes. This platform empowers wholesalers to optimize operations, enhance customer satisfaction, and drive profitability in a competitive market.



  • Unified Customer View
  • Marketing Automation
  • Order Management
  • Customer Support
  • eCommerce Integration
  • Financial Reporting

What is CRM for Wholesalers?

Best CRM Software for Wholesalers

CRM software built for wholesale distribution provides a centralized platform to manage the entire lifecycle of B2B customer relationships. It comes with lead management, account management, order processing, inventory tracking, marketing automation, and analytics.

Wholesale CRM consolidates all customer information like contacts, interactions, and transaction history in one place. This provides wholesalers with complete visibility into customer relationships starting from initial prospecting to order fulfilment and post-sales service. Sales teams get insights to better engage customers, cross-sell products, and drive repeat business.

CRM systems meant for wholesale distribution are tailored to the industry’s specific workflows. They assist wholesalers to streamline lead distribution, sales territory alignment, inventory allocated to accounts, order approvals, and customer tier management. The goal is to enhance sales productivity and customer experience.

Key Features of Best CRM Software for Wholesalers

CRM systems designed for wholesalers incorporate features like:

  • Contact Management: Centralized database of all customer and prospect contact details and account profiles.
  • Lead Management: Track leads by source, assign ownership, score leads based on value and drive timely follow-ups.
  • Opportunity Tracking: Manage deals through customizable sales stages with projected close dates, statuses, and probability tracking.
  • Sales Territory Alignment: Define geographic or account-based sales territories with automated lead assignment.
  • Quote Generation: Quickly create, customize, send, and e-sign quotes right from the CRM.
  • Order Management: Easily enter and track orders from creation to fulfilment and invoicing.
  • Inventory Tracking: Real-time visibility into inventory levels allocated to specific customers and accounts.
  • Customer Tiering: Categorize customers based on purchase volume to provide differentiated sales and service.
  • Loyalty Programs: Create and manage incentives, promotions, and customer loyalty programs.
  • Marketing Automation: Build targeted email, social, and ad campaigns and track responses.
  • Reporting & Analytics: In-depth reports on sales performance, account health, product trends, and forecasts.

Benefits of CRM Software for Wholesalers

Wholesale businesses can achieve the following benefits by investing in a tailored CRM system:

  • Increased Sales Productivity: By centralizing customer data and interactions, sales reps can work more efficiently.
  • Improved Visibility: Get a single source of truth across the customer lifecycle – from leads to renewal.
  • Enhanced Customer Service: Quick access to account histories helps agents deliver personalized service.
  • Better Forecasting: Analytics help forecast demand more accurately based on historical trends.
  • Reduced Lead Leakage: Automatic lead distribution ensures no sales fall through the cracks between reps.
  • Targeted Marketing: Segment customers for highly tailored promotions based on purchase history.
  • Order Processing Efficiency: Streamlined order management workflow reduces delays and errors.
  • Inventory Optimization: Insights into customer purchase patterns help optimize stock levels.
  • Sales Territory Optimization: Define ideal account assignments based on rep workload capacity.

Limitations of CRM for Wholesalers

However, CRM systems designed for wholesalers have some limitations:

  • Steep Learning Curve: Can be complex to learn for non-tech savvy users without proper training.
  • High Setup Costs: A large upfront investment is required for installing, migrating data, and integrating.
  • Change Management: Adoption across sales and service teams requires significant change management.
  • Ongoing Maintenance: Regular administration and customization are required to tune the system.
  • Feature Gaps: It may lack niche capabilities like advanced warehouse management without add-ons.
  • Limited Mobility: Mobile access and offline support may lag desktop functionality.
  • Fragmented Data: Integrating data from ERP, accounting, e-commerce, and other systems can be challenging. 

How to Choose the Best CRM for Wholesalers 

Selecting the right CRM tailored for wholesale distribution requires focused research and evaluations. Here are some tips for choosing the best platform:

Identify Must-Have Features

Outline the specific workflows and capabilities you need to support – order processing, inventory visibility, customer tiering, etc. Identify any industry or regulatory requirements. This will help narrow down options.

Involve Key Stakeholders

Include key teams like sales, marketing, service, operations, and IT in the CRM selection process. Get their input on required features, pain points with current systems, and desired benefits.

Evaluate Options

Research leading wholesale CRM solutions that fit your criteria. Shortlist 4-5 vendors and scrutinize capabilities, modules, mobile apps, deployment options, integrations, and pricing.

See Demos

Schedule demos from shortlisted vendors configured for your workflows and use cases. Ask detailed questions and assess how intuitive key functions are. Review any built-in reports, dashboards and analytics.

Talk to References

Ask shortlisted CRM vendors for 2-3 client references, preferably from your industry. Contact them to understand their experience during and post-implementation. 

Start with Minimum Viable Product

When rolling out, first implement the core set of must-have features instead of activating all functions at once. Get user feedback, fine-tune, and progressively scale up functionality.

Frequently Asked Questions: Best CRM Software for Wholesalers

How can CRM improve wholesale distribution workflows?

CRM condenses account data in one place to streamline lead and order management, automate marketing, optimize inventory, and enhance forecasting.

What key features should wholesalers look for in CRM software?

Leading features are contact management, sales territory alignment, order processing, inventory visibility, customer tiering, loyalty programs, and analytics.

What key features should wholesalers look for in CRM software?

Leading features are contact management, sales territory alignment, order processing, inventory visibility, customer tiering, loyalty programs, and analytics.

How much does wholesale distribution CRM software cost?

Pricing depends on customizations, users, integrations, and add-ons. However, the total cost for a moderately complex system can range from $50,000 to $100,000.

How long does CRM implementation take for wholesalers? 

Implementation including data migration, user training, testing, and change management can take 6 to 9 months for full-scale deployment.

How can wholesalers maximize user adoption of new CRM systems?

Executive sponsorship, training, role-specific configuration, incentivization, and power user identification are key to driving adoption across the sales organization.

How can CRM support omnichannel customer experiences for wholesalers?

Unified data and integrated order management across channels allow wholesalers to maintain consistency and visibility across in-person, online, and phone interactions.