The problem isn’t your people. It’s the system they’re working in.
Here’s how technology specifically built for drinks wholesalers can help solve the everyday challenges your sales team faces, and turn them into a more productive, confident, and profitable part of your business.
Challenge #1: Sales Reps Wasting Time on Low-Value Admin
The issue: Too much of your sales team’s day is spent on tasks that don’t generate revenue. Think manual data entry, chasing customer order history, or trying to figure out what stock is available before promising anything to a customer.
The solution: With an integrated system that pulls in live order history, stock levels, and account data, your salespeople have the information they need at their fingertips. That means less time checking figures and more time selling, with the ability to confirm an order there and then.
Challenge #2: Missed Sales Opportunities and Lost Accounts
The issue: Reps can’t always spot which customers are slipping or which products aren’t getting pushed. That leads to missed chances to upsell, lost accounts, or order gaps that go unnoticed.
The solution: A system that tracks buying behaviour and flags gaps gives your team clear direction. They can see who’s stopped buying a best-seller or who’s ready for a new product, so they can take action before it’s too late, with tailored offers and pricing specifically for each account.
Challenge #3: Walking Into Meetings Blind
The issue: Without proper preparation, salespeople risk turning up to customer meetings without knowing recent order history, pricing issues, or product gaps. That can make them look silly or even incompetent. In turn, that can damage their confidence and limit their ability to have strategic conversations.
The solution: A purpose-built CRM for drinks wholesale gives each salesperson a complete customer snapshot before they pick up the phone or walk through the door. No more guessing, just data-driven conversations that build trust and drive sales.
Challenge #4: Poor Communication Between Sales and Operations
The issue: Sales reps sometimes end up promising what they can’t deliver because they’re not aware of stock constraints or supply delays. That creates tension with warehouse or procurement teams, and – even worse – disappointed customers.
The solution: When sales are entered into a system that’s connected across your business, everyone sees the same picture. Live stock levels, lead times, and order status updates reduce miscommunication and a ‘them and us’ culture, helping your team sell with confidence.
Challenge #5: Lack of Visibility for Sales Managers
The issue: Without real-time data, sales managers struggle to see what’s happening in the field. Are reps visiting the right accounts? Are they focused on the right products? Are we hitting targets?
The solution: Reporting dashboards and account activity logs give managers a clear view of rep performance, account coverage, and sales pipeline. That means better coaching, smarter decision-making, and fewer surprises at the end of the month.
Challenge #6: Resistance to Change or Technology That Doesn’t Fit
The issue: Sales teams are often hesitant to adopt new systems, especially when the tech feels generic, overly complex, or clearly not designed for the drinks trade. Maybe they’ve already had their fingers burnt by a system that didn’t deliver on its promises and was clunky to use.
The solution: A tailored system built specifically for the drinks wholesale industry means it speaks your team’s language, fits into how you work, and actually makes their lives easier. When they see it working for them, they buy in.
In Summary: The Tools to Do the Job Right
Equipping your business with the right technology doesn’t just make your sales team’s lives easier, it improves performance across the board:
- Less admin. More selling.
- Fewer missed opportunities.
- Better customer conversations.
- Stronger internal communication.
- Smarter decision-making.
If your sales team is still relying on spreadsheets, memory, and guesswork, or a system that isn’t quite fit for purpose in the complex drinks wholesale industry, it’s time to upgrade.
Find out more here about our full ERP solution which includes our ORCA mobile sales app, bringing your sales reps into the ‘single source of truth’ that is vital for any successful wholesale business.
Get in touch now to find out how Gaina can help you power your Sales Team with technolgy.
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