CRM and AI Call Review for Wholesale and Distribution Sales
A CRM for wholesale distributors: each quote tracked by stage with an SLA, every call and email with buyers reviewed by AI, promised callbacks as tasks.
In wholesale, a deal doesn’t close on one call. Between the first inquiry and the first shipment there’s a quote, back-and-forth on price and payment terms, a credit application, a purchase order and a string of calls and emails with the buyer. All of it lives in the rep’s head and inbox, so the sales manager finds out a deal has stalled when the customer is already buying from another supplier.
Reorders are the other half of the business, and they fail more quietly: a customer who ordered every month simply stops calling, and nobody notices, because no new deal ever showed up.
Where wholesale deals get lost
- Quotes sent into silence. The rep emails the quote and waits for the buyer to come back. The deal sits in “Quote sent” for three weeks while the buyer compares it with a competitor’s.
- Negotiation without rules. Instead of asking what the price is being compared with, the rep cuts it on the spot or promises net 60 terms nobody approved. The manager finds out from the purchase order.
- Talking to the wrong person. A month of emails with a purchasing agent, while the decision sits with an owner or a CFO nobody has spoken to.
- Callbacks promised and forgotten. “Let me check stock and get back to you by end of day” — and end of day comes and goes.
- History in a personal inbox. Quotes, pricing and contract changes live in the rep’s mailbox. When the rep leaves, the account history leaves too.
- Reorders nobody prompts. A regular customer goes quiet, and nobody calls to ask about the next order.
How Omniscore handles it
Reps keep their phone numbers and mailboxes, and every conversation goes through the same steps:
- Every conversation with the buyer in one timeline. Calls from your phone system and email from any mailbox over IMAP land in one timeline per customer, and AI links each conversation to the deal. If the customer has several open deals and AI isn’t sure which one, the conversation goes to the “Review” queue, and the rep picks in one click.
- Every call and email reviewed. About two minutes after a call: a transcript, a score against your scorecard, a summary, the outcome and the next step. Emails are graded with the same scorecard, so a rep’s email quality sits next to their call quality.
- Promises become tasks. “I’ll send the updated quote by Thursday” — AI creates a task with a due date for the rep. Overdue tasks turn red.
- Accounts, not just contacts. A company holds its contacts — the buyer, the owner, accounts payable — along with its deals and tasks, and a customer with several locations can sit under one parent company. Products can carry several price lists, say for dealers and contractors, and stay in sync with your ERP through the REST API.
- Ask Omni. Ask “What needs my attention?” and Omni lists deals past their SLA, overdue tasks and deals where the conversation has moved ahead of the stage — for example, a bulk order still in “Quote sent” while the customer is already negotiating. Omni suggests the move as a card; a person makes it.
- Your ERP stays. Orders, inventory and invoicing stay where they are. The REST API and webhooks keep the two in sync, and a dedicated connector can be built as a custom module — see the integrations page. For the full CRM overview, see Sales CRM.
A separate wholesale pipeline, with an SLA on every stage
Wholesale deals follow different rules than retail orders: different stages, different time limits, different reasons for losing. In Omniscore they get their own pipeline and board, and every deal carries its amount, line items, owner and tasks. Example stages:
| Stage | How a deal gets here | SLA, for example |
|---|---|---|
| Inquiry | The customer named the product, volume and a contact | First contact within an hour |
| Qualified | Volume, order frequency and decision makers are known | 2 days |
| Quote sent | The quote went out | 3 days until a call about it |
| Negotiation | Price, payment terms and delivery are on the table | 5 days |
| Purchase order | The PO is in and being confirmed | 1 day |
| Shipped | The order left the warehouse | None — the deal is won |
A deal past its SLA is highlighted on the board. Lost deals close with a reason from a fixed list — “price higher than another supplier,” “payment terms,” “couldn’t meet the volume,” “decision postponed” — so after a month you can see what’s actually costing you sales. Automation rules take care of reorders: when a deal is won, a rule can open the next deal for the same customer, or wait a set number of days and create a task for the rep to ask about the next order.
Omniscore doesn’t generate quote documents yet — quotes and invoices built from deal data are on the roadmap. For now, you send the quote from your usual system, and the deal holds the products, quantities and amount.
Scorecard for calls with buyers
A B2B scorecard looks different from a retail one: understanding volume and who decides matters more than closing on the first call. Example criteria:
| Criterion | What AI checks |
|---|---|
| Needs and volume | What they buy, in what quantities, how often and who they buy from now |
| Decision makers | Who else signs off: the owner, finance, operations |
| Terms that matter | Price, payment terms, lead time, delivery and minimum order — named and confirmed |
| Price and terms objections | Didn’t give in at the first push; asked what they’re comparing and answered on substance: terms, lead times, availability |
| Continuity | On a follow-up call, picked up where the last one left off and moved the deal forward |
| Next step | An action with a date: “I’ll send the quote today, and we’ll go over it Friday at 10” |
| Critical | A discount, payment terms or delivery date the company hadn’t approved — zeroes the score |
Every score comes with an explanation and a quote from the call, so there’s no arguing over “I never said that.” If your inside sales reps and account managers work differently, each group can have its own scorecard.
What the sales manager sees
- Pipeline report — entered, won and lost; how many deals are at each stage, how long they sit there and how many are past SLA. In wholesale, watch the step from “Quote sent” to “Negotiation.”
- Loss reasons — how many deals you lose on price and how many on payment terms or volume.
- Revenue and rep KPIs — revenue with who closed each deal, next to KPIs for every rep.
- Agent leaderboard and standards compliance — scores, critical fails, unreturned missed calls and how often each scorecard item is followed; for example, who most often fails to find out who makes the decision.
- Weekly digest and Omni — an email summary of the week every Monday, and morning questions for Omni: “Which deals are stuck past SLA?”, “Which objections most often go unanswered?”
Pricing and pilot
The Omni core is $149 a month per workspace for a team of up to 10 (each additional 5 people is $59 a month). For long B2B cycles you’ll want the CRM ($79 a month) and Tasks ($25); Email is $15. A separate branch, brand or division with its own pipeline and reports is another $19 a month. AI review is billed from a prepaid balance as you go — about 2¢ for a 1–2 minute call, more for longer ones. Prices exclude sales tax. Build your setup in the calculator on the homepage; the details are on the pricing page.
The pilot runs for 14 days with every module: up to 1,000 minutes, no prepayment and no contract. We connect your phone system and mailboxes, set up your wholesale pipeline, SLAs and scorecard, and check the AI’s scores against your manager’s on 20–30 calls. Within 3–5 days you’ll see which deals are stuck, where reps give in on price and who hasn’t been called back. Request a pilot.