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Plumbing and sanitaryware distributors · CRM

The retailer list lives in the salesman's head and the accountant's ledger, never on one page.

A CRM for a plumbing and sanitaryware distributor is one record per retailer, plumber and project: who they are, what they buy, when they last ordered, what has been quoted and what is owed. GullySales sets up the fields, moves the salesmen's lists in and trains the counter staff to keep it current.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A distributor demonstrates a tap fitting to a contractor

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for plumbing and sanitaryware distributors

Sales and marketing for plumbing and sanitaryware distributors, the overview.

Last updated 6 Oct 2026.

For plumbing and sanitaryware distributors

Where it usually goes wrong, and what we would do.

  • “The accounts software knows the bills, not the buyers”

    Tally holds every invoice, but it cannot tell you which retailer stopped taking CP fittings after the last stock-out. That needs the invoice lines read against the shop.

  • “One shop, three spellings”

    Sharma Hardware, Sharma Hardwares and Sharma Hardware Stores are all one shop on three routes. Until a GSTIN settles it, nobody knows the real order value.

  • “Quotes and orders live in different notebooks”

    The quotation is in a salesman's diary, the order is in the billing software, and nobody can say which quote became which order.

  • “A form of thirty fields is a form nobody fills”

    A counter that is busy at eight in the morning writes the shop name and the item and nothing else. The record has to be short enough to survive that hour.

What we do

What we deliver for plumbing and sanitaryware distributors.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A record for each retailer and plumber

    Legal name, owner, GSTIN, area, route, salesman, brands bought, usual items and the date and size of the last order.

    Result: The shop's history is one page, not four people's memory.

  2. The salesmen's lists moved in and cleaned

    Contacts from phones, diaries and the billing software merged, with duplicate spellings resolved by GSTIN or mobile number.

    Result: Each retailer appears once, under one route.

  3. Orders and quotes linked

    Sales register exports matched to the retailer record, with the quotations sent to builders held against the project.

    Result: You can see which quotations became orders.

  4. A lapsed-buyer view

    A list of retailers past their own usual gap between orders, with the last item they took and the salesman who covers them.

    Result: The call goes to the shop that has gone quiet.

  5. A short update routine for the counter

    Five fields filled at the counter and the rest by the salesman on the next visit, with a named person checking the list.

    Result: The record stays current without slowing the counter.

  6. A named owner and a copy for the firm

    A person responsible for the data, and a copy held in the firm's own account, not on an individual's phone.

    Result: The records remain yours when staff change.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

What to record, and when

What a plumbing and sanitaryware distributor records for each buyer, and why.

Retailer: invoice name, GSTIN, area, route
Record the name as it appears on the invoice, the owner's number, the area and the route. The GSTIN settles which of two spellings is the same shop.
Brands and product families bought
Tick the families each shop takes, such as CPVC, SWR, CP fittings and tanks. A shop that buys pipes only is a prospect for your fittings, and the record shows it.
Last order: date and what it held
Take it from the sales register after each billing run. A shop that bought SWR fittings every time but missed the last two orders is telling you about a stock-out or a rival.
Plumber: which shops they send work to
Note the shops the plumber buys through and the brand recommended, so the new-arrival call and the thanks reach the person who steers the sale.
Project: builder, stage, quote and callback date
Enter each quotation against the project, with the approved makes and the date someone will ring. A quote without a callback date is a quote that is forgotten.
Do you need software yet?
If one sheet still opens quickly and one person edits it, keep the sheet with these columns. Move to software when two people must update the same record at once or the route lists keep drifting apart.

Who it is for

This is written for these plumbing and sanitaryware distributors.

  • CPVC, UPVC and SWR pipe and fittings distributors
  • Sanitaryware and CP fittings distributors
  • Water tank and storage distributors
  • Multi-brand plumbing wholesalers supplying sub-dealers
  • Distributors with a bathroom showroom and a trade counter
  • Project suppliers to builders and contractors
  • Valve, pump and water heater stockists
  • District sub-distributors and stockists

Not for

It is not the right fit if.

  • Your salesmen will not record anything beyond the order, so a new system would stay empty.
  • Your accounts software already holds each shop's code and you only need a callback sheet for quotes, which a shared sheet does.
  • The retailer list has not been cleaned of three spellings per shop, and loading it would copy the mess across.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can we run this on a spreadsheet?
Yes, for a long while. Use one shared sheet with fixed columns, one row per retailer, and one person who cleans it. A CRM becomes worth it when several people need to update records at once, or when you want reminders and a lapsed list built without effort.
Our salesmen will not update anything. What then?
Make the record shorter and make it useful to them: their route list, their callbacks and their lapsed shops come from it. Tie the review with the owner to what is in the record. A salesman who sees their own follow-ups appear updates the record.
Can the CRM connect to Tally?
It depends on your version and set-up, so ask the software vendor. What works in many firms is exporting the sales register and matching it to the retailer by GSTIN or name. That is enough to show last order and lapsed shops without a live link.
A salesman leaves and takes the contacts. Who owns them?
The firm should, because the records were made on its time and for its sales. Put it in writing at joining, enter contacts in the shared record as they are made, and take legal advice on what your terms can enforce.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for plumbing and sanitaryware distributors.

All articles

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Everything else we would do for you.

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Also for plumbing and sanitaryware distributors

Or start from the overview: sales and marketing for plumbing and sanitaryware distributors.

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