Dealer Lead and Reorder Automation
Use dealer billing history to send timely WhatsApp reorder suggestions, flag dealers going quiet, and qualify new dealer enquiries before they reach the area sales manager.
- Capability:
- AI Sales & Marketing Automation
- Industry:
- Manufacturing
Who it is for
- National Sales Head
- Channel Sales Manager
- Area Sales Manager
- Sales Excellence or CRM Lead
The problem
Sales officers spend most of their time with the dealers who already order often, while smaller dealers drift to a competitor without anyone noticing. New dealer enquiries from the website, B2B marketplaces and trade fairs sit in spreadsheets until someone finds time to call.
Small dealers go quiet
Dealers outside the sales officer's regular beat stop ordering, and the drop shows up only in the quarterly review.
Leads that go cold
Enquiries from IndiaMART, the website and expos are not qualified or routed for days, and good prospects sign with another brand.
Broadcast messages
Reorder reminders and scheme updates go out as the same WhatsApp broadcast to every dealer, so they are ignored or blocked.
No record of why
When a dealer stops ordering, nobody records whether it was price, credit, stock or service.
What we build
We build an automation layer on top of your billing and DMS data. For each dealer it learns the usual purchase cycle by SKU group and, when a reorder is due, sends a WhatsApp suggestion based on recent run rate that the dealer can confirm in one tap as a draft order. Dealers who miss their usual window are flagged to the sales officer with context. New enquiries are qualified by a WhatsApp or web assistant that asks about territory, business type, current brands and expected volumes, then routed to the right ASM in the CRM with a summary. Messages use only approved templates and schemes.
- Learns each dealer's purchase cycle by SKU group from invoice history
- Sends WhatsApp reorder suggestions with one-tap confirmation as a draft order
- Flags dealers who miss their usual ordering window, with last order, outstanding and open complaints
- Qualifies new dealer enquiries from website, marketplace and expo leads and routes them to the right ASM
- Tailors scheme messages to the SKUs and slabs relevant to each dealer
- Records lapse reasons captured by sales officers for monthly review
How it works
- 01Sync billing and lead dataDealer invoices, outstanding and lead feeds are synced daily from ERP, DMS and lead sources.
- 02Score reorder and lapse riskEach dealer's purchase cycle is compared with recent orders to find due reorders and lapsing dealers.
- 03Choose the actionDue reorders get a WhatsApp suggestion; lapsing or key dealers become sales officer tasks.
- 04Qualify new enquiriesA WhatsApp or web assistant asks qualifying questions and checks the territory against your dealer map.
- 05Sales follow-upASMs receive qualified leads and sales officers receive lapse tasks with context in the CRM.
- 06Confirm and learnConfirmed draft orders go to the order desk, and outcomes feed into the next cycle.
Architecture
- Data sync
- ERP and DMS invoice and outstanding feed
- Lead feeds from website, marketplaces and expo forms
- Dealer territory map
- Scoring
- Purchase cycle model by dealer and SKU group
- Lapse-risk rules and priority scoring
- Engagement
- WhatsApp Business API with approved templates
- Lead qualification assistant
- Frequency caps and opt-out handling
- Sales workflow
- CRM tasks for sales officers and ASMs
- Draft order handoff to the order desk
- Reporting
- Reorder confirmation and lapse dashboards
- Holdout comparison for impact measurement
Inputs and outputs
Inputs
- Dealer-wise invoice history by SKU from ERP or DMS
- Outstanding, credit and complaint status per dealer
- Lead feeds from the website, B2B marketplaces and trade fair forms
- Dealer territory map and ASM assignments
- Approved scheme circulars and WhatsApp templates
Outputs
- WhatsApp reorder suggestions and confirmed draft orders
- Lapse alerts and call tasks for sales officers
- Qualified dealer leads routed to ASMs with summaries
- Lapse reason log and monthly review dashboard
- Holdout comparison of reorder behaviour
Where people stay in control
The order desk checks every dealer-confirmed draft order before booking, and ASMs decide on new dealer onboarding, including credit and GST checks. Marketing approves templates, schemes and frequency rules before any message goes out.
Integrations
- SAP, Tally or DMS for invoices and outstanding
- WhatsApp Business API provider
- CRM such as Salesforce, Zoho or LeadSquared
- Lead sources such as website forms and IndiaMART lead exports
- Sales force automation app used by sales officers
Guardrails
- Messages only to dealers who have opted in, with frequency caps and quiet hours
- Prices and schemes taken only from approved masters
- No credit or delivery promises in automated messages
- Opt-outs honoured immediately across channels
- Holdout group kept to measure real impact
Compliance notes
- Dealer proprietors are individuals, so their contact data falls under the DPDP Act 2023; consent and withdrawal are tracked.
- WhatsApp messages follow the platform's opt-in and template rules, and SMS fallbacks use DLT-registered templates under TRAI rules.
A typical pilot
Duration: 6 weeks
Dealers in one region with at least six months of billing history, plus new dealer enquiries for that region, with a holdout group of similar dealers.
Deliverables
- 01Purchase cycle and lapse model for pilot dealers
- 02WhatsApp reorder and lead qualification flows
- 03CRM tasks for sales officers and ASMs
- 04Pilot report comparing messaged and holdout dealers
- 05Roll-out plan and running cost estimate
What we measure
- Reorder suggestion acceptance
- Share of suggestions confirmed by dealers as draft orders.
- Reorder behaviour against holdout
- Order frequency and value of messaged dealers compared with the holdout group over the pilot.
- Lead response time
- Time from enquiry capture to qualified handover and to first ASM contact.
- Opt-out and block rate
- Dealer opt-outs and WhatsApp blocks per message sent.
FAQs
01Will dealers find automated messages annoying?
They do when messages are generic and frequent. Here each message is triggered by that dealer's own cycle, uses only SKUs they buy, and is capped. We track opt-outs and blocks every week of the pilot.
02Do we need a DMS for this to work?
No. Dealer-wise invoice history from SAP or Tally is enough to start. A DMS adds secondary sales data, which improves the suggestions where you have it.
03Does the sales officer still own the relationship?
Yes. Key dealers can be excluded from automated messages, and sales officers see every suggestion and confirmation in their app. The system gives them a better call list rather than replacing visits.
04How do you prove it made a difference?
We keep a holdout group of similar dealers who receive no automated messages and compare their ordering with the messaged group. The pilot report shows both.
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Founded by Akhilesh Mittal. 8 years building a security platform for a New Zealand company. IIT ISM Dhanbad and IMT Ghaziabad. Builds production agentic AI.
Start with one line, one document or one region
Book a discovery call and we will pick a narrow pilot with your quality, finance or sales team, run it alongside your current process and report what we measured.