August 6, 2023
Chattanooga Shooting Supplies started 40 years ago when two hobbyists decided to turn their passion into a business. Today, it's one of the fastest-growing distributors in the US firearms industry. The company's B2B2B business model relies heavily on a sales force which makes up 30% of their total employees.
Despite this growth, in 2022, the company’s Director of Sales, Adam Crews, was thinking about three roadblocks that threatened to stunt further expansion:
Realizing the need for a solution that could help retain institutional knowledge and foster better customer relationships, Chattanooga turned to Proton, an AI-powered CRM solution. The company wanted to arm all sales reps, not just the top ones, with a tool that would make them consultative and build stronger relationships with clients with the limited time they had.
The decision to choose Proton was based on several standout features:
Since implementing Proton, the transformation within Chattanooga has been impressive. Adam highlighted the change in sales productivity, stating, "Proton’s added one day's worth of sales per month. Sales reps are getting a full day of extra sales revenue attributed to Proton."
Proton has evened the odds for Chattanooga's sales reps, providing critical insights for meaningful customer conversations, even within a transactional environment. "The Proton Score (a score that ranks customers by priority) means our sales reps don't need to dig through account history or juggle gap reports anymore. They simply hop onto Proton, see which customers are at-risk, and start reaching out. It's like Proton's answering the 'who do I call first?' question for you. Being good at sales is all about balancing selling with analyzing. When you use Proton, you basically become a sales analyst without even trying, because all the info you need is served to you."
Beyond boosting productivity, Proton has also significantly streamlined the rep onboarding process. "Our top Proton user is one of our newest employees. When she first joined, she struggled with not having established relationships. But Proton's predictive analytics helped her understand what our customers should be buying, which made her much more effective."
In fact, the first recruit to use Proton outperformed all other newcomers who were not onboarded with the tool, an achievement that truly attests to Proton's power as a CRM solution.
Additionally, Proton has also simplified the work of managers. Instead of juggling multiple screens and data points, managers can now get an accurate and detailed account health overview from Proton. This capability allows them to identify and swiftly address at-risk customers, paving the way for proactive management that was once a challenging feat to achieve.
Adam Crews sees Chattanooga’s adoption of AI technology as its competitive advantage. "I saw a quote the other day: ‘You're not going to lose your job to AI. You're going to lose your job to someone that's using it.’ That’s where we’re at. We want to be out ahead of our competition by doing things differently. And we know that we’re leading this charge within our industry."
Moving forward, Chattanooga plans to use Proton as a tool not just for intelligent sales and better customer relationship management, but to strengthen ties with vendors. Through Proton’s vendor reports, Chattanooga can clearly illustrate the value they provide to their vendors. By showcasing concrete data on pitch frequency and success rates, they affirm their role as a strategic ally to their vendors.
As the company grows, they are committed to onboarding new sales reps with Proton from day one, facilitating faster value realization.
Chattanooga's dedication to simplifying the work of its reps and its customer-first, consultative approach sets the stage for the company's long-term success.