Reps want to sell. But most days, they’re stuck doing everything else.
Not because they want to be, but because there’s too much to track and no system built for how they actually work.
Up to 72% of their week goes to admin: entering orders, pulling reports, chasing inventory. The rest? They’re flying blind. No clear priorities, no easy way to spot what each customer needs.
They’re sellers in title, order-takers in practice.
Proton fixes that. It’s the first CRM built for distributors that uses data to tell reps who to call, what to sell, and when to follow up.
How Proton CRM helps distributors grow
Built for distribution. Nothing else.
Generic CRMs treat your data as something to store. Proton treats it as something to act on. We build exclusively for distributors, so we already understand 50,000-SKU catalogs, ERP data, and how your reps actually sell. No customization projects. No consultants. Just a system that works the way you do
The value of Proton for our industry is that right out of the box, it speaks our language. It understands what challenges distribution companies have.
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Maximize rep efficiency
Most reps spend their day reacting: answering requests, checking inventory, chasing quotes. Proton's AI handles all this busywork so your reps can focus on what actually drives revenue.
Proton CRM automatically surfaces revenue levers like customer spending gaps, at-risk accounts, and stale quotes, so nothing falls through the cracks. And with Pronto, our AI assistant, reps can prep for every call in minutes: walking in with a clear plan, the right talking points, and a strategy to grow every account.
Proton has made our sales team much more proactive, rather than just reacting to incoming orders. This has helped us increase the order size per invoice.
Give managers real visibility
When a CRM is more work than it's worth, reps stop using it and managers are left coaching on gut feel instead of real data.
Proton fixes this at the source. ERP sync pulls order history, quotes, and customer activity automatically. AI voice capture lets reps log notes hands-free between stops. Reps use it because it helps them sell, and managers finally get the data to coach, forecast, and hold their team accountable.
If someone’s off sick or on holiday, anybody on the team is able to jump into their accounts and know exactly what’s happening, that makes onboarding new reps and coverage easier, and helps us maintain the same level of customer service, whether the rep is in-house or not.
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Cut new hire ramp time
Your best reps carry 20 years of knowledge in their heads: who buys what, who's at risk, what to pitch and when. New hires don't have that and it shows. They spend years ramping while customers get inconsistent service.
Pronto, our AI assistant, puts that institutional knowledge at every rep's fingertips. They can see product history, buying patterns, what to recommend next, instantly. So new hires walk into any account knowing exactly what to offer from day one.
Proton’s helped us open those lines of communication and bring a lot more accountability between the inside and outside sales teams. When a CRM works, everybody gets on board pretty quick.
Your AI teammate that lives inside Proton CRM
Here’s what I found:
- You last met with Sarah from Acme Supply two weeks ago to discuss their fall HVAC stocking order.
- You’ve got an open opportunity called “Seasonal Accessory Restock” in Qualifying, worth $32,000.
- There’s an outstanding quote (#Q-10984) for Trane XL filters and compressor coils totaling $20,450.
- They haven’t reordered air handlers in over 90 days — could be worth checking in.
- I also spotted a wallet share gap in thermostats — based on similar accounts, you could be capturing an additional $12,000 annually.
Here are similar in-stock alternatives:
- Zurn 1” Pressure Regulator (P/N ZPR-100) – $89.50 – 36 in stock
- Apollo Lead-Free Regulator (P/N AP-RG100LF) – $91.20 – 22 in stock
- Bell & Gossett Valve Regulator (P/N BG-VR112) – $95.75 – 17 in stock
Sure, here’s a draft:
“Hi Olivia — it was great catching up today! I’d love to schedule a lunch & learn for your team to walk through our FlexSeal™ and SureGrip™ gasket lines, including the new SKUs for high-temp environments. Would next Tuesday at 3PM work? Happy to bring lunch and printed materials. Let me know.”
Here’s the note I’ll log to Proton:
“Met with John Evans at Acme Tools. Discussed their upcoming warehouse buildout — potential need for air filters and flex hoses.”
Should I go ahead and save this?
Here’s an optimized route for your trip:
- ACME Supply – 123 Elm St – Meeting about plumbing fittings
- ABC Distributors – 821 Maple Ave – Recently downloaded our HVAC product catalog
- TNT Industrial – 450 Ridge Rd – Previously quoted on electrical conduit (Quote #E-5489)
- Lowe Electric – 19 Willow Ct – No recent activity, but they’re a top 20 target account
Total drive time is 1hr 12min.
What happens when your CRM actually works for you
Everything your sales team needs. Nothing they don’t.
Account & contact visibility
See every customer, contact, and interaction in one place. Know who your primary contacts are, spot gaps in coverage, and keep your whole team aligned.
Pronto AI Assistant
Let Pronto handle the busywork — summarize accounts, answer product questions, and surface insights by pulling intelligence from across the entire Proton platform. Your team's shared brain, no tool-switching required.
Lead management
Capture, assign, and track every lead from first touch to close. New business stays organized so nothing slips through the cracks.
Pipeline management
Pipeline gives your sales team a single place to track every opportunity — from open quotes to prospect conversions to strategic bids — so you can coach with data, prioritize the right deals, and grow revenue systematically
Mobile CRM
Take the full power of Proton wherever you go. From reviewing customer insights to logging activities right after a meeting in the field, everything you need to stay on top of your work is always in your pocket.
Quote management
Create and track quotes without leaving the CRM. Generate accurate, professional quotes in minutes and keep pricing aligned across your team so your buyers always have what they need to say yes.
Task management
Keep your team aligned and deals moving forward with smart task tracking that ensures every next step gets completed on time.
Reporting & forecasting
Pre-built reports for distribution, plus a built-in BI tool for custom dashboards. Track deal performance, rep activity, and CRM adoption all in one place.
CRM customization
Configure views, fields, and workflows to match how your team actually sells. Proton gives you the canvas — you decide how to set it up.
Use it anywhere, really
Available on desktop and mobile, Proton keeps reps productive whether they’re at their desk or in the field.
Yes, we work with your systems
ERP integration — because it’s non-negotiable
If your CRM doesn’t integrate with your ERP, it’s dead on arrival. Proton pulls in real-time pricing, inventory, customer data and maps it to workflows reps already follow.
Connect everything else
Email, calendar, document storage, marketing platforms. If it helps reps sell, we can connect it.
Enterprise-grade security and privacy
Proton protects your data with the highest standards. We're one of the only distributor software platforms with SOC 2 Type II compliance. That's why we're trusted by IT teams and ready for even the most rigorous security reviews.
Evaluating CRMs? Don’t wing it.
Grab our free CRM RFP Guide. Built specifically for distribution leaders evaluating sales tech, it includes must-ask questions, side-by-side comparison frameworks, and pitfalls to avoid.
Frequently asked questions
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