StockRM blog
Five Things Your Reps Should Know Before Every Wholesale Sales Call
November 8, 2026 · 6 minutes
Before a good wholesale rep picks up the phone, they want answers to a short list of questions. Can we supply what they’re likely to ask for? What do they pay? What did they buy last time? Do they owe us money? Are they buying from us as much as they used to?
Every one of those answers lives in Cin7 Core. The call itself happens from HubSpot. So reps either flip between the two systems, or they skip the checks and hope.
We’ve written before about why sales teams end up quoting blind. This post is about the rest of the picture: the five things a rep should know before every call, and how the StockRM HubSpot panel shows them on the HubSpot record they already have open.
1. Whether You Can Actually Supply It
The first question on most wholesale calls is some version of “have you got it?”
The panel searches your Cin7 Core catalogue as the rep types, by product name or SKU, and it tolerates typos and partial words. Pick a product and it shows the stock on hand, summed across your locations, fetched from Cin7 at that moment. It isn’t a copy from this morning’s export.
That matters most for the products that move. A rep who can see there are 18 units left of a line, not “plenty”, sets the right expectation before the customer asks for 50.
2. What This Customer Actually Pays
Wholesale pricing is rarely one number. Customers sit on price tiers, and the tier is the price they expect to hear.
The panel reads the customer’s price tier from Cin7 Core and shows the price for that tier next to each product, in your Cin7 currency. Nobody has to keep a HubSpot product library in step with Cin7’s price list, because the price comes from Cin7 every time.
3. What They’ve Bought, and When
Before asking a customer what they need, it helps to know what they normally buy.
The panel’s customer summary shows their recent orders, with the invoiced amount, or a clear “not invoiced” where an order hasn’t been billed yet. It also shows how many days since their last order, next to how often they usually order.
That second pair is the one reps find most useful. “It’s been 49 days, and they usually order every 21” is a very different conversation from “it’s been 49 days”.
4. Whether They Owe You Money
Nothing derails a friendly call faster than finance stepping in afterwards about an overdue account.
The panel shows the customer’s outstanding and overdue amounts from Cin7. Reps can see before they dial whether this is a call to grow the account, or a call where the account needs sorting out first. Either way, they’re not caught out.
5. Whether They’re Buying Less
Customers rarely announce that they’ve started buying elsewhere. The first sign is usually in the numbers.
The panel compares the customer’s spend over the last 90 days with the 90 days before. A drop is a prompt to ask a better question, such as whether a product isn’t working for them, or a competitor has been in touch, while the relationship is still there to save.
It Finds the Right Customer on Its Own
None of this is useful if the panel shows the wrong account. HubSpot company names and Cin7 customer names rarely match exactly: “Harbour Street Grocer Pty Ltd” in one system and “Harbour Street Grocer” in the other.
The panel matches the HubSpot record to the Cin7 customer automatically, allowing for small spelling differences, punctuation and legal suffixes like “Pty Ltd”. On a company record it uses the company name. On a contact or deal, it finds the associated company and matches that.
When a match is wrong, or ambiguous, the rep clicks Change match and picks the right Cin7 customer. That choice is remembered for that HubSpot company, so it’s fixed once for the whole team.
And When the Customer Says Yes
Once the conversation turns into an order, the panel handles that too. Reps build a quote from Cin7 products with the customer’s pricing applied, push it to HubSpot as a quote, and create the matching sales order in Cin7 when the customer approves. We covered that workflow in detail in the quote blind article.
How It Handles Your Data
- Stock and pricing are fetched live from Cin7 when the panel opens, and never stored.
- Product and customer names are synced to your private StockRM account so search and matching are instant.
- Your Cin7 and HubSpot keys never reach the browser. They’re stored encrypted and only used on our servers.
- One subscription covers the whole team, with unlimited users.
Frequently Asked Questions
Which HubSpot records does the panel appear on? Companies, contacts and deals.
Does it replace the Cin7–HubSpot integration? No. The native integration keeps contacts in sync. The panel adds the stock, pricing, history and ordering layer it doesn’t cover.
Which HubSpot plan do we need? Stock, pricing and history come from Cin7, so they work on any HubSpot plan. Pushing quotes to HubSpot needs a plan that includes the Quotes feature.
What does it cost? $99 USD a month for your whole team. It’s currently open by waitlist.
The Bottom Line
The best wholesale reps already ask these five questions before a call. The difference the panel makes is that the answers are already on the screen, on the record they had open anyway, so every rep can make that kind of call.