Case Study: American Specialties, Inc. achieves 100% user adoption and a real-time sales pipeline with SugarCRM

With a Deep Breath and Firm Conviction, ASI Disrupts Sales Methods in an Industry

American Specialties, a New York–based manufacturer and distributor of commercial partitions, washroom accessories and lockers, needed to implement its first company-wide CRM across complex sales channels. The challenge was driving adoption among 65 independent manufacturers’ reps who were accustomed to other CRMs or homegrown systems and wary of sharing historically private data and changing sales processes.

The company chose Sugar Enterprise and integrated it with lead databases, proximity mapping (BingMaps), and a document-merging system, while investing a year in training, peer power users and close sales management support. The rollout achieved 100% user adoption, delivered a real-time sales pipeline, shifted the organization to data-driven insights and reliable financial forecasting — and even prompted reps to consider replacing their other CRMs with Sugar.

American Specialties, Inc.

Avi Bar

National Sales Manager