CRM for Manufacturing

How Cosmichrome manages distributors in 6 markets with Kommo







Features used

KommoFORMS, Facebook Messenger, Instagram, Tags

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Interview with Chris Donnell, multimedia coordinator at Cosmichrome

// TL;DR

Cosmichrome — a company that produces and supplies unique spray, successfully manages its distributors around the world with a CRM for manufacturing.


If you want it to shine bright like a diamond, Cosmichrome can make it happen. Founded in 2001, the Canadian company patented a unique spray that can cover almost anything in a chrome-like finish that never turns yellow.

And it turns out, there’s a huge market for making things shiny. Over the last 19 years, Cosmichrome has produced and supplied chrome spray products and machinery to distributors all around the world. Their spray has been spotted on runways, racetracks and everywhere in between.

In Search of a CRM for Project Management

As Cosmichrome continues to grow, the company is now focused on keeping control of the many moving parts. Although Kommo is not always thought of as a CRM for manufacturing, it has more than gotten the job done.

“We implemented Kommo because we needed some sort of structure to make things more efficient and have all our data synchronized within the team and also the distributors,” explains Chris Donnell, who has been using Kommo for over a year now.

Chris is the multimedia coordinator at Cosmichrome. He takes care of advertising, social media, website, graphic design and customer service.

“We implemented Kommo because we needed some sort of structure to make things more efficient and have all our data synchronized within the team and also the distributors.”

The challenge

Cosmichrome was growing rapidly, but had trouble keeping track of leads.

One of the main culprits? Conversations with leads were mixed in with all other communications. And since the leads were pouring in from several channels — email, WhatsApp, Instagram and phone — the team was also juggling multiple, shared inboxes.

This was complicated by the fact that they divvy up their leads between their sales team and their distributors. “We didn't know who did what, when,” recalls Chris, “Who is aware of the email and who is not? And is it being taken care of?”

Because of this, the CosmicChrome team was in constant confusion about whether anyone had followed-up or not, and if they had, how to get that lead to the next step without forgetting about it. As a result, Chris says, “we would lose a lot of leads because we didn't know how to handle them or when they were handled. And if they were handled.”

“We didn't know who did what, when.”

And losing a lead was a big deal for Cosmichrome.

“[The sales cycle] is very niche and it's very expensive,” Chris explains, “it ranges from like a week to six months to a year.”

Cosmichrome obviously had the goods, they had the market, but they were struggling.

Finding a CRM for manufacturing

After getting Kommo, the whole work process became much clearer. “Before we found a CRM for manufacturing, it was our secretary who would take care of all the inquiries in our shared mailbox and she already had a lot to handle,” Chris explains.


1The Cosmichrome team

“Now it's mostly me who handles the initial messaging to people and assigning leads to which distributor,” he says, “So now it frees up her time to make quotations and get orders actually made and sent. Kommo has really helped a lot in our whole way of working together.”

He also emphasizes that getting normal business processes under control has increased the speed and amount of sales they and their distributors are able to close — a crucial boost to their bottom line.

“The rate at which we would reply to people now is much much faster,” he says, “all of our distributors really love it.”

How Cosmichrome expanded with Kommo

Step 1: A clearly defined lead acquisition strategy

Cosmichrome uses two main platforms for paid lead acquisition: advertising through Facebook and Google.

Google Ads

When a lead clicks the Google ad, they land on Cosmichrome’s homepage. There, the lead fills out an KommoFORM and is instantly added to the pipeline with a tag marking the lead’s source.


1Google ad

Facebook Ads

When the lead clicks an ad on Facebook or Instagram, they are sent to a specific Cosmichrome landing page. There, they also submit a form, and land in the Kommo pipeline.

Step 2. Structuring the sales process

Chris explains that because the product is very niche and expensive, the sales cycle can last up to a year.


1Cosmichrome's pipeline in Kommo

Chris uses the CRM for manufacturing by defining the pipeline stages as follows:

  1. Incoming lead
  2. New lead
  3. Send brochure & Price list
  4. Waiting for reply
  5. Quotation request
  6. Quotation sent
  7. Quotation follow up
  8. Standby lead
  9. Bounced email address


The team also connected Instagram Direct and Facebook Messenger as a way to capture inbound leads.


1Incoming leads Kommo

Step 3: Getting distributors on board

To fully utilize the CRM for manufacturing, Cosmichrome added their distributors as users in Kommo. Now, once a lead comes to Kommo, Chris assigns the lead to the distributor based on the language and country, making it easy for them to increase their own response speed.

Step 4. Preparing materials in different languages

Since Cosmichrome sells globally, they created materials such as email templates, chat templates and KommoFORMS in various languages.


1Here’s an example of an email template in French


1Here’s an example of the same email template in English

They also use KommoFORMS in different languages.



Step 5. Automating Digital Pipeline

Cosmichrome runs a personalized lead nurture campaign based on the language and country of the lead.

It starts by tagging leads by country and distributor. For example, Canada Lead FR.


1Tags in a CRM for manufacturing

This allows the team to launch automated emails that are specific to that tag.

In addition, distributors gain a fast way to pinpoint where their leads are in the pipeline. “We use tags to indicate which distributor it is for, what the inquiry is about, as well as what language they speak,” Chris explains.

The Result

According to Chris, after implementing Kommo for manufacturing, the rate of response has gone up significantly, loss of leads has gone down and productivity has significantly increased.

“Loss of leads has gone way down because everything is clearly seen in Kommo and almost nothing is lost” he says, “Kommo has given a good 60% percent boost in all avenues: getting leads, keeping leads, getting back to leads and saving time. It’s huge.”

“Kommo has given a good 60% percent boost in all avenues: getting leads, keeping leads, getting back to leads and saving time. It’s huge.”

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