David Begg, NSW State Manager at Casella Family Brands, shares his insights into why they chose RhinoCRM by ForteIS and how it has helped to streamline their sales operations.
Can you tell me how you came to start using Rhino?
We put a team together internally, which I oversaw, and we looked at different CRM systems. Rhino ended up becoming the winner, mainly because they were very easy to deal with. Their system had been used at other liquor companies in the past, and I actually did some pre-training with my reps prior to signing the contract, and they all raved about it. So, it was really just the total package and exactly what we needed.
What did the implementation process look like?
It ran very smoothly. Our IT Manager worked with their team to make sure the back end was working well. We already had a relationship with OnTap Data, so integrating our data with Rhino was quite a simple transition. I also had one of my more experienced reps involved as part of the process, so she was the go-to for the rest of the team.
Did you have any hesitations going into it?
No, we did a lot of due diligence. We spoke to other Rhino customers in the liquor industry, followed up on their references, and spoke with a few reps who were using the system. We also played with a trial version before we took it on board.
What are the features that you use most in the business?
The main features are basically the call cycle and call planning, customer records, call processes, weekly reports, and daily reports.
Rhino suits our needs as a multi-beverage business. We’re not just a wine company anymore—we have wine, beer, and RTDs, and Rhino supports all of that seamlessly.
It allows us to manage different categories and classifications easily. We have nearly a couple of hundred SKUs, and we’ve had no issues. The system has handled our growth, from a single wine brand to multiple brands across wine, beer, and RTDs.
Have you made any customisations along the way?
Not really. Basically, everything they supply is what we need. We use it now for all of our documents as well. If there’s a direct sales sheet or an image, we upload it into Rhino, and then our Marketing team, who also have access to the CRM maintain it as necessary. So if there’s a new vintage tasting note, for example, they update it in Rhino for the reps to use. It’s really a one-stop shop.
What benefits, improvements or return on investment have you seen since introducing Rhino?
The first one was cost savings; Rhino has been great value for money. Also, it allows me as a manager to see weekly and daily reports in one place, which is a big benefit. I get a summary report every Monday morning via email, and if I need to look deeper, I can go into Rhino.
In terms of the way the team uses it, is it a streamlined process? Can it support different needs of different salespeople?
It can. We’re basically running with the full package they supplied, so it is quite streamlined. Reps log in, some preload their calls, others do it as needed. Presentations and documents are readily accessible. Most of my reps are experienced, so they prepare their calls in advance by downloading what they need. It is pretty intuitive to use.
Do you work closely with the ForteIS team?
They were a big part of the process of committing to Rhino for our company. Now, we touch base as needed. But if I have an issue, they always get back to me within 24 hours.
They’re always open about catching up, even just for a chat. We’ve had the system for a couple of years now and had no issues.
Have any of your team worked with Rhino elsewhere?
Yes, a couple of them. I put on two new reps in the last three years, and both had used Rhino at their previous company—one at a wine company, the other at a spirit’s company. It took them just a couple of days to adjust.
What would you say to someone else considering Rhino for their business in the liquor industry?
Go for it. I can’t speak highly enough about them.
ForteIS is a Gold Partner of the Drinks Association.
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