A lot of knowledge in every customer conversation

"We do everything around pollination, crop improvement, and pest control, but biologically," says Guy Moens, Business Application Manager at BioFirst. "Our people work in a very specific market. It is about far more than selling products. You have to really understand what growers are dealing with and how you can help them at the right moment."

That makes the sales process knowledge-intensive. A conversation with a grower can cover the planning of a crop, the first signs of a pest, earlier commitments, deliveries, or new commercial opportunities. That information is valuable for the sales rep themselves, but also for colleagues who work with the same customer later on.

Less time spent on admin

BioFirst therefore wanted to support sales reps better in their day-to-day work. The goal was clear: capture customer information better, without increasing the administrative burden. "Our sales people should be spending their time with customers," Moens explains. "If technology helps them record and retrieve information faster, that delivers value immediately."

That is where Donna came into the picture. Donna develops AI solutions for field sales professionals. The technology helps with preparing conversations, capturing information, and following up on actions. For BioBest, the practical approach and the implementation were what mattered most. The solution had to fit the way sales already works.

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From voice into SAP Sales Cloud

Donna makes it possible to capture customer information through a voice-to-voice conversation, a voice note, or chat. Sales reps can have themselves briefed ahead of a customer visit. Afterwards, they can talk through the outcome with the solution. Donna turns that input into summaries, action points, and customer insights.

That information is then linked directly to SAP Sales Cloud. As a result, the CRM system is better filled with up-to-date information from customer conversations. Actions are recorded more clearly, commitments are followed up better, and colleagues can more easily see what is going on at a customer.

For Nicolas Christiaen, CEO and co-founder of Donna, that is exactly where the strength of AI in sales lies. "AI should help sales reps at the moments when they need that help: before, during, and after a customer conversation. The technology has to feel natural and fit into their working day."

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"AI should help sales reps at the moments when they need that help: before, during, and after a customer conversation. The technology has to feel natural and fit into their working day."

Better customer follow-up

For BioBest that is important, because timing carries a lot of weight in this sector. Growers work with living products, seasons, and changing conditions in the greenhouse. An action point or a signal from a conversation can turn out to be important later for advice, delivery, or commercial follow-up. "The human relationship remains central," Moens stresses. "But if our people are better prepared and can follow up on commitments better, that relationship gets stronger."

Donna helps sales reps get an overview more quickly. They can more easily go back to earlier conversations and decide faster what the next step should be. That makes follow-up consistent. Customer knowledge is also shared better across the organisation.

Technology that fits everyday practice

Ease of use was an important starting point for BioFirst. BioBest operates internationally, across different markets, customers, and sales channels. A sales support solution then has to be simple to use. "For us it is about solutions that concretely help our people," Moens says. "Donna fits that, because it starts from the reality of sales."

Adoption is a key point for Donna as well. "The best AI solution is the one people actually use," says Christiaen. "That is why technology has to translate customer conversations into good follow-up faster."

"The best AI solution is the one people actually use,"

A foundation for further growth

With Donna and SAP Sales Cloud, BioBest is putting a stronger foundation under its commercial follow-up. The organisation gains more grip on customer conversations, actions, and customer information. Sales reps have to record less information manually and can focus more on customer contact.

For BioBest, that step fits the way the company has been innovating for years. First in biological pollination and crop protection, now also in supporting sales. "Our strength lies in knowledge and being close to the customer," Moens concludes. "If we can organise that knowledge better and support our people better, the whole organisation moves forward."

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