Microsoft Dynamics ERP in Food and Beverage Manufacturing Telesales and Direct Sales Guide This telesales and direct sales guide provides an overview of the information you will need to drive demand for Microsoft Dynamics ERP solutions with customers in food and beverage manufacturing. ®

BACKGROUND INFORMATION VERTICAL OVERVIEW The food and beverage (F&B) manufacturing vertical is a large worldwide market that includes the development, production, and distribution of nondurable consumable goods. The industry is struggling with low profit margins, increased regulatory pressures, and strengthening customer power. Regardless of where they are located or which markets they serve, nearly all food and beverage manufacturers experience similar issues. The need for operational productivity despite high workforce turnover is a constant in the industry, to ensure margins even when retail customers prefer to sell their own private label brands and consumers shop on price. Another constant is that F&B companies do not have direct access to demand data, but rely on retail and foodservice customers. Beyond those core needs, current challenges include: 1.

2.

Economic cycles and private label—The 2008–2009 recession occurred with such speed that few companies could match the changing demand for lower-cost meals and groceries. Many consumers switched to lowercost private label or store brands, giving retailers more influence. Consumer concerns and food safety—Consumers will pay a premium for foods and beverages offering safety assurances, health and energy

benefits, or eco-friendly practices. Food safety threats—from tainted ingredients, animal and plant diseases, infectious organisms, or undeclared allergens—are frequent, despite efforts to contain the problem. The inability to trace product quickly and recall only those with the hazard is costly. 3.

Market and product line expansion—Opportunities abound for companies developing solutions specifically for seniors, children, pets, preventive health, beauty or all-natural markets, and growing economies such as India and China. Varying labeling requirements and multi channel retail strategies lead to stock keeping unit (SKU) proliferation. More SKUs makes productivity challenging in every corner of the company—from production to packaging to logistics and marketing. Fortunately, programs to eliminate waste and increase training in the face of workforce turnover have delivered improved performance.

4.

Partner collaboration—As companies expand into new regions and markets, explore ways to use new ingredients, replace additives, and develop custom applications, they are partnering with other companies with greater expertise in these areas. This is all in addition to supply chain

Microsoft Dynamics ERP in Food and Beverage Manufacturing collaboration to reduce costs and satisfy consumers with demand sensing, supplier replenishment, pallet and item tracking, and packaging changes. At the same time, this complex value network makes traceability for food safety more challenging. 5.

6.

Regulations and sustainability—Government regulations affect processes for facilities, packaging, food safety, taxes, environmental protection, food ingredient and nutrition labeling, and worker health and safety. Additional programs focus on conserving energy and water, sourcing from those with sustainable, ecological, and humane practices, and limiting additives, pesticides, and hormones. To meet these regulations, companies must change processes and have data easily accessible. Additional regulations such as Hazard Analysis and Critical Control Points (HACCP), shifting good manufacturing practices (GMP), and increasing waste disposal costs continue to challenge F&B firms. Workforce turnover—The companies most positive about the impact of sustainability on their bottom line appear also to be the most concerned about their human capital. Recruitment and retention is a top challenge to growth.

Technology plays an important role in enabling F&B manufacturers to respond to today’s market pressures. The investment in usable enterprise resource planning (ERP) tools that enhance the performance and productivity of F&B efforts can create competitive differentiation, which helps F&B manufacturers achieve superior revenue, share, and profit growth. Prospects may or may not know the value that an ERP solution can provide their organization. Their mind-set could be any of the following: Are using manufacturing-specific systems and fear losing any critical functionality in order to add ERP functionality. Have implemented an ERP solution such as SAP or Oracle and are dissatisfied with it due to the high cost of maintenance and the lack of flexibility. Are attempting to integrate multiple systems across their enterprise due to mergers and acquisitions.

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PERCEPTIONS While an increasing number of F&B manufacturers are aware that Microsoft has an ERP solution, some might not believe that the Microsoft solution can scale to meet their transaction volume needs. Organizations may also think that because Microsoft does not offer a vertical version of ERP specifically for F&B manufacturing, that Microsoft Dynamics ERP isn’t right for them. Organizations may think that it is better to choose a more established vendor/product, such as SAP or Oracle, than a relatively new player in the market.

TARGET AUDIENCE Potential prospects are companies that: See ERP as a way to help manage complex inventory and distribution processes, institute new sustainability practices and respond more quickly to changing market conditions. See the need for collaboration between all parts of the design and supply chain as key to their ability to innovate rapidly, and to introduce new products into the market more quickly. Need better visibility into their customer data to be able to sense trends, take the lead in sustainability practices, and respond with targeted pricing and product mixes.

TARGET CONTACT Inside the prospect’s business, talk directly to the technology-influencing business decision maker (TI-BDM). While this could be virtually any senior individual in the company, the following are the most likely roles to be interested in ERP solutions: Heads of Operations, R&D, Production, Purchasing, Sales, Finance CEO/CIO/CTO/COO/CFO

Microsoft Dynamics ERP in Food and Beverage Manufacturing ROLE-SPECIFIC CHALLENGES AND QUESTIONS TO ASK ROLE

CHALLENGES

PROBING QUESTIONS

BDM—CEOs, VPs of Operations, R&D, Production, Purchasing, Sales

Improving innovation success by developing successful new products, packaging, and/or services and changing internal processes to make the business more effective and deliver cost savings.

• Are you using an ERP or manufacturing system? Which

Gaining access to accurate market and sales data to analyze rapidly changing customer habits and preferences. Staying informed about trends and meeting increasingly shortened product life cycles, due to rapidly changing consumer and retailer demand. Identifying and developing products to target increasingly smaller customer segments. Producing many more variants for the customer, driving a need for marketing and operations to manage more complicated product lines. Increasing focus on health, functional, and lifestyle products, responding to more consumer concern for the environment. Considering joint ventures and products to drive innovation. Developing products in parallel with vendor input and customer demand. Updating processes to maximize use of recyclable and reusable intermediate and final packaging. Looking for and instituting innovative ways to reduce raw material and packaging costs. Improving profitability of new offerings. Collaborating with R&D to ensure that product labeling meets a multitude of localized regulations.

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one? How long have you been using it? Are you willing to evaluate new technology at this time?

• How has the recent economic downturn affected your

business? Has customer demand changed for you? Has your product mix changed in the last 12 months?

• How much R&D and production do you control in-house, and how much do you subcontract? Can you easily keep track of design decisions and development progress?

• How do you track costs for new product development. Do you feel you have a good handle on profitability and the relationship between real costs and pricing for new products?

• Are customer expectations changing (for example, organic,

healthy, environmentally sustainable ingredients and production methods)? How are you tracking the impact on costs and revenue resulting from the product changes you make?

• Are you making changes to internal processes as well as

product innovations? For example, leaner manufacturing, less waste, lower energy/resource needs, increasing inventory turns?

Microsoft Dynamics ERP in Food and Beverage Manufacturing ROLE

CHALLENGES

PROBING QUESTIONS

CEO, COO, CIO, CTO, CFO, Champions of Lean

Driving sustainability leadership, striving for environmental, ecological, and humane sustainability practices, and reducing costs, mitigating risk, and securing your competitive advantage.

• Are you adopting lean manufacturing initiatives? Are your

• Adopting new lean business processes and achieving greater visibility across the supply chain.

• Analyzing past and current operating data to identify

opportunities to reduce costs in areas like material, packaging, transport, energy, and utility consumption.

• Sharing key indicators and benchmark data so staff can

monitor and manage sustainability initiatives in their part of the business.

systems able to facilitate the adoption of these practices?

• Are you working on driving costs out of your manufacturing and production processes? Are you able to track the cost benefit of making these changes (e.g., in terms of raw materials, energy usage, costs of shipping, packaging, storage, production line, etc.)?

• Are production managers and other leads able to track and benchmark the costs associated with their area of the business? What would the impact be if leads could monitor and track this data?

• Using sustainable products in terms of energy and materials

• Are you making changes to your production process to

• Reducing the cost and burden of compliance reporting and the

• How important is compliance reporting to your business?

usage and end-of-life considerations.

risk of noncompliance by making it easy to capture and report compliance information automatically.

• Monitoring real-time inventory levels so manufacturers and their channels can continually reduce the risk of obsolete stock.

• Coordinating closely with suppliers to minimize out-of-date inventory.

• Integrating information across the company and broader supply chain to make real-time, fact-based decisions.

• Implementing systems that support new lean business processes and transparency in the supply chain.

• Finding ways to integrate supplier-to-vendor information with less technologically sophisticated suppliers.

• Choosing a strategic IT platform that supports current business needs and allows for flexibility of changing business processes at low total cost of ownership.

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reduce packaging and other waste-stream elements?

How much time do you spend managing compliance reporting, and what are the related costs? Are there gaps in your compliance reporting that you would like to eliminate?

• What are your costs associated with spoilage and expired

stock? Can you track stock waste by product line? What impact would reducing stock waste have on your bottom line?

• How many systems are you using to track manufacturing,

production, distribution, and sales? Are these systems integrated? Do you often find that you get different answers to basic cost and profitability questions depending on which system the data is drawn from?

• How much time is spent collecting and massaging data to

support basic decision-making processes such as pricing and delivery commitments?

Microsoft Dynamics ERP in Food and Beverage Manufacturing ROLE

CHALLENGES

PROBING QUESTIONS

Chief Operating Officer, CEO, Heads of Sales, Marketing, and Service

Improving market responsiveness by sensing and responding more quickly to the changing needs of customers and altered market circumstances, and implementing technology to facilitate improved collaboration and execution with partners. • Adopting new business processes such as RFID and higherfrequency deliveries to track stock movements, speed product deliveries, and keep stock-outs to a minimum.

• How do you track inventory movements at the retail level?

• Providing distributors, retailers, and customers with real-time information on inventory, availability, and manufacturing status.

• Meeting increasingly strict delivery requirements coupled with short lead times and minimizing charge-backs for missed deliveries and other non-compliance issues.

• Accessing real-time information from manufacturing and suppliers to accurately track product costs and delivery.

• Supporting multiple sales channels (such as manufacturing reps, distributors, retail, institutional, and direct store) in multiple geographies.

• Constantly track forecasts and respond to overstock of lowerdemand inventories and stock-outs of higher-demand products throughout the supply chain.

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Can you easily see when products are selling ahead or behind projections?

• What is your system for accelerating or slowing down production based on current sales and forecasts?

• What is your process for sharing production and delivery

schedules with distributors and retailers? Would you be able to sell more product if you could more accurately communicate product availability timelines?

• What costs would you incur if you missed or shorted a

delivery with a major customer? How quickly can you sense and respond to production or distribution pipeline issues?

• Are you selling through multiple channels? Do you sell

different product lines or different mixes of product lines through each channel? Can you forecast demand and profitability by channel?

• How do you handle forecasting? What is your typical

forecast lead time? How would faster or more accurate forecasting affect profitability?

Microsoft Dynamics ERP in Food and Beverage Manufacturing MICROSOFT DYNAMICS ERP VALUE PROPOSITION KEY MESSAGE If you have only 60 seconds to deliver your sales pitch, this is it: Microsoft Dynamics ERP is designed for organizations like yours to enable you to: Develop innovative, profitable products, packaging, and services, and change internal processes to make the business more effective and deliver cost savings. Improve sustainable business practices to reduce waste, conserve resources, and drive profitability. Sense and respond more quickly to the changing needs of customers and markets, and adjust deliveries and pricing more precisely to curb losses and capitalize on opportunities.

SENSE OF URGENCY Many prospects may prefer to ―stay the course‖ with their current systems rather than invest in technology upgrades during challenging economic times. The sense of urgency is around this point: Your current business information management software may be limiting your ability to track and rapidly react to changing market conditions, and to create and deliver the innovative products your customers want. Integrated systems and increased visibility across the value chain are especially crucial to driving profitability and avoiding costly mistakes. Now is the right time to invest in an ERP solution to help you sense and respond to changing markets, collaborate to create and deliver innovative products, and develop sustainable business practices to reduce waste, run more efficiently, and drive profitability.

TARGET NEEDS, PAIN POINTS, AND MICROSOFT DYNAMICS ERP BENEFITS Good candidates for an upgrade to a Microsoft Dynamics ERP solution may bring up any of the following needs or pain points. Microsoft Dynamics ERP addresses those issues with these related benefits. Needs Improving innovation success— F&B manufacturers must identify opportunities for new products at an early stage, collaborate internally and with partners, and create and deliver innovative products and delivery methods in a timely fashion to capture market share profitably. Driving sustainability leadership— F&B manufacturers need to identify opportunities for cost reductions and improved sustainability, and strive for environmental, ecological, and humane sustainability practices that are used as the basis for reducing costs, mitigating risk, and securing competitive advantage. Improving market responsiveness— F&B manufacturers need to sense and respond more quickly to the changing needs of customers and altered market circumstance, and implement technology to facilitate improved collaboration and execution with partners. Pain Points in the Vertical F&B manufacturers find it especially difficult to track end-consumer activity, making it difficult to forecast demand with any precision and resulting in over-stocked or under-stocked shelves. When customer preferences change, F&B manufacturers must be able to respond quickly with new products and pitches. Razor-thin margins demand F&B manufacturers practice sustainable, highly efficient business processes to cut waste, reduce packaging and shipping costs, minimize spoilage, and avoid saps on profitability. A lack of integration between marketing and R&D creates inefficiencies in developing and market-testing new products to help ensure the right products are getting to market at the right time.

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Microsoft Dynamics ERP in Food and Beverage Manufacturing Benefits of Microsoft Dynamics ERP Solutions Improving innovation success—Reduce the time required to develop innovative products by improving collaboration with partners and by integrating product development with manufacturing, accounting, marketing, purchasing, and suppliers. Boost business intelligence and performance by measuring and delivering industry-specific and customer-specific KPIs to everyone across the organization with easy-to-use and familiar software. Driving sustainability leadership—Eliminate waste and cost inefficiencies and identify opportunities for improved sustainability by capturing, reporting, and analyzing operational data to determine which sustainability programs will yield the greatest cost savings, increase customer purchases, and generate positive public relations opportunities. Environmental, ecological, and humane sustainability practices can become the basis for reducing costs, mitigating risk, and securing competitive advantage. Improving market responsiveness—Provide manufacturing with real-time data, helping them react quickly to changing consumer tastes and desires in real-time, actionable workflow notifications. Help connect retailers’ demand requirements directly to manufacturing, supplier, and distribution operations. Provide accurate reporting and analysis of changing demand and improved visibility across the entire supply chain.

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EVIDENCE Südzucker Polska brought together data from more than 18 separate manufacturing plants with Microsoft Dynamics AX , making up-to-date information easily accessible from one central location— streamlining processes for more sustainable practices and driving collaboration for better innovation. More… G&J Pepsi-Cola Bottlers enhanced business insight and is projecting an annual savings of more than U.S.$560,000 in increased productivity gains by implementing Microsoft Dynamics GP. More… New Belgium Brewing deployed a Microsoft Web-based business intelligence solution with Microsoft Dynamics GP and other widely used Microsoft solutions, allowing employees access to real-time customer data so they can respond to market changes faster, formulate more effective sales strategies, and capture quickly changing opportunities. More…

Microsoft Dynamics ERP in Food and Beverage Manufacturing ROLE-SPECIFIC CHALLENGES AND QUESTIONS TO ASK OPEN THE CALL Hello, this is [name] from Microsoft/[Partner Name]. I’m calling today to talk to you about the flexible, easy-to-use business-management solutions we offer. These affordable solutions are designed to help manufacturing businesses like yours drive performance and help increase profitability. What is your role in your organization? (See list of target contacts on page 2.) Are you responsible for decisions related to business management (ERP) solutions?

If NO, identify the right contact. (See page 2)

If YES, ask PROBING QUESTIONS to determine your prospect’s interest.

Who is responsible for decisions related to business management/ERP systems in your company?

I am calling to discuss ways that we might be able to help you with solutions related to ERP.

PROBING QUESTIONS (if you are successful connecting to one of the decision-makers) Identify your contact’s current Pains, Plans, Processes, People, and Price (that is, budget and resource) situations. Pains: Based on the role of your contact, ask some of the role-specific questions provided on pages 3–5 of this guide.

PLAN

PROCESS

• •

Are you using an ERP solution? If yes, which one?

•

PEOPLE

•

Are you evaluating an ERP solution? If yes, what solutions are you actively evaluating to help you meet your objectives relative to these priorities?

•

Do you have employees with the needed capabilities to help you accomplish your objectives related to these priorities?

Do you have any projects or initiatives underway to address these priorities?

•

What (additional) solutions to address these priorities are you aware of and planning to evaluate?

•

•

What is your timeframe for completing [projects related to priorities]?

•

Who else at your company is involved in the evaluation or decision around these priorities?

Are you working with any technology partners to help you implement any solutions to address your priorities in this area? Who?

•

What are some of the ways you plan to measure success related to these priorities?

•

Are you currently looking at any ERP solutions to address these priorities? Which ones? Are you familiar with Microsoft Dynamics ERP solutions?

What are some of your current business priorities? Does your current ERP system fully support them?

PRICE

•

Have you already allocated budget for this solution?

Check Point: Is this prospect interested in evaluating ERP solutions from Microsoft? Is he or she a good candidate for a new solution? If so, move on to the PROVE VALUE section.

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Microsoft Dynamics ERP in Food and Beverage Manufacturing PROVE VALUE GENERAL MICROSOFT DYNAMICS ERP BENEFITS FOR THE VERTICAL

EVIDENCE

Improve innovation success Pain: A lack of integration between marketing and R&D creates inefficiencies in developing and market-testing new products to ensure the right products are getting to market at the right time.

New Belgium Brewing deployed a Microsoft Web-based business intelligence solution with Microsoft Dynamics GP and other widely used Microsoft solutions, allowing employees access to real-time customer data so they can respond to market changes faster, formulate more effective sales strategies, and capture quickly changing opportunities.

Benefit: Microsoft Dynamics ERP helps F&B manufacturers develop innovative, targeted products that satisfy highly specific customer desires by:

SUMMARY

1.

Reducing the time required to develop innovative products by improving collaboration with partners and by integrating product development with manufacturing, accounting, marketing, purchasing, and suppliers.

2.

Integrating multiple facilities and departments to deliver a single, realtime view into all manufacturing, sales, procurement, and financial activity, with information tailored to specific roles within the organization.

3.

Boosting business intelligence and performance by measuring and delivering industry-specific and customer-specific KPIs to everyone across the organization with easy-to-use and familiar software.

Makers of Fat Tire Amber Ale and other inspiring craft beers, New Belgium Brewing has been experiencing double-digit year-over-year growth. By expanding on core Microsoft Dynamics ERP functions and implementing a company-wide intranet built on Microsoft SharePoint Server, New Belgium has gained greater visibility into decision-driving information. Manufacturing, production, sales forecasting, and budgeting have all benefited from the expanded solution, and in recent years the company has been able to cut its shipment forecast error in half, from 8 percent to 4 percent, dramatically reducing production overruns and product outages.

BENEFITS

4.

Reducing the time necessary to introduce new products into production schedules and adjusting inventory levels at key distribution points.

Profitably grew its portfolio of craft beers and expanding into new territories with extended access to information across the company.

5.

Enabling business intelligence analysis to rapidly determine the success of new product introductions.

Reduced shipment forecast error by 50 percent, increasing profitability and reducing production overruns.

6.

Improving collaboration internally and externally by standardizing processes on Microsoft Dynamics ERP and extending information to appropriate people with integrated services and applications such as Microsoft® SharePoint® Server, the Microsoft Office system and Microsoft BizTalk® Server, and Web services.

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http://www.microsoft.com/casestudies/Case_Study_Detail.aspx? CaseStudyID=4000000904

Microsoft Dynamics ERP in Food and Beverage Manufacturing PROVE VALUE GENERAL MICROSOFT DYNAMICS ERP BENEFITS FOR THE VERTICAL

EVIDENCE

Drive sustainability leadership

G&J Pepsi-Cola Bottlers enhanced business insight and is projecting an annual savings of more than U.S.$560,000 in increased productivity gains.

Pain: Margin pressures demand F&B manufacturers practice sustainable, highly efficient business processes to cut waste, reduce packaging and shipping costs, minimize spoilage, and avoid saps on profitability. Benefit: Microsoft Dynamics ERP is designed to help F&B manufacturers implement sustainable processes to reduce waste and control costs. Environmentally sustainable products can also become the basis for increased customer purchases, positive public relations, and increased competitive advantage: 1.

Effectively and efficiently meeting government regulation requirements using data from product development and the supply chain.

2.

Streamlining supply chain and plant manufacturing processes to optimize manufacturing capacity, procured materials, and finished product inventories.

SUMMARY With 1,700 employees, G&J Pepsi-Cola Bottlers is one of the largest Pepsi bottlers in the United States. The company used Microsoft Dynamics GP for corporate finances, but each bottling plant used an IBM AS/400 system for payroll and Sage Abra for human resources (HR). By converting its payroll and HR systems to Microsoft Dynamics GP, G&J Pepsi is implementing more sustainable business practices and projects–related cost savings of more than $560,000 annually.

BENEFITS Improved reporting through integration of key business information and better reporting tools.

3.

Reducing waste in the manufacturing process and improving real-time visibility into consumer demand to reduce shrinkage and spoilage.

Centralized administrative duties, avoiding duplication and increasing productivity.

4.

Accelerating the adoption of sustainable and lean manufacturing processes for cost reduction, helping improve differentiation and future growth.

Reduced administrative overhead, increased access to information, and eliminated duplication of data entry projected to save $560,000 per year.

5.

Creating transparent tracking and tracing of products across the entire value chain to maximize product availability.

6.

Giving retailers the visibility they demand by integrating bar code and RFID systems into business systems.

7.

Automating compliance and performance reporting, and reducing time and effort needed to respond effectively to audits and product recalls.

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http://www.microsoft.com/casestudies/Case_Study_Detail.aspx? casestudyid=4000004374

Microsoft Dynamics ERP in Food and Beverage Manufacturing PROVE VALUE GENERAL MICROSOFT DYNAMICS ERP BENEFITS FOR THE VERTICAL

EVIDENCE

Improve market responsiveness

Südzucker Polska is responding to customer demands more quickly and has cut order lead times by 30 percent, with improved access to order, production, and transportation information across their entire organization.

Pain: F&B manufacturers find it especially difficult to track end-consumer activity, making it difficult to forecast demand with any precision and resulting in stock outages and rushed deliveries, or returned product and spoilage. When customer preferences change, F&B manufacturers must be able to respond quickly with new products and pitches. Benefit: Microsoft Dynamics ERP is designed to help F&B manufacturers access real-time consumer demand data, helping them react quickly to changing consumer tastes and desires, and make adjustments to supply and pricing by: 1.

Providing real-time consumer demand data, helping them react quickly to changing consumer tastes and desires.

2.

Helping connect retailers’ demand requirements directly to manufacturing, supplier, and distribution operations.

3. 4.

Providing accurate reporting and analysis of changing demand to help ensure more accurate production, pricing, and delivery decisions. Allowing production planners to run what-if scenarios prior to firm commitment of production schedules.

SUMMARY Südzucker Polska is the sugar industry leader in Poland and Europe. When Südzucker Polska formed one large organization out of 18 separate companies, it faced the challenge of preserving the independence of each company while operating as one. Implementing Microsoft Dynamics AX has enabled Südzucker Polska to automate processes and bring together data from all manufacturing plants into one central location, streamlining planning.

BENEFITS Cut order lead times by 30 percent through improved inventory tracking, warehouse management, and transportation. With easy access to detailed reports of all production plants, employees can act quickly when inventory runs low or equipment breaks down and needs to be repaired. Improved customer service by coordinating order workflow, with easy access to orders and logistical information across all locations. Optimized cost management through improved logistics and detailed cost tracking. http://www.microsoft.com/casestudies/Case_Study_Detail.aspx? casestudyid=4000004423

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Microsoft Dynamics ERP in Food and Beverage Manufacturing

QUALIFY Based on what we’ve spoken about today, I would recommend that you look at Microsoft Dynamics ERP. Can I send you more information related to Microsoft Dynamics ERP? May we schedule a meeting to determine the best solution to your current needs?

CLOSE THE CALL I will send you a Microsoft Dynamics ERP information packet immediately. I will schedule a call with one of our sales representatives. Before we close, can I confirm your contact information? Correct spelling on name Title Mailing address, city, state, and postal code E-mail address Direct phone number and fax Thanks very much for your time. Please feel free to call me at any time. You can reach me at [phone number and e-mail address].

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