Salesforce & HubSpot Automation: Building CRM Tools That Supercharge Sales Teams

Great sales teams deserve great tools. Let’s explore how developers can build CRM solutions that supercharge sales performance – inspired by real conversations at the SCNA Show.

After helping collectibles dealers streamline their operations, I’ve seen how the right CRM tweaks can change everything. At SCNA, three pain points kept surfacing in dealer conversations – and each one has a smart automation solution.

Taming Inventory Chaos in Fast-Moving Markets

I heard the same challenge from multiple dealers: “How can I keep prices current when metals markets jump around?” Manual updates were eating their time. Here’s how smart CRM integration solves it.

Real-Time Price Adjustments in Salesforce

This APEX trigger keeps prices sharp without manual work:

trigger AutoPriceUpdate on Product2 (after update) {
if(Trigger.isUpdate && Trigger.isAfter) {
List productsToUpdate = new List();
PM_Price_Service pmService = new PM_Price_Service();

for(Product2 p : [SELECT Id, PM_Linked__c FROM Product2 WHERE Id IN :Trigger.newMap.keySet()]) {
if(p.PM_Linked__c == true) {
Decimal livePrice = pmService.getCurrentPMPrice(p.Metal_Type__c);
p.UnitPrice = livePrice * p.Pure_Content__c;
productsToUpdate.add(p);
}
}
update productsToUpdate;
}
}

HubSpot’s Flexible Pricing Sync

For HubSpot shops, this API integration does similar magic:

const syncPrices = async () => {
const pmPrices = await fetchPMFeed();
const hubspot = new HubspotClient(API_KEY);

const products = await hubspot.crm.products.getAll();

products.forEach(product => {
if (product.properties.pm_linked === 'true') {
const newPrice = calculatePremiumPrice(pmPrices, product);
hubspot.crm.products.update(product.id, {
properties: { price: newPrice }
});
}
});
};

Creating Smarter Sales Workflows

Dealers described feeling drained by repetitive tasks before shows. Sound familiar? These CRM automations give time back to your team.

Trade Show Prep That Works While You Sleep

• CRM auto-schedules events before major shows
• Syncs with team travel plans
• Builds inventory checklists automatically

Salesforce users can implement this with Process Builder:

// Process Builder invocable method
public class ShowPreparation {
@InvocableMethod
public static void prepForShow(List eventIds) {
List tasks = new List();
for(Event e : [SELECT Show_Name__c, StartDateTime FROM Event WHERE Id IN :eventIds]) {
tasks.add(new Task(
Subject = 'Prepare ' + e.Show_Name__c + ' Inventory',
ActivityDate = e.StartDateTime.addDays(-14),
OwnerId = e.OwnerId
));
}
insert tasks;
}
}

Finding Hidden Gems in Lead Piles

When a dealer mentioned hunting for specific coins like the Jefferson DDO, I knew AI lead scoring could help:

• Connect CoinFacts API for instant rarity checks
• Auto-prioritize leads that match collector profiles
• Push hot leads directly to seller phones during events

Connecting Physical and Digital Sales

One dealer’s success selling proof sets showed the power of unified channels. Here’s how to build that bridge:

Inventory That Works Everywhere

My integration mantra: “Your CRM should know your inventory better than you do – whether it’s on eBay, your show table, or your warehouse.”

Implementation steps:

1. Create custom Salesforce objects for multi-channel tracking
2. Build connectors between eBay and your CRM
3. Enable real-time stock reservations

// eBay webhook inventory sync
app.post('/ebay-webhook', (req, res) => {
const { itemId, quantity } = req.body;

// Update Salesforce
const conn = new jsforce.Connection();
conn.login(SF_USER, SF_PASS, err => {
conn.sobject('Product2')
.find({ eBay_Id__c: itemId })
.update({ Quantity_Available__c: quantity }, (err, ret) => {
if (err) { /* handle error */ }
res.status(200).send('Inventory updated');
});
});
});

Turning Conversations Into Insights

Most CRMs miss the human insights that drive collectibles sales. Let’s fix that.

Tracking What Dealers Really Feel

Add this custom Salesforce field to capture market intelligence:

• Optimistic – Seeing strong demand
• Cautious – Market uncertainty
• Specialized – Niche buying focus

Combine with sales data for powerful predictions:

SELECT Show_Name__c, AVG(Dealer_Mood_Score__c), SUM(Sales__c)
FROM Trade_Show__c
GROUP BY Show_Name__c
ORDER BY SUM(Sales__c) DESC

Where Sales Technology Is Heading

From auto-pricing to mood tracking, these CRM tweaks create real business results. Here’s what works:

1. Pricing tools that move with markets
2. Show-specific workflows that prevent burnout
3. Unified inventory across all sales channels
4. Human insights baked into CRM data

As a seasoned dealer told me between show tables: “Good tools let me focus on what I do best – spotting treasures and building collector relationships.” That’s the true power of CRM done right.

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