Changes in the technological environment have the potential to significantly affect the activities of the sales force. Automation** can offer the sales force a competitive advantage – if the sales force is motivated to use computers and other technological methods that are part of automation. What steps should management adopt to ensure that the sales force buys in the company’s automation system? Especially, what can the sales organization do to promote technology used by more senior salespeople (senior in age, for instance)? Apart from technology, what should the top sales management do to equip its sales force being competitive in its own industry? How can individual salespersons add value to his or her customers’ business? Elaborate your arguments and viewpoints with examples.
** Automation refers to both hardware and software technology, including artificial intelligence, virtual reality, social media, RFID, VPN, cloud service…etc.
(1) In the era of technological advancements and inter-connected world, leveraging technology can yield better results and outputs. Most of the companies have realized the importance of technology and are investing heavily to become competitive in the market. Some of the companies that failed to do so became non-existent in the market.
Technology can play a key role in enhancing the productivity of sales force and improving system efficiency for sales organizations. Management of sales organizations need to play a critical role in ensuring that the sales force buys in the company's automation system. The management should present a business case to the sales force on the impact of company's automation system on the overall sales and profitability of the organization. Additionally, the company should dispel fears among sales force on the job loss due to implementation of automation system. Some of the key metrics in the business case can be:
(a) Impact on productivity
(b) Impact on competitive advantage in terms of revenue, cost and market share
(c) Impact on timeliness and accessibility of critical sales information about customers, products etc.
(d) Impact on efficient sales planning, forecasting and budgeting
(e) Impact on customer satisfaction
(2) In order to promote technology among senior sales persons, the company needs to clearly demonstrate the importance of automation system. They should clearly highlight that automation systems can't be ignored in the current context, else our company will not remain competitive in the market. The management should also highlight the changing needs of customers and vendors due to which importance of technology assumes significant importance. The management can also present case studies of failed businesses that didn't adopt technology at the right time.
The management need to present a detailed action plan with significant focus on training of employees with special focus on senior age sales persons. Automation can be implemented in phases so that the employees are prepared to adopt to technology and gain competitive advantage.
(3) Apart from technology, following are the steps that the management can take to improve the competitiveness of its sales force:
(a) An effective on boarding and training plan needs to be created for sales force and focus should be on highlighting both the functional and emotional benefits for the products
(b) A proper daily schedule and routine needs to be developed as a practice in the organization so that there is clarity on prospects and key accounts
(c) An effective communication and motivation plan should be in place and wins should be celebrated in the organizations. Rewarding sales persons is the key and programs like "Employee of the Month/Year" are very useful. Companies like McDonalds, KFC, Barbeque Nation follow these programs on a regular basis.
(4) Individual sales persons can help in growing customer's business in several ways:
(a) Based on the needs and requirements of the client, the sales person can pitch appropriate products to them and explain its proper utilities
(b) The sales person can also cross-sell products based on any latent need of the client
(c) The sales person can also reach out to other departments and see if their products can be useful for them too
(d) The sales person can share best practices from other industries with the client which may be beneficial for them
Changes in the technological environment have the potential to significantly affect the activities of the sales...