Effective Sales Force Automation and Customer Relationship Management: A Focus on Selection and Implementation

As we move deeper into the 21st century, sales force technology usage has changed the methods of selling. Salespeople are no longer selling just a 'product'; instead, they are providing a valuable 'solution' to customer problems. Salespeople now act as consultant or experts and provide customized solutions. This role requires salespeople to develop a technological orientation to access, analyze, and communicate information in order to establish a strong relationship with customers. Sales technology enables salespeople answering the queries of customers to effectively provide competent solutions. This leads to strong relationships between a salesperson and a customer. Thus, technology tools are used not only for smoothing the work process, but also have strategic utilizations. With the advent and adoption of technological tools at exponential rates, many firms have witnessed the failure of their technology initiatives. The purpose of this book is to outline the important steps that must be considered and adhered to during a sales technology implementation. Perhaps the most important aspect covered within this book is that technology usage is both a strategy and a tool; therefore, we outline both strategic considerations as well as implementation procedures throughout each chapter. It is important to consider all the steps and the necessary actions that will need to take place before making the initial investment in technology; then and only then will the technology have its intended effect.