The
Automated Sales Force
SFA
is the new buzzword for Sales
Winning
the commitment of sales reps to Sales Force Automation (SFA)
is akin to getting kids to eat spinach. Kids don't care
that spinach increases iron in the bloodstream, but when
told that it will make them stronger than other kids, they'll
find a way to eat it.
Likewise, for a company, equipping the sales force with
computers may mean cost savings, revenue growth, lower staff
turnover, higher customer satisfaction and a wealth of customer
data. However, if sales reps do not understand how SFA benefits
them, they won't use it, and the company's investment would
be wasted.
Changing
the minds of salespeople is a tough but critical task. SFA
cannot prevail without user commitment. Just imagine
a scenario wherein a sales manager purchases SFA software
for his team, only to realise that his salesmen are using
traditional printed sales forms instead of the e-forms.
The
reasons for this could be many - the salesmen were not suitably
motivated to use the software, the wrong software was chosen,
or the firm did not provide the sales team with required
training on the software.
One
factor that promotes the effective use of SFA is the involvement
of the training department. Once the selected software is
purchased and installed, training should be provided to
all the participants of the sales spectrum.
Once
your firm has adopted SFA software, then you as a trainer
need to know its three levels:
- Level 1: Large-scale sales and marketing:
The software has extensive customised features for broad-based
sales and marketing applications. For instance, the
software enables packaged goods companies to figure
out which products have been sold from the supermarket
shelves and which have not.
- Level 2: Designed for sales applications:
The sales management function can be integrated by making
use of SFA software, irrespective of the size of the
firm.. For instance, telemarketers and external salesmen
can integrate their activities.
- Level 3: A combination of PIM (Personal Information
Management) and CMS (Contact Management Software):
These features enable users to track sales contacts,
orders placed, revenue generated and also provide the
customer with auto responses.
The training should be disseminated to all - right from
the sales 'rookies' to the managers. While imparting training,
the benefits of the system should be highlighted. This is
important because the salesmen and the managers do not have
time for unproductive exercises. Whenever they have time,
they would like to sharpen their selling skills and plan
for future calls. Sales assistants and the sales support
staff should be included in the training as it can improve
the output of sales reports, letters and mails.
Integration
is the key to effective implementation of the SFA system.
The salesmen work in different areas and need to be connected
with the home office to obtain current information of the
product stock, prospect status etc. The data available to
salesmen should help them overcome objections and provide
information about competitors.
Note:
The salesmen should be trained on their respective laptops
rather than desktops that are available in the head office.
By
implementing SFA, the managers can generate reports on product
availability, conversion ratios, sales volumes, leads etc.
With such customised information at the manager's fingertips,
he would be able to address minor problems before they become
a crisis. Moreover, there will be better accountability
and control over the sales force.
The
SFA design should include each of the nine features of the
OMS (Opportunity Management System). (refer figure) This
system would also enable you to set milestones for the sales
plan and track its completion. An OMS ties easily with measurement
criteria - for example, reducing the sales cycle and increasing
the close rate, since the start and completion of an opportunity
can be readily tracked. It should enable the user to display
the status of performance against objectives. Integrated
with calendaring and "to do" lists, it can produce
day-wise action items.
Use
Sales Force Automation as a tool to streamline your sales
process so that your salesmen can perform more value-added
tasks. This would help you achieve your goals as well as
boost the overall productivity.
Related
reading:
1. "Teddy bears and handhelds drive sales success.(Company
Business and Marketing)"; Communications News; October
2000
2. "Front office makes a sales call.(sales force automation)
(Technology Information)"; Holt, Stannie; InfoWorld;
Aug 1998
3. "The Trainer's Role In Sales Automation"; Christeson,
Eric J; Dec 1996
