Sales Force Automation
Computers in Selling
85% of the sales force will become automated in the nineties
The Virtual Office is carried on a computer
The Impact of Technology Tools
o
o
Personal
Productivity
o
o
o
o
o
Improved
Communication
o
Transactional
Processing
o
o
o
o
o
o
o
Product
Positioning
o
o
o
o
o
Integrated
Marketing
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o
o
Databases
o
Laptops
Pen based computers & Palmtops
Contact Management Software
Mapping programs and GPS
Calendar and scheduling
Geodemographic segmentation
Smart Card Reader
E mail
Internet and videoconferencing
Telecommuting
Electronic data interchange for order processing
Corporate contact management
Online databases for ordering
Marketing strategy built around benefits important to
customers.
Emphasis on service
Focusing on the few attributes that really set you
apart means you can’t be all things to all people.
Keep an eye on how your competitors are positioning
themselves.
Positioning: The Battle for Your Mind
A computer system that coordinates the marketing
elements and provides feedback for measurement.
Using computer databases to coordinate all
marketing function
Combining demographic characteristics with
geographic variables to develop clusters of similar
individuals.
Modules within a firm use common information to
deliver communications tailored to the market needs
Account management software facilitates relationship
selling because it allows salespeople to match
corporate capabilities against the needs of the
customer.
a collection of related records or transactions.
storing customer and prospect information on a
computer.