Sales Force Automation

Published on May 2016 | Categories: Documents | Downloads: 38 | Comments: 0 | Views: 322
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Sales Force Automation

Chapter 4
The CRM Handbook

SFA – Sales Force Automation
 Focus

on cultivating customer relationships

 Improving customer satisfaction
 Scenario Number One
 Scenario Number Two

The Ever-Evolving SFA
 Early

1990’s companies with field sales
forces were faced with tremendous amounts
of customer information.
 Software vendors realized this unmet and
unrecognized need.
 Info about customers was kept in “little black
books” that left with the sales reps.

The Promise of SFA
 Putting

account information directly in the
hands of field sales staff.
 Making them responsible for it with the
promise of…..
 Making them more productive.
 Synchronize information with the corporate
client/server database.

Sales Force Automation Tools
 Sales



Process/Activity Management

Include a sequence of sales activities
Guide sales reps through each discrete step in
the sales process








Sales Force Automation Tools
 Sales

Process/Activity Management (cont)

Offer calendars to assist in the planning of key
customer events
 Proposal

 Product demonstrations

Alarm Reminders
 Signal

important tasks
 Generate documents as they are needed
 Make decisions based on the user’s input

Generate a mailing suggestions

Sales Force Automation Tools

Sales and Territory Management

Tools that enable sales managers and executives ondemand access to sales activities

Before, during and after the order

Enables managers to set up sales teams and link individual
accounts, regions and industries.
Allows tracing of territory assignments and monitor
pipelines and leads for individual territories.
Allows optimization of individual teams

Sales Force Automation Tools
 Contact


Deals with organizing and managing data across
and within a company’s client and prospect
See p. 84 of the types of questions that can be
answered with this tool.

Sales Force Automation Tools

Lead Management

Also known as “opportunity management” and “pipeline
Track customer account history
Monitor leads
Generate next steps and
Refine selling efforts online
Allows sales management to automatically distribute client
leads to a field or telemarketing rep based on the re’s
product knowledge or territory

Sales Force Automation Tools
 Configuration


Automatically factors in complex customer
attributes and requirements to build a solution
from scratch
Among the companies who may use such tools
 Computer

technology vendors
 Appliance manufacturers
 Telephone companies

Knowledge Management
 Many

CRM tools geared to SFA include
functions specific to accessing and
conversing on a range of corporate
documentation to supplement sales efforts
and provide fast data during the heat of a

SFA and Mobile CRM
 From

Client/Server to the Web

SFA functionality now rests on a headquarters
Web server running CRM software
Eliminates the traditional support costs of
managing communications
Resource expenses are less than those needed
to support the old client/server mode.

SFA and Mobile CRM
 From

Client/Server to the Web

Simplifies access by allowing a company to
outsource remote access to the ISP
Laptop config and support costs are reduced
It staff now manage and protect critical customer
data in a central location at headquarters
Risk of deleted files, smashed laptops, or lost
sales reps are dramatically reduced.

SFA and Mobile CRM

SFA Goes Mobile

Support for handheld devices is the next step in the
According to the Aberdeen Group, 74 million people will
have access to the Web via wireless technology by the year
 Cell phones
 Web Phones
 Two-way pagers
 Tablet PC,
 Etc.

SFA and Mobile CRM
 Benefits

of Mobile CRM

Requires much less time than traditional fax or
Field staff have access to info and can update
making companies smarter about their customers
Real time alert about vital customer events
Just-in-time personalized messages
Provides field staff with access to vase amounts
of information

SFA and Mobile CRM
 New

wireless protocols such as WAP
 Bluetooth

New standard for short-range wireless

 Research


the various wireless protocols and

Sales Force Automation Tools
 Field

Force Automation (FFA)

Part customer service and part sales force
Also known as “field service management”
Field technicians receive dispatch orders via their
PDAs, pagers, and cell phones
Making use of these same devices during the
actual repair.

An SFA Checklist for Success
 Understand

how SFA will help, and enlist
salesperson stakeholdership at the beginning

Initial requirements gathering
Rollout tool

 Communicate

the value to the sales force up

 Invest in-and enforce-training.

An SFA Checklist for Success
 Beware

of inherent sales processes
packaged into SFA tools

Customize YOUR sales process

 Understand

the infrastructure necessary to
support wireless technologies
 Let SFA use affect sales compensation.
 Change hiring practices and job role
descriptions to include use of CRM

Case Study: Hewlett Packard

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