Sales force automation

Big papers are contemplating sales force automation would do well to check with Ellen Snodgrass-Lind before diving in because she's a pioneer in the field at the GREENVILLE NEWS in South Carolina.

"Why automate?" she asked. "Because it helps increase professionalism, productivity and profitability" and is "a sensible sharing of communications and information."

While "goals vary drastically" from paper to paper, sales force automation can achieve several objectives. For one, it can open new lines of communication, with something "as simple as e-mail." As people become more comfortable with new technology and processes, the door is opened to laptop presentations, and comprehensive data storage and access to improve sales.

Another goal may be to streamline the process for ad order entry, with the workload disbursed throughout the day on laptops out in the field. A quick modem call and the home office is updated -- and the rep on the street can receive information or instructions uniformly, in writing.

The best systems provide not only ad order entry but links to business systems, she said. Features sales reps will value include a built-in rate calculator and an industrial-strength spreadsheet, such as Microsoft Excel.

When adopting sales force automation, Snodgrass-Lind advised, "assume everyone is starting from square one" and acknowledge that "training is vital."

Treat automating the staff "as a long-term process, not an event," she said. Support for the project "must come from the very top" and all departments must be involved; the focus should be put "on the needs of salespeople, not managers," and those in charge should "show the future to people, such as catalogs on CD."

In conclusion, Snodgrass-Lind suggested that "what's most important now is using the tools; aways away is putting ad creation software in the field."

A production of The Cole Group, Copyright (c) 1997, All Rights Reserved.

Last updated: 28 June 1997.

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