Professional Documents
Culture Documents
Leveraging
Information
Technologies
Chapter 6
6-1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Learning Objectives
Explain how common technologies used today
have altered sales forces and the way they are
managed
Explain what sales force automation technology is
and what it’s used for
Explain what a customer relationship management
system is and the challenges related to
implementing one
Describe what sales managers can do to
encourage their employees to adopt and effectively
utilize technology
6-2
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Commonly Used Technology
Cell phone
GPS (Global
Positioning
Systems)
Laptop computer
PDA (personal
digital assistant)
E-mail
6-3
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
E-mail
Drives $8.8 billion in business-to-business
sales
85% of salespeople use e-mail to communicate
with existing customers
67% to prospect for new customers
60% to communicate with the home office
24% to check existing stock
6-4
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Knowledge Management, Proposal
Writing, and Pricing Software
6-5
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Sales Force Automation (SFA)
Systems
SFA automates salespeople’s contact
management, scheduling, and reporting
functions
One of first types of information technology used by
salespeople
Contact management is the use of customer
databases to keep track of customer information,
calendaring to schedule customer activities such as
sales calls, follow-up, and so forth
6-6
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6-7
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Contact Screen in Aplicor
Background
6-8
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Benefits of SFA
6-9
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Challenges of SFA
Getting salespeople to use the system
How managers should use the system
Flexibility may be lost
6-10
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Customer Relationship Management
(CRM) Software
Encompasses the types of relationships you
want to create with your customers
Philosophy, strategy, way of life
Can result in more effective communication,
integrating rep’s customer communications with
other channels
CRM must integrate with other software systems,
cannot just automate rep activities
CRM data must be visible to those who need it
6-11
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Global Sales Management:
Global Issues in Sales Technology
How do you manage one client with 500 locations E lle s m e r e I s la n d S e v e r n a y a Z e m ly a
A r c tic O c e a n A rc tic O c e a n F ra n z Jo se f L a n d
A r Nc etwi cS i b Oe r i a cn Ies l aa n nd s
G re e n la n d (D e n .) S v a lb a r d ( N o r.)
B a n k s Islan d J a n M a y e n ( N o r.) N o v a y a Z e m ly a W r a n g e l Is la n d
V ic to ria I s la n d B a ff in I s la n d
worldwide? U .S .A .
C anada
Ic e la n d
F a r o e Is . (D e n .) N o rw a y
U n ite d K in g d o m
D en.
S w eden
F in la n d
E s to n ia
L a tv ia
L ith u a n ia
R u s s ia 60°
A le u tia n I s la n d s (U S A )
S . K o re a Japan
the world, and all reps can access data via portal
M e x ic o C uba B ang. T a iw a n
H a w a iia n Is la n d s D o m in ic a n R e p u b lic Saudi A rUa . bA i .a E . In d ia M y a n m a r (B u rm a )
O m an L aos
U . S.A . Jam .
M a u rita n ia M a li
B e liz e H a iti P u e rto R ic o (U S )
N ig e r E ritr e a
H o n d u ra s
D o m in ic a Senegal S udan Yem en T h a ila n d P h ilip p in e s
G u a te m a la
T h e G a m b ia B u rk in a F a so
C had V ie tn a m
E l S a lv a d o r N ic a ra g u a B a rb a d o s
G u in e a -B is s a u G u in e a B e n in D jib o u ti A n d a m a n I s l a n d s ( I n d iCa a) m b o d i a
T rin id a d a n d T o b ag o M a rs h a ll Is la n d s
F a lk la n d I s la n d s ( Is la s M a lv in a s ) ( a d m . b y U K , c la im e d b y A rg e n tin a )
T a s m a n ia
N e w Z e a la n d
1
Vendor is responsible for software
2
Access data real-time from anywhere
6-13
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
On-Premise Software
Software installed on buyer’s computers
Benefits
1
Data are held in company computers –
may be safer
2
Company has more control over how
software is customized and integrated
into other software systems
6-14
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Sales Tools and Uses of SFA/CRM
by Job Role
Sales Sales
CEO VP of Sales
Management Rep
Sales forecast Sales forecast Sales forecast Access to
customer data
Identify/share Identify big
best practices impact Access to pricing
opportunities formulas &
Track product info for
performance — Identify coaching better proposals
by salesperson, & training
product, etc. opportunities by Integrated access
examining to other relevant
Capture win/loss win/loss ratios by info (shipping,
data for strategic rep & stage of billing, etc.)
planning/pricing sales process
Faster access to
Create or use Monitor activities leads
models to by account or by
understand rep relative to
segments results
6-15
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What Can a CRM System Do?
6-16
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An Example of Simple
Rules-Based Campaign
6-17
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CRM Applications
Segmentation: grouping
customers
Customer lifetime value (CLV)
analysis is a CRM tool that
calculates the value of a
customer over time
Predictive and “lifestyle model”
information can be matched to
CLV
Create more effective sales
campaigns
Design better products
Price more strategically
6-18
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Usage Pattern: The Customer Pyramid
Most Profitable What segment spends
Customers more with us over time,
costs less to maintain,
spreads positive word of
mouth?
Least Profitable
Customers
What segment costs us in time, effort and money yet does not
provide the return we want? What segment is difficult to do
business with?
Source: Zeithaml, Rust, Lemon (2001), California Mgt Review, 43, p. 125.
6-19
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Guided Sales Tool
Guided sales tools: repeatable processes that
managers can help reps implement in order to
move a prospect closer to a sale
Examples
Edward Jones bond call list
Script that a call center rep can use verbatim
Databases of proposals that can be used over and over
Pop-up menus that suggest approaches salespeople
can take based on the types of accounts they are
calling on
6-20
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CRM Data:
Where Does It Come From?
6-21
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Challenges of Implementing
CRM and SFA Systems
Who “owns” the relationship with the customer
Sales technology makes reps more productive, but it
also makes them feel like their jobs are less secure
Customer data strategy: What data are needed,
how will it be used? Where is the data? Who
needs access to it?
How much information should be available, to
whom, and for what use?
6-22
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Self-Assessment Library
Go to http://www.prenhall.com/sal/
Access code came with your book
Click the following
Assessments
II. Working with Others
C. Motivation Insights
3. How Good Am I at Playing Politics?
6-23
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Encouraging Salespeople to Use
Technology Effectively
Reluctance to use the system is biggest barrier
to CRM implementation
Salespeople who have been successful without
technology may not see the need
Tactics
1
Communicate benefits to reps
2
Eliminate opportunities not to use the technology
3
Create reward/punishment systems for using the system
6-24
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Implementing Technology
Training
Management Support
Technical Support
Communicating Benefits
6-25
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Discussion Question (#1)
A salesperson says, “This new software is like
Big Brother. Now my company and manager
watch every move I make! As long as I make my
quota, why can’t they leave me alone?” As a
sales manager, how would you counter an
argument like this?
6-26
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Discussion Question (#4)
One student argued that he didn’t want
companies to know what he ate for breakfast,
what television shows he watched, magazines he
read, or Web sites he visited. Another student
said she wanted companies to know that
information if it meant she got better products
and services as a result. What information about
you is okay for salespeople to put in their
database? What information would you like to
keep private? As a sales manager how do you
manage this private–public balance?
6-27
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Role Play: Blackburg Technologies
Solutions Division: hardware, software,
maintenance
Services Division: consulting, training
Marketing Department: manages exposure at
trade shows, special events, and technology
shows
New CRM system allows customers and
Blackburg access to info
6-28
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Role Play (continued): Assignment
Break into groups of 3
VP of Marketing
VP of Sales for Solutions
VP of Sales for Services
Have a meeting to determine who owns the
account
6-29
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Role Play (continued): Assignment
Before the meeting, determine
Why your division should be in charge of a particular
account, including:
What communication is provided to an account
Who should access and track the overall sales performance of
an account
Who should develop strategies for it
6-30
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Sales Manager’s Workshop: Promedia
Technology–Familiarizing Yourself with Aplicor
Review the chapter
Examine Aplicor’s features
Identify and describe how Aplicor provides the
following
1. Knowledge management
2. Opportunity management
3. Campaign management
Write a short training script that you would use to
show someone unfamiliar with Aplicor how to
create an opportunity management report
6-31
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Caselet 6.1: Frisco Solutions
Frisco implemented sales software
Sales haven’t increased, have declined in some
regions
Regions with higher sales use the software more
Sales managers were not given additional training,
many don’t use system or use it incorrectly
Reps follow managers’ lead
No $$ for additional training, would take more than
training now
6-32
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Caselet 6.1 (continued):
Questions
Should Frisco create penalties for not using the
new program or rewards for using it?
How can Frisco make sure managers get
trained?
6-33
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Caselet 6.2: Zeron Corporation
Sells supplies to horse trainers and feed stores
Reps gathered e-mail addresses for ~30% of
200,000 accounts
60,000 addresses, probably 45,000 are feed stores
Feed stores can order via Web site
Additional 60,000 e-mail addresses; Zeron knows
whether these belong to trainers or feed stores
6-34
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
Caselet 6.2 (continued):
What Would You Do?
VP of sales wants to create campaign strategy
encouraging smaller customers to always order
via Web site
Big vs. small customers can’t be determined by
looking just at purchases of Zeron products
Potentially large account can look small if customer only
buys a few products from Zeron
If you were a sales manager for Zeron, how
would you go about developing a rules-based
campaign for the 120,000 e-mail addresses
Zeron has?
6-35
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
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