Making The Most Of Sales Technology?

Most sales technologies promise a lot, but fail to deliver. Indeed research by CSO Insights suggests that the chances of the money you spend on sales tools,  or systems boosting sales is less than 20%. To improve those miserable odds you are going to need SellerNAV®.

Why Does Sales Technology Not Impact On Sales?

The figures show that for every 10 sales tools, or technologies implemented, less than 2 result in an increase in sales revenues.
That is based on data from CSO Insights in 2012.  The result is that lots of money is being wasted and salespeople are not getting the tools they need to succeed.

‘…fewer than 2 in 10 sales technology investments result in an increase in sales revenues.’

Why Does Sales Technology Fail?

Why is technology letting the sales community down? Well there are two main reasons:

1. Shortcomings in the technology
2. Shortcomings in the people who use it

However the main culprit is not listed above however.  It is poor planning and implementation.

Technology, for example, can do more than ever – it is faster, more mobile, and easier to use than ever before.  But even the best technology if poorly implemented will fail to deliver results.

Why Does Implementation Matter So Much?

The process of matching technology to the needs of the business and the requirements of the user is key.  It also brings with it a major time and cost burden – one that can easily be over-looked.

Many salespeople are more technologically adept than the rate at which they have historically embraced sales technologies would suggest. As evidence of this look at the number of salespeople who have iPads and iPhones for their personal use.

However, ask them to login remotely to the network and update records and you are certain to get resistance. So why do salespeople often resist embracing the technology they are given?

‘…why do salespeople often resist embracing the technology they are given?’

Well, it comes down to this – they don’t see how it will benefit them.  What is easier to see is the time that could be lost, the increased administrative burden, the loss of freedom and so on.

How To Make Sales Technology Work?

Here are some things you can do to increase the odds that your investment in technology will pay back:

1. Set and manage expectations regarding the results to be achieved.  It is important not to oversell the technology and what it will do. SellerNAV® will help you create and communicate technology-related goals (that sales team’s can believe).

2. Connect the technology to the achievement of specific business goals and strategies.  Only then does the implementation of the technology have the full weight of the business and its senior management behind it.

Whether the goal is for increases revenue, increased sales productivity, new customer acquisition or customer retention, SellerNAV® will help you understand where the technology can have an impact and quantify the potential results.

3. Tailor it to the requirements of the organizations sales process.  Users are surprisingly impatient, if the sales tool or technology does not work right the first time it can be quickly cast aside. SellerNAV® will help you to match the technology to how your organization sells.

4. Put technology in its context – it is not the panacea to all problems.  There is a people, process and strategy element to most of the opportunities and challenges facing the sales team.

The solution to any challenge in sales is never 100% technology.  SellerNAV® will help you to identify the technology as well as the non-technology ingredients of success.

5. Engage users fully in the adoption of the technology and sell it to them based on what it will help them to achieve, the problems it will help solve and most importantly the impact it could have on their sales and commissions. SellerNAV® engages users and stakeholders in the planning process for sales technology implementation providing a transparent methodology by which the benefits of adoption to the organization, as well as individual users, are calculated.

If you would like to find out how SellerNAV® will help you to get the most out of sales technology for your team please contact us.