Sales Force Automation (SFA) is best defined as the use of communications and information technology to support sales activities. The trend in recent times among consumer product companies is to extend business applications such as ERP and CRM (previously confined to office-based users) to mobile users. SFA systems can cover a wide range of sales-related activities that allow mobile sales personnel to collect and work with data in the field.
Why automate your mobile sales force?
The primary drivers behind mobile SFA projects are generally:
- Cost Reduction
- Improved Efficiency
- Faster Access to Information.
For example, automating the sales order taking process can lead to significant reductions in administration overhead. A SFA system can also be a driver in reducing or eliminating delays (possibly enabling a reduction in inventory levels and increased cash flow). Many companies implement SFA systems as a strategic move, allowing their business to gain an advantage over competitors through improved access to and sharing of information and reduced costs.
While implementing a mobile SFA system may well achieve all of the above aims, it would be foolish to embark on a project without first establishing that you can achieve a quantifiable return on investment (ROI).
Is my business suitable for a mobile SFA system?
Just because you like the idea of your sales people working with mobile devices doesn’t mean that a mobile SFA system is the right move for your business.
Firstly, clarify your objectives. Having clear objectives will allow you to set boundaries for the project, identify the potential ROI and, ultimately, measure the success of the project.
Ask questions such as the following to help establish your objectives:
- Does my organisation have a large number of sales reps, merchandisers or field service personnel who generate large volumes of handwritten documentation?
- Does my organisation have a significant administration overhead involved in the processing of handwritten documentation?
- Does my organisation experience costly operational errors as a result of manual business processes?
- Does my organisation experience significant problems in collecting, collating and acting on knowledge or data accumulated by staff working in the field?
Once the project objectives have been established, scope the project and establish if there is a quantifiable ROI. A clear rationale for the project and a demonstrable ROI will:
- Greatly increase the chances of securing funding for the project.
- Set realistic expectations for the project.
- Greatly reduce the chances of failure.
Sean Jackson will respond to your query.