The fast pace of technology is putting pressure on every profession to keep up. Today’s sales representatives must be extremely knowledgeable, not just about products sold by the companies they represent, but about hardware and software programs used in every phase of the firm’s business operations — from product presentation to order entry and customer database management.
Brad Bowers, president and CEO of Casnet, says that since his Akron firm provides business-to-business information management solutions, that notion particularly applies to his sales team.
“When we sit down with potential clients in health care, insurance, finance, manufacturing industries, government agencies and other service industries, we try to find ways to automate their workflow so they can more quickly access information to make decisions. To do that effectively as a sales rep, you must first be well versed in business processes,” he says.
“Then you must be able to quickly analyze the client’s current workflow and know which of our products will solve their problems, depending on their situation.”
In addition, Casnet reps must understand the concepts and operation of technology such as document imaging software and scanning units, report management programs and other workflow systems. They must be able to demonstrate intelligent character recognition (ICR) and optical character recognition (OCR) units that can scan documents double-sided, at 120 pages per minute.
And they must be able to explain the operation of image capture pieces, such as an optical jukebox — a hard-drive storage device similar to a record or CD jukebox, in that its robotic arm retrieves scanned images, video clips and audio files stored within the unit. Bowers explains that some of these units hold from 80 gigabytes to 1.2 terabytes of data, and range from the size a breadbox to a refrigerator.
Because of the knowledge required to diagnose the customer’s needs and apply these types of technologies, Casnet sales reps are inherently technological minded.
“It’s like, you’ve either got it or you don’t. They may not know the particulars at first, but because they have the penchant to understand how technology works, they pick it up pretty quick,” he says, noting that the sales reps are trained by the software developers and manufacturers.
In terms of business operations, the software the Casnet sales team uses for activities such as scheduling and product demonstrations are intertwined with the ACT contact management database the company’s administration uses to track sales activity and monitor performance.
“We also use tools on the back end to support the reps in their endeavors to sell these high-end products,” Bowers says.
To ensure the salespeople have instant access to customer information, all transactional data and customer correspondence is scanned by a document imaging system and stored in a database. The sales team can tap into to the help desk database, in which product assistance technicians log information applicable to service calls.
Casnet is currently writing an in-house program to integrate its multiple software systems and data sources with a single interface on the Casnet Web site. This will enable sales reps to access the ACT and help desk database to retrieve or input information from remote locations, via the Internet.
With information so readily available via the Internet, private consumers are online, learning about products, scrutinizing features and comparing prices. They’re sharp and discerning, and to meet their expectations, even nontech companies must have a Web presence and be technologically advanced in their operations.
That, in turn, affects salespeople who formerly used slide rules and product catalogues to sell their company’s offerings, says Mary Becker, sales and marketing director at Schumacher Homes Inc.
Becker says the 40 sales representatives and five sales managers at the Canton homebuilder must know how to use a software program called FAST (Flexible Activity Scheduling Technique, by BuildNet).
The program is used to expedite every detail, from prospect management and sales orders to scheduling, change orders and homeowner service warranty. All of the firm’s operations have been integrated with FAST because the software helps the company be more efficient and profitable.
“Being a scattered-site builder, efficiency is vital, and a system like this helps us do that when we’re building 300 homes a year in 25 different counties,” she says. “And this technology makes us much more profitable. So all our salespeople go through a series of in-house training to learn the software system.”
In addition to FAST, Schumacher has implemented a program called SoftPlan to effectively manage projects. While out in the field, construction managers use handheld computers to update scheduling and authorize purchase orders. Once back at the office, the data is downloaded onto the system.
Another program integral to Schumacher’s success is the price quote system developed by the company’s founder and president. About six years ago, Paul Schumacher envisioned a computerized program that would help customers prioritize where they invest their dollars.
“He worked with a computer programmer to develop a price quote system that itemizes and estimates more than 200 standard and optional features — everything from excavation and framing to electric and plumbing,” Becker explains.
With so much software to sell products and ensure efficiency, Becker says there’s a big push for computer training at Schumacher — including on programs such as Microsoft Word, PowerPoint, Access and Excel.
“We offer a lot of computer training because we’re always trying to increase that technology IQ in our company,” Becker says.
The firm is also launching a Web initiative that allows customers to price their homes via the Internet. For that reason, some salespeople use Palm Pilots and wireless cell phones with Internet access, so they can promptly respond to e-mail generated from consumer visits to the Schumacher site.
“We have more and more sales generated from our site. Plus, the Internet is a great way for our salespeople to shop the competition,” Becker says.
How to reach: Casnet, (330) 848-8800 or CasnetInfoPage.com; Schumacher Homes Inc., (800) 813-1116 or www.schumacherhomes.com
