In the sales environment of the twenty-first century, traditional work relationships are being questioned and often replaced with the new ones (Jhonston and Marshall 2009, 6). This process based on two-way communications, which are the salespeople to customers, customers to salespeople, such as face-to-face or in-person selling. However, the traditional selling requires a lot of time, energy and expense. Meanwhile, the times have changed to encourage the improvement of technology, a lot of hardware and software that has been improved for years to help the work of the seller. One of the software has mostly been used in sales management is called Sales Force Automation (SFA).
Sales Force Automation (SFA) is “the application of technology to support regular sales functions and includes tools that are employed by users to perform administrative and other repetitive tasks” (Agnihotri and Rapp 2010,7). Moreover, “SFA system typically a part of a company’s Customer Relationship Management (CRM) system, is a system that automatically records all the stages in a sales process” (Mishra 2009, 252). Therefore, Sales Force Automation creates competitive advantages, which consist of increase in productivity, satisfaction of customer and sellers work effectively and efficiently (Hair et al.2010, 17). On the other hand, Sales Force Automation has brought disadvantages for business at the same time.
The advantages of Sales Force Automation
The benefit of Sales Force Automation system affects to some parties, such as marketing manager, salespeople, employees and customers.
Firstly, the advantage of Sales Force Automation is increasing satisfaction of customers. The information was obtained and analyzed by the Sales Force Automation system, can help companies to produce products that comply with customers needs. In addition, the activity history about the customer that has been available in the system can help salespeople to have better understanding in doing...