Technology can mean a lot of different things to a lot of dif- ferent people. For the purposes of the discussion, we’ll refer
to two primary areas: software and hardware and transmis- sion media.
The software/hardware configuration is becoming a less visi- ble part of our technological world. It was around 1984 that desktop computers were first deployed across the general business environment and became a tool of sales forces everywhere, usually in the early applications of proposal writ- ing and spreadsheet analysis. They were incredible machines for their time, but somewhat limited. Exact lines of words, special codes, and odd assortments of characters were re- quired to direct the computer to do a specific task. Its pre- dictability and reliability were sometimes difficult to align with human thinking.
Just a few years later, desktop computers are in their last gen- erations and will become extinct in the next couple of years. Their offspring, the laptop or portable computer, is within a few more generations of seeing its demise. At the time of this writing, the personal digital assistant, or PDA, is taking over many of the sales support roles performed by its predeces- sors. But there is something coming over the horizon that will probably replace much of what you know today.
If you look at the history of analysis and communications, the primary role of computers, the major leaps were the in- terfaces available to the human user. Certainly when humans were first able to record their thoughts by applying charcoal or pigments to cave walls, it was a great leap forward. Data, in the form of animal drawings and handprints (probably re- cording group or family members), could be stored and was not so reliant on memory and word of mouth.
Even though these cave walls eventually became rock or clay tablets, their usefulness was based on their staying in one piece. If you dropped a record of the data, it might all shatter away, limiting its effectiveness. The invention of early rice pa- pers and papyrus, along with writing devices, greatly ad- vanced the control and flow of information. This newfound ability to store data on something that could be conveniently moved around was the next generation of mobility (sound familiar?). Data could be recorded, rolled up, and transported on the nearest caravan.
When the QWERTY keyboard, the standard keyboard we all know, was developed, humans had a consistent method for interfacing with a machine to record and communicate. As a matter of fact, it was so good that it made the transition from the mechanical world of typewriters to the electronic world of computers.
The next big leap was the graphical user interfaces and the associated mouse. No longer linked to command lines based on another’s reasoning, users could begin to personalize their movements. Rather than the old DOS lines of command, all that was now required was to move a cursor across the screen and click on a cute little character icon. All the necessary commands were hidden out of sight. Computers became user friendly.
We are now at the next stage of human to machine interac- tions: voice recognition. Voice recognition has been limited by the size of memory chips that would store the algorithms to not only remember the meanings of words, but to make assumptions as to the intent of the meaning. For example, if someone spoke the phrase ‘‘bare facts,’’ it could be recog-
nized in diverse contextual formats that would have several different meanings. Until very recently, chips could store only enough variations to capture a few individual slang words and accents. This is no longer true. Voice recognition systems, along with proximity devices, are available today that will move technology in a whole new direction. Users will, for the first time, not be required to be physically con- nected to a ‘‘box.’’ Once there is no longer a physical connec- tion, why do we need a computer in our sight at all? Let’s move it out of view and incorporate it into the Internet. Then, anywhere we go, an environment will recognize us and pro- vide all the intelligence necessary for daily business and per- sonal activities.
One interesting side effect of this new virtual computing real- ity is that those who hate or dread computers and technology will no longer find the need to use them. They will just speak to a familiar and user-friendly environment that has been personalized to feel more like a friend than an electronic de- vice.
When you combine the three elements of voice recognition, the Internet, and wireless technology, you have the basis for the dream technology for sales organizations.
1. Voice recognition Personalization of computing 2. Internet Unlimited information
3. Wireless technology Mobility
Sales professionals, within the very near future, will have per- sonalized accessibility to all pertinent information stored across the Internet, irrespective of where they are or when
they might need it. For all intents and purposes, the technol- ogy will be invisible since you will no longer require a linkage to physical hardware. Office buildings, public places, and pri- vate residences will all be connected to the Internet—all the
time. All sales professionals will need to do is identify them-
selves (verbally or through a personal identifier proximity chip) and request data that they will then filter into the infor- mation required to make wise choices.
How this is organized and stored, though, will become more a matter of the software sciences. This, too, is a rapidly evolv- ing field. Let’s take a look at three variations of software that could and will impact the sales team.
1. Contact Management Software (CMS). This software has been around for a while and has evolved from a hardware- based program to a shared Internet-based program. The con- cept behind it is to capture as much information about cus- tomer interactions as possible. From very simple to very complex, these packages collect and organize information on customer profiles, previous contact data, future contact schedules and expectations, sales, pricing, and other issues.
CMS may, if sophisticated enough, help sales profession- als analyze and prioritize their territory. Individual results can also be blended with the CMS results of other salespeople to help the sales manager improve performance and forecast results and to provide senior managers and executives with pertinent and timely sales information.
2. Customer Relationship Management Software (CRM). A more recent development in software for the sales profes-
sional has been the growth of the CRM programs. This is a major advance over contact management software because of its ability to link key customer processes across the organi- zation to enhance the level of customer intimacy. For the first time, sales professionals have access to all interactions that have occurred between their customers and their company. For example, they can see the usual contact management in- formation and, in addition, gather data on their customers’ interactions with their service, finance, and customer care departments. Additionally, they can connect sales with mar- keting campaigns, advertising, etc.
This modular software allows an organization the oppor- tunity to purchase and deploy only the pertinent modules required at the time, thereby providing a financial savings that links to usability. At a future date, additional modules may be added when deemed beneficial.
3. Enterprise-Wide Software. The top end of the spectrum is enterprise-wide software. This very advanced software connects all parts of the business, including sales, to measure performance and plan more effectively for resource require- ments. In essence, for the first time, all departments of an organization can be linked to a common platform for analysis and exchange of key information.
Although not thought of as a sales software, most of the programs have sales modules that link exceptionally well with the rest of the organization. No longer will the sales de- partment be considered a separate and distinct organization, but one that is now linked strategically to all components of the business.