This ability area outlines the technological competency required of today's sales professional in order to maximize personal and organizational relationships with their clients and customers. The term “technology” applies to any tool, technology, process, or methodology that helps to achieve this goal. Effectively applying technology to the entire customer experience (as discussed in the UPSA Buying Cycle) allows the selling organization to increase perceived value, customer retention, long term customer profitability, and customer satisfaction and loyalty.
With efficient use of technology, the selling organization will have the ability to segment, target, and optimize the buying experience of each individual buying organization. Technology provides the “glue” that holds this all together. This is because the integration of data, the alignment of action and the performance of the selling organization must be intertwined and synchronized to the buying organization. Those selling organizations that accomplish this effectively will gain and keep more customers than the competition. Individual sales professionals must create their own technological system and processes to capture and retain key data and information gathered through the buying selling relationship. The individuals that leverage a strong technology component in their sales process have the ability to recall information quicker, provide answers more efficiently, and maintain the constant touch with their buyers. Some sales professionals will use more manual technology processes and others will ingrain themselves in a myriad of computer based programs and gadgets. Still others will not rely on information technology at all, but will rely on methodologies and processes they have created. In essence, they will create their own technology to help with their sales process. No matter what technology the organization utilizes, selling organizations must gain the ability to maintain contact and retain key customer information at a personal and company level and service the individual inquiries from their customers in the most efficient way possible by immediate access to key information. In today's rapidly changing world, this can only be accomplished with effective use of technology.
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Focus Area: Technology Management