Expert Insight From Paul Espinosa

To use or not use a particular technology, that is the question.

As a typical Gen X’er, I want the latest and greatest, many times for no other reason than it’s the latest and greatest. The real question should always be, “Is an investment in a new technology (whether it’s an investment of money or time) going to increase effectiveness in sales or help provide greater customer/prospect service?” Great salespeople use technology without letting technology use them. That means they embrace technology that allows them to meet the standards and expectations of their customers. For example, if you are in sales today and away from a PC for more then three to four hours, then you need a Blackberry® (or some other email device). Research shows that customers and prospects expect a return email in less than four hours; in many cases they want something in less than an hour.

As you read the following ideas for using technology in sales and sales management, ask yourself, "Does it fit your style and will implementing a new technology help you reach your goal?" Determine the expected return on your investment in new technology. Without knowing what you want, it is hard to decide what you need.

Technology is probably not the first strategy that springs to mind when you think about how to lead your sales team through tough economic times. But you can harness technology to save money and make your team more efficient and effective, which just might help you gain the edge you need in a tough market.

Many sales managers tell us they’re having to find ways to do without travel, training, support personnel and many other resources they were recently taking for granted. Now’s the time to look for ways to use technology to help fill in the resource gaps left by tighter budgets.

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Five Ways to Leverage the Power of Technology to Compete in Tough
Economic Times

Chances are the spending patterns of your organization have changed over the last several months—less travel, tighter expense budgets, maybe even staffing cuts. But your sales goals aren’t shrinking along with your resources, so your challenge is to figure out how to do more—while spending less.

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