SALES SUCCESS

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The ongoing success of your automation effort will require:

• Developing a realistic time frame. A successful project will take time to unfold. Rushing an automation project is a sure way to ensure poor user compliance and ultimate failure.
• Providing ongoing training. As the sales team learns the basic functions of the software, they will need more training to incorporate its more advanced features. This will further enhance their productivity.
• You will also need to plan for future training of new or additional employees. Design a training system that can be used again and keep the content up-to-date and reflective of current software features.
• Have someone who understands your business provide your training. The teacher should provide "real world" examples of how to use the software in the healthcare arena. Ensure that future training needs will be met with the same detail and dedication as the initial training.
• Realize that sales may decline during the first quarter of use due to a learning curve or to implementation issues. In turn, operations may see a short-term decline in patients, revenues, or both. If the compensation of the sales team is tied to performance, consider adding a bonus to further motivate your sales team to learn and use the new software. Otherwise, the sales team will potentially lose money during the learning period, in addition to a potential decline in operating revenues.
• All members of the sales team must use the automation software on a daily basis, and their compensation should be related to its use.
• Involve administration, operations, and clinical staff, including physicians, at appropriate points in the sales automation process. While they may not be "users" of the new system, they will certainly derive benefits from its application. They should understand its basic operational components and value.
• Make sure that all vested parties are given progress reports during implementation and that all problems are clearly identified, communicated, and promptly addressed.

Did you know the average cost of sending your salesperson on a sales call is $164.70?¹  When you consider the number of calls it takes to make the sale, the cost adds up quickly—so it is very important to ensure that the sales team is as efficient as possible. Automating tracking of sales functions can be an excellent method of increasing efficiency.

In industries outside of healthcare, over 75% of sales staff use automated sales tracking systems. With automation, sales force productivity has improved by an average of 10.6%.²  Within healthcare, an average of 51% of providers have implemented an automated sales tracking system, but most do not use functions that measure a change in productivity.³ 

A successful sales automation project can lead to:

• Improved client satisfaction
• Better client communication
• Better customer service
• Increased efficiency
• Increased market share
• Better sales forecasting
• Enhanced internal communication

While sales tracking systems can result in these positive outcomes, over 55% of all sales automation projects fail to deliver these expected benefits.⁴  Why do most projects fail? Poor planning.

The first step in achieving success is to determine your objectives. To do this, involve the sales staff and program administration. Ask them what part of the sales process needs improvement, what administrative tasks are the most time-consuming, and what information they need to be better salespeople. Find out what the principal software application used by the occupational health program can and cannot do and how the two applications will work together. Set project goals such as reducing the time spent on administrative tasks, providing more useful information to clients, or realigning the sales team for improved effectiveness. The sales force and administration’s involvement should create enthusiasm, address real needs, and enhance internal and external client communication.

The second step is to evaluate and select the automation software. Involve your information systems representative in this step since, most likely, they will be supporting the software once it is purchased. Look at a minimum of three software packages. Popular sales automation software include ACT, Goldmine and Sales Logix. Evaluate each for "fit" by determining the strengths and weaknesses. Look for ease of set-up and use, past track records, usefulness of the tutorial, training and support, ability to customize reports, features each offers such as group e-mail and faxing, ability to synchronize information into a common database, and, of course, cost. Identify the software that best meets both today’s needs and those needs anticipated in the next three to five years.

Next, take the time needed to properly implement the selected automation software. Load it onto each user’s computer and the server, then enter your target market data. Data fields may need to be customized to better meet your needs or to mirror those in the primary software application used by operations. Expect this step to take an average of four to eight weeks.

The final step is the initial software training. This step typically lasts two to three months. All users should get at least 10-16 hours of initial training broken down into four to five sessions. Training should include:

• Establishing standards for entering sales activities. Data entry should match the primary software application used by the occupational department so that matching of client information is accurate;
• How to build filters and generate reports. Filters and reports can be used to track salesperson performance and generate customized mailing lists;
• The need for daily synchronization with the main server;
• How utilization of the software is tied to the sales team compensation;
• Finally, if administration and operations will be viewing the data compiled by the sales software, do not forget to provide a training overview so they have appropriate working knowledge of its features.

Remember, your sales staff must understand how their utilization of the sales automation software will help them better serve their customers and earn more money.

With careful, detailed planning, your sales automation project will be a success. Go into the project realizing that it will take time to unfold. In fact, it takes an average of nine months for this project to go from planning through successful implementation. Allowing enough time to properly implement the automated sales tracking software is vital to the overall success of the initiative. .