Infusing Technology into Personal Selling

The use of technology by salespeople has been increasing, as witnessed by the overwhelming proliferation of sales force automation, customer relationship management, and communications technology; yet little is known about how and where technology is actually being used in the field. Thus, the purpose of this paper is to empirically examine where and how technology is being used. Results indicate (1) the extent of technology used for organizing, presenting, reporting, informing, supporting and processing transactions, and communicating; (2) the levels of productivity of technology for each function; (3) whether technology is being utilized in the field by salespeople; and (4) whether it is companies or salespeople who are initiating the use of technology.