Automated selling and administrative duties are also part of Sales Force Automation. To define a combination of hardware and software solutions used to distribute information and increase staff productivity, the phrase "Sales Force Automation" is often used. Some authors have taken a larger perspective of how salespeople use information technology, such as mobile phones and email, to perform their duties and have defined Sales Force Automation in this way (Morgan & Inks 2001).
A typical term for this kind of software, which helps salespeople store, retrieve, and analyze customer data as well as manage crucial information throughout the sales cycle, is Sales Force Automation (SFA). To describe any technology or program (IT) that automates time-consuming components of sales and administration, "Sales Force Automation" might be used. MSEs have long been regarded as an important tool for local development because they provide people the ability to generate and distribute their own money. MSEs have garnered attention from both academics and governments in developing nations because of their capacity to address unemployment, encourage innovation, and promote local development.
The term "Sales Force Automation" refers to software designed to help companies manage their sales forces (SFA). It is feasible to use SFA to automate the sales process. The most critical features of a sales force automation (SFA) system are contact and opportunity tracking, email integration, task management, and diary sharing. You can keep track of all of your customers, sales, and activities with contact management software. A common feature of most contact management systems is Task Management software, which allows you to schedule follow-up activities or reminders for certain dates. Sales leads may be monitored utilizing pipeline management software, from the initial contact through the final sale. You may apply a weighted probability and projections to each sales opportunity in your pipeline (Armour, 2021).
Sales force automation (SFA) is often part of a CRM system, which automates the tracking of each stage in the sales process. All interactions with clients have to be documented, including the purpose for the encounter and any follow-up that may be required. Communication methods such as phone calls, emails, and in-person meetings are all on the table. Because sales attempts are seldom repeated, having this information at your fingertips reduces the likelihood of customers becoming irritated (Armour, 2021).
Another way to say this is that SFA is more of an automated process that mechanizes and incorporates diverse components of the company's operations such as customer contact management, representative execution assessment, and the processing of sales forecasting.
It also connects every single fundamental component of any organization and provides a continuous flow of information across several branches that would have needed substantial conceptualization at various levels, making SFA a key component in all successful companies.
Similar to how the industrial revolution marked the beginning of the industrial era, the information revolution signals the beginning of this new era (Hilbert 2015). A company's ability like Guinness Nigeria to adapt and effectively implement corporate strategies to achieve short-, medium-, and long-term corporate objectives is more vital than ever (Anderson 2012). It has been developed for Guinness Nigeria's sales management to help enhance productivity in the field.
Guinness Nigeria Plc's installation of the SFA system and the system's impact on sales results since it was deployed are the focus of this research.
More complicated selling methods, technical process automation, and sales management solutions that can be used on a regular basis to achieve the company's ultimate aim are sought after by most significant corporations (Naqvi & Akbar, 2018). Sales managers and salespeople face a tremendous competitive pressure as a result of globalization decreasing the obstacles and challenges to doing business. Despite the apparent hurdles, managers are keen to implement new sales methods and increase their investment in cutting-edge technology (Serdaroghi, 2009). If they don't adapt their selling approach and incorporate new sales technologies, other organizations will have an advantage in the marketplace (Honeycutt, 2005).
According to companies, sales technology has developed an extraordinary innovation that may increase the efficiency of salespeople by enabling them to become electronic and transfer information online. Because of its rapid development and wide use, the SFA has emerged as a prominent technology (Hassan, 2012).
A feature of SFA technology is its ability to automate the often-repeated yet often-overwhelming information flow that occurs throughout the sales process (BenMoussa, 2006). SFA is expected to have a positive influence on customer information management, order monitoring, marketing of goods based on customer needs, analysis and reporting, and real-time access to inventories (Boujena, et al., 2009). Over 60% of a salesperson's time is spent on non-selling activities, such as attending meetings and processing paperwork. Henson (2008) emphasized the necessity of automating these sales functions and tasks, emphasizing SFA technology as both a tool for salespeople and an essential part of contemporary sales cycles." Sales forecasting software, mobile solutions, sales management systems, database programs and presentation graphics software are all components of the SFA (Michael & Yang, 2008). Mobile solutions have evolved as a vital aspect of SFA due to the emergence of new technologies in wireless LANs, satellite communications, and cellular communications (Ilango &Akshata, 2018).
There are no longer geographical restrictions to where people may work because of the advent of portable gadgets like PDAs and laptop computers (Madria, et al., 2002). This is the foundation for Mobile Sales Force Automation (MSFA). When it comes to operating a frontend SFA app on mobile devices, the MSFA relates to the concept. It's reasonable why the MSFA word is so infrequent in IT studies. enabling a person to do anything
As a result, the emphasis of this investigation is on a large corporation. Increasing competitiveness has necessitated the usage of sales force automation (SFA) technologies to aid in selling operations by creating customer-centric plans and comprehensive promotional activities (Hansotia 2002). In the minds of many sales professionals, transactional selling has been replaced by client relationship management. Some empirical evidence shows a disparity between the level of service and reporting provided by SFA applications and the performance of the sales force as a whole in terms of SFA and sales force performance.
In this section, the issue is defined.
Physical sales activities like field agents visiting stores and merchants have long been a staple of the traditional marketing approach of Guinness Nigeria. As a consequence, distributors must employ tens of thousands of sales representatives to cover their region and contact each shop personally, driving up their sales costs by 30 to 40 percent. It has been determined that this paradigm is unsuccessful, despite the global pandemic disrupting it. Sales professionals in fast-growing countries are increasingly turning to digital solutions in order to expand their customer base and increase sales.
Most SFA systems don't simply allow sales teams to document their findings from retail and distributor visits on a smartphone or tablet. Guinness For years, salespeople in Nigeria have relied on a basic pen-and-paper note-taking approach to help them solve their problems. This data is being generated by the supply chain every day, but brands are unable to exploit it and SFA tools are unable to help. A solution that alters the traditional sales process, reduces sales costs, and improves the effectiveness of sales employees is needed to enhance velocity and capillarity in the sales process (Red cloud 2021).
Order takers are a common term for those in sales who make it a point to visit each and every company in a certain region to collect orders from clients. When it comes to dynamic demand collection, SFA technologies offer nothing to help. Profit margins and the capacity to capture value are directly affected by this.
When a sales person visits the business, they have an influence on the data that is gathered by SFA systems. Adding insult to injury, the majority of the time, just a small number of data points are available for meaningful analysis. Without further processing and analysis, whatever data value that may be gained by automation is completely gone.
A lack of real-time syndicated POS data from SFA systems prevents FMCGs from using data-driven promotional methods that raise sales velocity and increase revenue growth.
1.3 The Purpose of the Study
There are a few particular goals for this study, but the overall goal is to see how sales force automation affects Guinness Nigeria's sales.
To see whether Guinness Nigeria's sales force automation approach is effective.
In order to determine whether Guinness Nigeria use sales force automation for sales
3. To determine the effectiveness of sales force automation in Guinness Nigeria.
To see whether sales have changed significantly since sales force automation was implemented on sales
To see whether the company's deployment of sales force automation is a long-term success or failure.
Inquiry-Gathering Topics
Is it a good idea for Guinness Nigeria to automate its sales force?
Are sales force automation tools used by Guinness Nigeria in their marketing efforts?
In terms of sales, how effective has the automation of Guinness Nigeria's sales staff been?
Has the introduction of sales force automation resulted in a significant increase in sales?
It's important to know whether or not the company's deployment of sales force automation will have long-term benefits.
Research Question No. 1.5
1. H0: Guinness Nigeria does not employ sales force automation as a strategy.
H1: Guinness Nigeria's sales force automation plan is effective.
H0: Sales force automation is not used by Guinness Nigeria for sales.
Is there any evidence that Guinness Nigeria uses sales force automation to boost sales?
H0: Guinness Nigeria's sales have not been able to fully benefit from sales force automation.
H1: Guinness Nigeria has found sales force automation to be a realistic option.
After implementing sales force automation, there has been no significant difference in sales.
H1: The adoption of sales force automation has resulted in a significant increase in sales.
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