Improving Salesperson Effectiveness Through Sales Forces Automation Tools in Wholesale Distribution Firms

The main purpose of this paper is to contribute to the discussion of whether the effectiveness of salespeople is improved through sales force automation tools. A survey was carried out in three local firms in the Republic of Kosovo, dealing with the distribution of FMCG (fast-moving consumer goods). Survey data were collected from 58 employees in local firms “X”, “Y”, and “Z. This topic was chosen for research because FMCG wholesale distribution firms in Kosovo are undergoing transition with regard to the use of specialized information technologies such as the introduction of handheld computers, also known as Personal Digital Assistants - PDAs. Some firms started to use these advanced technological tools in the daily course of their operations a little earlier, and some a little later. However, there are also some firms that have not made any changes yet to make progress and step away from their traditional approach. It is proposed that FMCG wholesale distribution firms that have adopted sales force automation tools, have more effective salespeople as compared to firms that operate through the traditional approach - no handheld computers, no vehicle surveillance systems etc. The results of the empirical study are consistent with the three hypotheses proposed in the paper