Sales Force Automation Tools for Small Businesses

This study compares users and non-users of differenttypes of hardware and software to assess how information technology tools helpthe field salesperson in small businesses meet customers' needs. Under theassumptionthat small businesses are making substantial investments ininformation technology, a related goal of this research has been to assess theforms of information technology associated with higher levels of systemcapabilities. The study used data obtained through surveys from 341 industrial salespeoplefrom the manufacturing industry, employed in the Southeast U.S., with theprovision that firms directly employed and supported their own field salesforce. The findings suggest that software rather than hardware contributes tohigher levels of perceived system capabilities. The findings also suggest thatinvestments in some software (such as e-mail faxing and e-catalogs) areeffective, while investments in hardware are not necessarily. Based on thesefindings, recommendations are made that small- to medium-size enterprises notrush to acquire the most advanced forms of hardware. (CBS)