Technology and the sales force: Amach, Inc

This paper explores the application of sales force technology by Amach, Inc. a Detroit based medical device firm. Sales force technology represents a variety of dynamic tools that can help the sales force. While these tools cannot replace the salesperson and generate deals from customers, they can enhance efficiency and effectiveness levels. Sales force technology can range from computer laptops, pagers, cellular phones, desktop personal computers and software for contact management, database management and multimedia presentations. The key for sales managers to remember is that these tools do not drive themselves and still need the skill of management to get the best results. Managerial suggestions and research ideas are presented.