THE LINK BETWEEN SALES FORCE AUTOMATION SYSTEM AND SALES PERFORMANCE IN THE CONSUMER GOODS INDUSTRY IN NAIROBI, KENYA
Gitau G. - University of Nairobi, School of Continuing Distance Education and Extramural Studies, Kenya
Oboko R. - University of Nairobi, School of Computing and Informatics, Kenya
Litondo K. - University of Nairobi, School of Business, Kenya
Gakuu C. - University of Nairobi, School of Continuing Distance Education and Extramural Studies, Kenya
ABSTRACT
The rapid growth and advances in computerized technologies in the last decade have significantly changed the everyday life of the modern sales representative. Sales Force Automation is marketing tool often a part of a company’s Customer Relationship Management approach whose goal is to help develop a long-term, cost effective link with individual customers for the mutual benefit of the customer and the organization. The purpose of this study was to examine influence of adoption of sales force automation system on sales performance in Kenya taking a case of consumer goods firms in Nairobi. The research design of this study was a descriptive survey research. This study targeted consumer goods firms in Nairobi, Kenya and the respondents were project managers/IT managers and Sales force of these firms, making a sample size of 250 respondents. Stratified random sampling was employed to select managers and Sales force from each of these firms and obtain a sample of 50 of the 149 firms in Nairobi representing a 30% sample size. The study relied on primary data which was collected through administering structured questionnaire comprising of closed and open-ended questions developed in line with the objectives of the study. Quantitative data collected using questionnaires was analyzed by the use of descriptive statistics. From the findings, knowledge in the SFA system enables sales force to do their work more efficiently, more effectively, or more satisfyingly had the highest mean score of 4.6016 and a standard deviation of 0.69328, C.V of 0.481. In addition SFA has led to faster access to timely information (Mean= 4.5697; S.D= 0.63728; C.V= 0.406). On benefits, improved sales force efficiency and Productivity had a mean of 4.5418; S.D= 0.62068; C.V= 0.385, while improved customer relationships as a benefit had a mean of 4.5100; S.D= 0.76086; C.V= 0.579). Based on the findings, this study recommended that for companies where ongoing customer relationships are essential, management should consider adoption of sales force automation as a key driver of their business. From the analysis, this study also found out that Kenyan firms have a positive peculiar strength in embracing technologies, contrary to what external literature depicts as a global challenge. In conclusion, essential objectives of SFA such as increased speed and efficiency in performing existing sales tasks are competitive necessity in today’s markets, and therefore should stay as core requirements of an SFA-implementation project.
