Here's a list of reasons SFA programs fail.  We offer some ideas to improve your chances for a successful implementation.

1. Too busy right now.
idea. Top management must insist that progress in the SFA program be part of every managers objective program. Tie measurable results to compensation. It's amazing how time will be found.


2. Not including the sales force in the process.
Idea: Build a team to identify tasks that could be simplified or streamlined through automation. How can you use the computer to improve efficiency and increase face-to-face selling effectiveness?

3. Lack of SFA Knowledge
Idea: Hire a consultant specializing in sales force automation. The firm should have a strong sales and marketing background in addition to competency in the latest technologies. Whether you use them for ideas or to manage your entire program, your investment will be rewarded with an actual program in much less time than the do it yourself approach. Your consultant should work with you to analyze opportunities for automation, build a program to meet your specific needs, implement the program, and then train the staff to use the tools they have created.

4. Our 'computer guy is handling that.
Idea:  Your IT guy is an IT professional. Odds are he or she has not done a lot of selling or managing a sales force.  An SFA program is not based upon IT, Rather it is based upon applying the best process to your sales program and using technology to enhance the process. Use your consultant to insure that your unique technology issues are being addressed. They can also help in the implementation of the hardware and software to reduce costs. As the program matures your IT staff should be able to answer the needs of your sales team.

5. Lack of funding.
Idea: If you can't spend the money now, plan for when you can. Consider alternative means to fund the program. Lease the computers. Fund a time payment payback from your reps. Provide standards and ask your reps to buy the notebooks. You will pay for training, and software.

6. Inadequate training.
Idea: Training needs to be specific to the tools and programs your team will be using. They must understand how to use the software IN THEIR JOBS. The best training is hands on. That means in a class with a certified instructor. Source for training are, schools and Universities, training companies, your SFA consultant, video tapes, interactive CD rom, the internet and don't forget the 'dummy' books. To keep the momentum going, hold weekly in-house clinics. Ask each member of the team to bring something that they have learned to class. Share the little things you learn and you will be amazed at how quickly skill levels will increase.

7. Lack of Management leadership and involvement.
Idea: The manager is the key to integrating technology into your sales and marketing processes. If training dollars are going to be spent this is a great place to start. One on one time with your SFA consultant will be valuable. It should be scheduled regularly either face to face or via phone.