What is Sales Force Automation?

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Sales Force Automation

Sales Force Automation (SFA) is the name given to a software application for sales people to help them with the sales process. It includes either contact management or opportunity management, together with email and diary sharing.

SFA is usually a part of a company’s CRM system that automatically records all the stages in a sales process. The idea is to track all contact that’s been made with a customer, along with the purpose of the contact, and any follow up that may be needed. This might include phone calls, emails and meetings. Having this information at your fingertips means you’ll reduce the risk of irritating your customers as sales efforts are not duplicated.

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SFA can run on laptops or smartphones, and can be of quite a specialist design. For example, for pharmaceutical sales representatives or maybe for the collection of electricity or gas meter readings.

In the past, one of challenges of Sales Force Automation systems was synchronisation. The system needed to be updated with data from head office and vice versa. Traditionally, this synchronisation had been done at the end of the day. However, since the widespread availability of high speed internet, synchronisation has been replaced with mobile systems that are permanently connected. This has removed many of the support headaches that accompanied replicating remote databases.

In understanding CRM you might find these other articles useful:

Find out about CRM – What is CRM
Understanding cloud-based CRM systems – What is Cloud CRM
Defining the phrase Customer Relationship Management – What is Customer Relationship Management

About the Author

Helen Armour

Helen Armour

Helen is the Marketing Manager at Really Simple Systems, a Member of the Chartered Institute of Marketing and Chartered Marketer.