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. This ensures that sales efforts are not being duplicated, reducing the risk of irritating customers.

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 faced by Sales Force Automation systems has been synchronisation. The need to update the system with data from head office and vice versa. Traditionally, this synchronisation has 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 to the head office system. This has removed many of the support headaches that accompany replicating remote databases.