Transforming sales from art to science

The birth of sales force automation introduced science to the industry. SFA, marketing and other related operations have become a standard part of CRM systems. The problem is that these applications do not offer help for regular salespeople working to make quota.

These folks are still tuning into speakers and trainers because traditional CRM tools offering data and documentation do not help in selling faster or better.

To many, sales is an art form, one that takes years or even decades to master.

If you head to your local bookstore or search Google for "sales," for example, you'll find a myriad of books, training classes and podcasts teaching sales techniques "guaranteed" to help you make your quota.

Some stress the need to make persuasive eye contact during a presentation, others suggest that it's all about projecting confidence. Still other experts teach salespeople how to use charm to build a massive Rolodex.

While the books and Web sites may keep proliferating, it's likely that such techniques will begin to fade in importance in effective sales environments. The reason? Technology is transforming the sales process from an art to a science.

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