Abstract
The application of information and communication technology (ICT) has become a reality in selling in the South African pharmaceutical industry. Low awareness levels exist in the pharmaceutical industry about how the effective use of ICT can contribute to client services and productivity. The effectiveness of ICT in selling depends on the way it is managed and implemented by management and accepted by the salespeople and clients, on how effectively it is applied, and on the influence, it has on the salesperson. A descriptive research design was used to determine whether the introduction of ICT into the selling process has influenced the professional sales representatives' activities in a positive way. The results of this study clearly indicate that pharmaceutical sales representatives, both those appointed before the introduction of ICT and those appointed there after, are not positive about the introduction of ICT into the selling process.
Highlights
According to Quigg and Wisner (1998:14) and Keillor, Bashaw and Pettijohn (1997:109-120) the introduction of information and communication technology (ICT) into the sales process has transformed the way in which sales representatives carry out the selling activities
The effectiveness of ICT depends on the way it is managed and implemented by management, accepted by salespeople and clients, how effectively it is applied, and the influence it has on the salesperson
Possible reasons why the sales representatives neither agree or disagree could be that the personalities of the sales representatives are such that they are not much concerned about applying ICT to the selling process, or it could be that they are ignorant because they prefer not to use ICT in the selling process, or it could be due to lack of knowledge and/or experience, through not using the ICT as a selling tool, as the management expects them to do. It appears that they have a natural resistance or prejudice against the use of ICT in the selling process, and that could influence the value of ICT to the professional sales representatives in the selling process
Summary
According to Quigg and Wisner (1998:14) and Keillor, Bashaw and Pettijohn (1997:109-120) the introduction of information and communication technology (ICT) into the sales process has transformed the way in which sales representatives carry out the selling activities. Meister (as quoted by Strout, 2000:109) points out that sales managers should understand each salesperson’s skills, fears and anxieties to be able to assist them in gaining confidence that ICT will assist them in executing their job more effectively. Taylor (1994:94-99) points out that the application of ICT in the sales process enables sales representatives to carry out their selling activities anywhere, as long as they have access to computers and cellular phones. The pharmaceutical sales representatives in South Africa have been using ICT in detailing pharmaceutical products since October 2001, but the business unit managers are not sure whether the introduction of ICT has influenced the professional sales representatives in a positive way
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